Raley’s came to our team at REISTER looking for a second opinion. They’d been working with a specialty food agency but weren’t quite getting the digital strategy they needed. I stepped in as Senior Art Director for UX/UI to help rethink the online experience.
Raley’s is deeply committed to local farms, clean ingredients, and community programs—including things like kids’ cooking classes. Our job was to take that spirit and build it into the online shopping journey.
I led the UX strategy, starting with a full sitemap that bridged desktop and mobile use cases. Then I built interactive wireframes in Figma—complete with live cart animations and behavioral triggers that made the site feel alive. One example? The more you added to your cart, the fuller the little cart icon became. Tiny detail. Big delight.
We weren’t hired to do the final visual design—but we did deliver a full homepage comp showing how to carry their brand tone online. Raley’s ran with it and built the rest internally, using much of our strategy.
Raley’s wasn’t just looking for a new look. They wanted a more intentional experience that reflected their values: local food, clean ingredients, and strong community ties. My role was to shape the UX from the ground up, using strategy and interaction design to connect their in-store personality with their digital presence.
The project began with a full sitemap and detailed user flows, mapping every way a customer might shop. From there, I created high-fidelity wireframes in Figma, complete with interactive elements that showed how the experience would actually feel. I wrapped it with a homepage concept to demonstrate how their brand could live online with personality and clarity.
The internal team took our thinking and ran with it. They adopted the full UX strategy and implemented many of the ideas we proposed. The improved filtering and color-coded dietary system helped bring their customer-first mindset into the digital space in a way that was both intuitive and scalable.
