Greggs

Greggs needed its iOS and Android experience to reflect a refreshed brand vision and play a stronger role in its rapidly growing digital ecosystem. The app was an important everyday connection between the bakery brand and its customers, spanning discovery, loyalty, payment and account management.

The existing app felt dated and suffered from low engagement, making routine interactions feel harder than they needed to be. Payment flows, account access and nutritional information needed to become clearer and easier to use, while the refreshed experience still had to feel recognisably Greggs and work within practical technical constraints.

Using customer feedback, behavioural insight and emotionally driven user stories, I designed a streamlined experience built around loyalty, improved payments, greater account accessibility and ethical transparency. Multiple UX iterations balanced usability, aesthetics and technical requirements such as payment gateway integration. The work connected individual journeys into a clearer, more coherent product experience rather than treating each feature in isolation.

The relaunched app achieved a 20% increase in downloads within three months, contributed to Greggs’ rapid growth and influenced a wider redesign of the brand’s digital ecosystem. It provided a stronger foundation for continued digital engagement while making the most common customer tasks faster, clearer and more rewarding.