Role
Digital Design, Product Design
Duration
3 months/ongoing
Tools
Mural, Figma
Team
UXR Team, Creative Teams ,CX Product Team
Overview
Kroger's 100% Fresh Guarantee is an iniative to build shopper confidence that Kroger has the freshest produce available. Any produce that a shopper does not deem as 100% fresh can be returned for a 100% refund of that product.
The goal of this project was to find a way to introduce the 100% Fresh Guarantee messaging into into the digital experience, drive shopper confidence, and expose them to more fresh items.
Objective
Introduction
Understanding The User
We started this project with an exploratory journey mapping exercise to better understand the needs of our users. We broke into three groups with each group taking on a journey that aligned with different shopper habits. Our group was assigned David, a "making ends meet" shopper who's main goal is to save as much as possible when completing his grocery shopping.
Define
Solving for David
Though there were a few areas of improvement for David's journey our goal for this project was to bring Fresh to the forefront. David already viewed Kroger as his source for the freshest produce, but was taking time to go to two other retailers to complete his shopping experience. With this knowledge we outline two main points we wanted to solve for:
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How might we... save David time by not having to go to soo may grocery stores to complete his shopping list.
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How might we... give David peace of mind that he is getting good deals on fresh meals for his family.
Brainstorming Solutions
After note taking sessions we set out to digest ways to make David's shopping experience a more streamlined and pleasant one.
Our brainstorm led us to develope a way to keep Daivds shopping trip concise while also providing well balanced fresh meal planning for his family to enjoy. We felt that adding a meal bundling experience to in-store shopping would solve some of David's stress when grocery shopping.
Visualize
Meal Bundle Mock-ups
To visulaze this in-store experience I used Mid Journey AI to create an in-store mock-up of a meal display stand and added a healthy meal recipe to the display. We felt this solved Davids need to plan for many meals throught the week and go to multiple stores to complete his shopping.
Being able to count on this display every week will enable David to transfer his trust in Krogers produce to other products found in-store. This also encourages David to begin to shop more of the center store items as opposed to only focusing on the outer fresh items he usually purchases.
Digital
In-App Meal Bundle Shopping
After visualising the in-store experience I mocked up a native app digital version. Here you can see how simple it is to add and adjust full meals to your cart. This modal allows for the recipe to read visually quickly so the user can determine if it is a meal they would like to add to cart, and the meals ingredients.
From a marketing perspective this modal has alot of flexibility including meals to celebrate different cultures, special holidays, consumer brand monetization, influencer collaboration and more.
Desktop
Bringing Fresh to Product Cards
Our Product Design Lead was interested in visualizing what the Fresh Guarantee would look like if it was visualized within the product card for shoppers. Below I mocked up a prototype of a desktop version of how we could communicate our Fesh Guarantee.
The Problem: We wanted to communicate that an item was part of our Fresh Guarantee program without making the product card visually cluttered with the logo on all participating items.
The Solution: I opted to have the logo only present on the hover state so the user was able to still see it was apart of the program while not being a permanent visual component. I also added a green border to further communicate the item as a Fresh Guarantee. Beyond that the hover state initiates a change in photoraphy that shows the food in a more expressive way to further show detail, freshness, and application of the food to the user.
Takeaway
Whats Next?
I really enjoyed worker with the broader product team on this project—Hearing others ideas and the way in which they sought to solve personas with different problems was a great learning experience.
Currently these ideas are being presented to senior leadership and are still in the idea phase with hopes of implementation after further testing and iteration.
Lets connect!
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