Kroger's web purchase experience
Challenge
Redesign the shopping experience at the Kroger website using new design principles. As a UX Designer and a Kroger customer, I took initiative to improve the user experience, help the customers save more, and live better. |
My Role
UX Design, Visual Design |
Current Kroger interface
(https://www.kroger.com/p/lucky-charms-unicorn-marshmallows-cereal/0001600012399)
(https://www.kroger.com/p/lucky-charms-unicorn-marshmallows-cereal/0001600012399)
Finding Pain Points
To provide the right solution and empathize with users, I decided to conduct user interviews to pinpoint the pain-points.
While talking about the problems faced at Kroger, we also addressed the experience at some other retail stores like Walmart, Amazon, and Big Lots, etc. |
Pain-points observed in the current web interface
Design Concept
The new design was structured based on the initial research insights.
I tried to incorporate all the components most intuitively.
I tried to incorporate all the components most intuitively.
Improvements made in the design
The following two images represent the improvements made in
- Product description
- Coupons
- Add to cart
- Shopping list
- Tooltips for buttons
- Purchase options
- Store location
- Special Instructions
Improvements made in the product details section of the item with empty cart
Improvements made in the coupons section of the item with items added to the list
Future Enhancements:
If there's one thing I would like to improve in this concept, then I would want to add a 'Rebuy' / 'Buy Again' feature in the nav-bar.
Kroger current doesn't offer this feature, so I did not implement it in the current redesign concept. |
Improvements and Insights Slideshow
Key Learnings:
While researching the UI's of other websites for inspiration, I realized how different target audiences, business models, purchase patterns of different e-commerce businesses lead to a unique interface.
Documenting the current state and use cases were time-consuming, but they helped me understand the customer journey. I learned that a clean and simple interface can still be cluttered with design flaws and can lead to confusion. |
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