About H-E-B

H-E-B is an American privately held supermarket chain based in San Antonio, Texas, with more than 350 stores throughout the U.S. state of Texas, as well as in northeast Mexico. The company also operates Central Market, H-E-B Plus!, Mi Tienda, and Joe V’s Smart Shop. As of 2017, the company has a total revenue surpassing $25 billion. H-E-B ranked No. 12 on Forbes' 2019 list of "America's Largest Private Companies". H-E-B was named Retailer of the Year in 2010 by Progressive Grocer. Supermarket News ranked H-E-B No. 13 in the 2018 "Top 75 North American Food Retailers.”

The Objective

H-E-B collaborated with SCAD and members of our team under the CLC umbrella to research and develop a fun and exciting online grocery shopping experience that allows customers to browse, learn about new products, and make purchases via a gamified system.

Understanding a "Gamified System"

Gamification is a technique where designers insert gameplay elements in non-gaming settings to enhance user engagement with a product or service. By weaving suitably fun features such as leaderboards and badges into an existing system, designers tap the users’ intrinsic motivations so they enjoy using it.

The Gamified System

Based on the brief, we identified six main strategic objectives that contribute to the value creation for the HEB brand. Each part of the game contains features that are linked to such strategic objectives and by playing, the customers are helping to achieve them. In order to monitor these features, we developed the set of indicators that will help measure the efficiency of the game by contributing to these strategic goals.

To facilitate the comprehension of the whole system, we have designed an icon for each of the strategic goals as shown above.

Customer engagement is about inspiring your customers to interact with your brand and willingly take part in the experiences you’re creating for them.


This gamified system is intended to provide a unique online shopping experience. As a well-developed game, it has a considerable level of complexity and its organic structure is designed to keep expanding in time and adapting to new circumstances, new customers, or new technologies.

For a better understanding of the project, check out our process book and the other links on top of the page.