Kroger In-Store Shopping Experience
Scan items, pay in-app, and skip long checkout lines
Challenge
Reducing friction in the in-store grocery experience requires improving navigation, streamlining checkout, and lowering cognitive load, while maintaining operational efficiency.
The solution integrates in-store navigation and scan-as-you-shop functionality into Kroger’s existing mobile app. Customers see a live map of the store with their grocery list pinned by location, allowing them to move efficiently through the space, scan items as they go, and check out without stopping at a register.
Concept Overview
Solution Overview: Scan, Navigate, Checkout
Digital Experience: In-Store App Add-On
Start In-Store Mode
Open Shopping List
Select Item to Locate & Navigate via Map
Conceptual map view (not a real planogram)*
Pay in app + skip checkout lines
A lightweight add-on that integrates an in-store map + scan-to-pay flow into Kroger’s existing app experience—helping shoppers stay organized, locate items faster, and pay as they go with less checkout friction. Feature Add-Ons: Locate on Map + Pay as You Go
Physical Experience (Shelf Interaction)
1. Scan Item
2. Pay
3. Item Released
A shelf-level touchpoint that connects to the Kroger app—allowing shoppers to scan, pay in-app, and securely take the item without waiting in line.
Scenario: In-Store Shopping Flow
1. Max enters Kroger and spots improved in-store signage
2. Max opens the Kroger app to begin shopping
3. Max uses in-app navigation to locate his items
4. Max scans items as he shops
5. Max checks out in-app using Kroger Pay + coupons
6. Max exits the store and heads home
Impact / Predicted Outcomes
Faster Navigation: Projected 20–30% reduction in search time
Faster Checkout: Projected 25–35% reduction in perceived wait time
Higher Find Rate: Estimated 15–20% increase in first-pass item discovery
Research Snapshot / Ethnographic Research
Audience: busy shoppers doing quick in-store trips (students + working adults)
Methods: ethnographic observation + employee interview
Participants: 30+ customers, 18 employees
Focus: navigation friction, item findability, and checkout bottlenecks
These insights informed the in-store map + scan-to-pay concept designed to reduce friction during fast shopping trips.
In-context observations and interviews inside Kroger stores (Savannah, GA) to understand real shopping behaviors and pain points.
Key Insights
Navigation Friction
Checkout Complexity
Predictability Demand
Business Impact
Faster trips
Higher retention
Increased basket completion
Lower congestion
What I Learned & Next Steps (Future Enhancements)
Strategic UX decisions directly influence operational efficiency and customer retention.
Scaling through personalization, accessibility, and shared experiences.
A snapshot of the research and service design deliverables used to inform the final concept.
