H-E-B
Designing a meal planning experience that gives customers a way to discover meals, products, and education so that they can sustainably manage their health through food and purchase directly through recipes
H-E-B Shoppable Recipes
Helping diabetic Texans plan better meals—by turning food into a seamless, shoppable experience.
The Challenge
In Texas, 1 in 10 adults lives with diabetes. We built a personalized recipe platform that transforms grocery shopping into a tool for health—making every meal count. Newly diagnosed users wanted to eat healthier—but meal planning felt restrictive and grocery shopping was overwhelming. Existing platforms lacked personalization, flexibility, or integration with their everyday habits.
My Role
I led research, concept development, and MVP design across web, collaborating closely with engineering, product, and nutrition experts to create a human-centered experience grounded in behavior change.
Approach
User Research: Interviewed 18 recently diagnosed diabetic users across Texas to understand habits, barriers, and dietary needs. Through user research and competitive analysis, we identified key pain points: existing meal-planning tools lacked grocery integration, personalized nutrition guidance, and flexible recipe adaptation.
Concept Testing: Explored 10 early ideas, including dietitian guidance and one-click meal kits.
Iterative Design: Validated ideas through user testing, using feedback to refine flows, layouts, and personalization features.
Key Features & Solutions
The solution introduced a meal-planning toolkit featuring shoppable, customizable meal plans, dietitian-approved swaps, and direct-to-cart grocery integration. Our iterative approach—from a high-touch, guided experience to an automated, scalable digital platform—allowed us to refine the design based on real user feedback.
Onboarding & Customization: Users start with a personalized setup based on their preferences and health needs.
Recipe Customization: Smart ingredient swaps support nutrition and variety.
One-Click Add to Cart: Entire meals can be added to the H-E-B cart seamlessly.
Mobile-Optimized Design: Created for ease of use in grocery planning on the go.
Impact
The impact was significant: 75% of users felt more confident managing their dietary needs, and balanced meal purchases increased by 50%. H-E-B also saw improved conversion rates and larger basket sizes for health-conscious shoppers. This project underscored the power of user-centered design in bridging the gap between healthcare and retail, making healthy eating more accessible and actionable for customers.
Reflections
This project taught me how to scope an MVP while preserving long-term vision. I learned to champion user needs in a business-driven environment and lead conversations that prioritized both personalization and accessibility.
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