As Kroger’s digital platforms have largely pivoted towards e-commerce, customers still rely on them to locate key information about their local stores. However, the outdated store search and barren store pages customers are met with often fail to help them find what they’re looking for.

My role

process

To reduce complexity, the discovery phase was broken into two parts: store locator flow and store detail pages. I led the team through audits of our current experiences and those of competitors and other types of retailers, documenting pain points and opportunity areas, platform inconsistencies and new ideas. From there, I was able to provide direction to a UI partner to begin iterating through options for user testing.

Initial Solution

User Testing

The first round of user testing was actually done prior to the mock-up phase through a survey that allowed participants to rank information that they may find on store detail pages from least to most important. These results helped inform the hierarchy of our initial designs, which were later vetted again in usability testing. After laying out the information accordingly across all platforms (iOS, Android, desktop and mobile web), I set up a series of usability tests to observe how customers navigate through the new flow and content.

Unanimously, users reacted positively to the new design and helped us identify opportunity areas to continue iterating through.

Final Design