Hy-Vee
HSTV Mobile and Web Apps
- Client
- Sector
- Grocery & Retail
- What we did
- Discovery, user research, and iOS, Android and web app development
Turning a video site into a shoppable app.
The challenge
HSTV is Hy-Vee's video network of cooking, lifestyle and entertainment shows. Its shows drew viewers, but more than 80% watched one show and left, so repeat engagement was low and bounce rates were high. Hy-Vee wanted HSTV in customers' daily lives, not only on a website.
The build
After discovery workshops, user interviews and a competitive assessment, Shockoe built iOS, Android and web apps around three ideas: Discovery, Curation and Anticipation. Viewers browse trending and watch-again lists, search by show, recipe type or category, and get recommendations based on what they watch. They can like shows, subscribe, get push notifications for new episodes, cast to a TV and share. A Shop the Show link connects viewing to online shopping at Hy-Vee.
The result
HSTV became a mobile-first, shoppable network designed to turn one-time viewers into regulars. Discovery features are designed to keep people watching more per session, push notifications to build a habit, and Shop the Show to connect inspiration to purchase. It also positions Hy-Vee as a lifestyle brand, not only a grocer.
Project images
Questions about this project
What is HSTV?
HSTV is Hy-Vee's video network of cooking, lifestyle and entertainment shows, now also a shoppable mobile and web app.
What did Shockoe do for Hy-Vee?
Shockoe ran discovery workshops, user interviews and a competitive assessment, then designed and built the HSTV iOS, Android and web apps.
What are Discovery, Curation and Anticipation?
They are the three ideas the apps are built on: make shows easy to find, recommend what viewers will like, and give them reasons to come back, such as subscriptions and alerts.
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