Kroger Delivery

ROLE

Lead User Expereince Designer and Design Strategist

  • Creating clarity

  • Developing insights

  • Relationship-building

  • Strategic thinking

  • Empathy Building

  • Design thinking

  • Storytelling

  • User Research

  • Workshop planning and facilitation

TEAM

  • 1 Design Strategist (Me)

  • 3 User Experience Designers

  • 2 User Researchers

  • 4 Product Managers

  • 10 Engineers

Project Overview

BACKGROUND

The Kroger footprint has traditionally been in the midwest, west coast, and parts of the south spanning over 20 banners including Kroger, Ralphs, Fred Meyer, and more. Kroger has only operated in areas where there are brick and mortar stores for customers to shop or for third party delivery services to shop and delivery to the customer.

ASK

How might we serve a new customer based outside of the traditional brick and mortar footprint

CUSTOMER OPPORTUNITY

  • Post-COVID safety for customers with a new delivery option

  • Convenience and efficiency

  • Reliability of fresh food and quality

  • “White glove” experience including trucks with refrigeration and freezer capabilities

BUSINESS OPPORTUNITY

  • Capture untapped market segments

  • Drive growth in household adoption and customer engagement

  • Forecasted incremental sales volume estimated at $72M

Design Process

WORKSHOPS AND JOURNEY MAPPING

I led the planning and facilitation of a series of strategic workshops aimed at defining our future-state customer journey and aligning cross-functional teams on a shared vision. These sessions focused on identifying which elements of the current experience could be leveraged, determining where new flows (such as eligibility checks during account creation) were required, and mapping out team dependencies and delivery timelines. By fostering collaboration across disciplines and work streams, the workshops enabled us to clarify ownership, streamline execution, and ensure alignment between design intent and technical feasibility.

DESIGN PRINCIPLES

  • Respect customer location and availability

    • Principle: Tailor the experience based on geographic availability. If a customer resides in a location where only Kroger Delivery or Ship is offered, ensure that only relevant services and options are displayed to avoid confusion and enhance usability.

  • Support new customers in navigating the online experience

    • Principle: Provide optioal educational tools and guidance to help new customers understand how to shop with Kroger online. These resources should be accessible but not mandatory, allowing for a flexible and inclusive experience.

  • Design for a diverse customer base

    • Principle: The online shopping experience must be intuitive, accessible, and compatible across varying levels of digital literacy and device usage to accommodate Florida’s wide demographics.

  • Create familiarity for returning customers

    • Principle: Maintain consistency with Kroger’s established shopping experience to welcome returning customers, including seasonal residents (“snowbirds”) familiar with the brand, while adapting the experience to reflect the unique needs of the Florida market.

ITERATION AND TESTING

4-part study with 3 methodologies

  • 1 moderated usability test focused on net new customers going throug hthe signup flow along with other basic tasks upon arrival

    • 11 participants

      • 100% non-Kroger customers (have not shopped Kroger)

    • 60=minute sessions

  • 2 sets of interviews with customers who has adopted the Florida delivery service and those who had lapsed - talking through their experiences using the service

    • 8 adopters and 10 lapsed

      • 100% ordered delivery from the Groveland, FL Kroger Delivery location

    • 60-minute sessions

  • 1 survey focused on capturing Groveland, FL customer’s experiences and satisfaction with the service from a larger scale

    • 101 responses

Final Solution

CUSTOMER VALUE

  • Delivered a safe and dependable alternative for grocery access during periods of uncertainty

  • Offered a convenient, efficient, and reliable delivery solution tailored to customer needs

  • Introduced a premium “white glove” experience, expanding high-quality food delivery options within existing service areas

BUSINESS VALUE

  • Identified and captured previously untapped market segments

  • Accelerated household adoption and deepened customer engagement

  • Generated incremental sales growth through expanded delivery utilization

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