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 shoppingβwithout any ability to troubleshoot in-storeβthey 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
Transparency and communication with the user about their order and its status must be maintained. An empathetic and customer first approach is essential.
Have easy/quick access to seeing and acting on placed orders. Specifically, error resolution processes should be made more accessible/visible.
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