Kroger Post-Order Experience

Sep 2021 - April 2022

Overview

Kroger does not have a process to resolve errors within the Kroger app/online. Especially as Kroger expands to new markets like Florida with online only shopping (unable to troubleshoot in-store) customers need a non-traditional way to rectify grocery errors.

As a UX Designer and Researcher, I concepted and validated a new end-to-end user flow for grocery order rectification for the Kroger mobile app.

September 2021 - April 2022
UX Researcher & Designer
4 members

Duration
My Role
Team

Timeline/Process:

  • Surveys

  • Comparative analysis

  • User Interviews

  • Sketches & Brainstorming

  • Low fidelity prototyping

  • High fidelity interactive prototype

  • Unmoderated usability testing

  • Final design & Handoff

As Kroger expands to new markets like Florida with online only shopping—without any ability to troubleshoot in-store—they require new approaches to rectify grocery errors. Shoppers need an efficient and reliable online error resolution process for their grocery orders in the Kroger app.

Design Principles/Requirements

  1. Transparency and communication with the user about their order and its status must be maintained. An empathetic and customer first approach is essential.

  2. Have easy/quick access to seeing and acting on placed orders. Specifically, error resolution processes should be made more accessible/visible.

  3. Support an efficient and simple online/asynchronous support for error rectification (regardless of type of error). Users would have less of a need to call customer service or go in person.

  • Many users are hesitant to fix order mistakes, and would rather do nothing than call/email/go to the store

    • This leads to many unsolved problems

  • Most frustrating part of resolving these errors is the time waiting for a response

  • Since many providers struggle with the same issue, many people tend to stay with their current delivery methods