Murray’s Digital Cheese Shop

Murray’s cheese is known for their expertise in specialty cheeses, charcuterie boards and thoughtful pairings. Their NYC storefronts craft an experience for local foodies & curious tourists alike. Kroger purchased the brand in 2017, bringing similarly inspiring cheese counters to Kroger-owned stores nationwide.

User Experience • Research • User Testing

My role

So, what’s the problem?

Missed opportunity to engage online shoppers: Kroger failed to leverage Murray's iconic in-store experience online, leaving customers to shop specialty items the same as they would any pantry staple.
Lacking inspiration and delight: The Murray's page on Kroger websites was not enticing to shop, nor did it offer any inspiration for charcuterie boards or pairings.
No guidance for new shoppers: The current site offered no guidance in navigating Murray's overwhelming catalog of specialty cheeses.

Opportunity: If we create an interactive digital cheese shop experience...

Value for customers: Customers should feel inspired and empowered to try new products

Value for Kroger + Murray’s: Increased engagement would lead to larger order value and brand loyalty

Initial research: How do Murray's customers shop for cheese?

What’s the solution?

Utilize insights from in-store research to create an immersive digital experience, mimicking how customers shop in-store
New interactive components that allow customers to shop pairings and recipes
Emphasis on storytelling and education around origin and flavor profile of cheeses

Process: wireframes

Process: UI collaboration & art direction

After identifying and thinking through the new functional components, I collaborated closely with a UI designer and photographer to visually tie the experience together before getting customer feedback.

Component Close-Up

Immersive product carousels for featured cheeses

Product carousels mimic in-store experience with specialty cheeses organized by type, featuring flavor profile and origin stories. Functionality added to allow customers to shop pairings associated with a specific cheese from the carousel.

Shoppable ‘Bundles’

Easy access to purchase curated bundles with a single click.

Usability Testing

Participants reacted extremely positive to the prototype, especially compared to other inspirational brand sites we had them explore first. The testing also shed light on areas that were not as intuitive as expected, requiring further iteration and adding in more straightforward interaction cues before handing off to development

Final Design

View Full Desktop Prototype • View Mobile Web Prototype