Enhancing Gelson’s Digital Experience with an Intuitive UX/UI Design

Gelson’s, a boutique grocer in Los Angeles, is known for its premium groceries and immersive in-store shopping experience. During the COVID-19 lockdowns, high site traffic and outages highlighted the need to rebuild their "Meals to Go" cart feature and transition the website to Craft CMS for easier updates to daily meal offerings and virtual tasting events.

I was responsible for UX/UI design, ensuring the new site:

• Accurately reflected Gelson’s in-store shopping experience

• Maintained a visually distinct, department-based design

• Provided a smooth and efficient digital shopping journey

By optimizing the user experience, the redesigned platform allowed Gelson’s to continue delivering premium service and convenience online, just as they do in-store.

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