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Dollar General, founded in 1939, is a discount retailer based in Goodlettsville, TN. In 2024, Dollar General operated over 20,000 retail stores in 48 states with a market cap of 16.67 billion dollars. It sells brands including Clorox, Energizer, Procter & Gamble, Hanes, Coca-Cola, Mars, Unilever, Nestle, Kimberly-Clark, Kellogg's, General Mills, and PepsiCo.
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Project Details
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My goal was providing a new and enhanced digital presence that focused on quick access to all visitor’s paths while introducing updated brand guidelines throughout. I leveraged extensive user research to build interactive prototypes, optimized user flows, and designed a new UI that corrected prior usability and accessibility issues with a particular focus on the mobile experience. This new design simplified the end-to-end search experience and optimized the category pages to better move users through the website and direct them to the products they need faster.‍‍