Kroger

As part of Deloitte’s engagement with Kroger, I led three major UX initiatives that reshaped customer and employee experiences, while positioning Kroger as an innovation leader in retail technology.

1. Redesign of 17 Applications (Handheld Scan Gun → TC52):
I spearheaded the migration from the legacy scan gun system to the modern TC52 handheld device. To ensure user adoption and efficiency, I conducted over 250 customer interviews and 50 employee interviews, traveling to multiple store locations across the U.S. Using facilitator guides with quantitative and qualitative measures, I gathered actionable insights and transformed them into user flows, screen flows, wireframes, and prototypes in Sketch and InVision. The redesign streamlined workflows, increased accuracy, and reduced employee training time.

2. Computer Vision Integration for Deli & Frictionless Checkout:
I directed research on incorporating Computer Vision into the lifecycle of rotisserie chickens in the deli department to predict shelf-life, reduce waste, and ensure food safety. Additionally, I mapped out new strategies for frictionless checkout, identifying opportunities to simplify the shopping journey and enhance customer convenience through emerging technologies.

3. Innovation Research for Easy Frictionless Shopping Carts:
Expanding beyond checkout lanes, I conducted conceptual and field research into smart shopping carts, exploring ways they could elevate the Kroger experience. From embedded sensors to integrated payment solutions, I identified how frictionless carts could bridge the gap between in-store and digital shopping, ultimately increasing efficiency and customer satisfaction.

Throughout these projects, I facilitated stakeholder and executive presentations, aligning research findings and design solutions with Kroger’s business goals. My ability to combine rigorous UX research with forward-thinking design strategies led to innovations that improved operations, reduced friction, and elevated customer engagement.

As recognition of my contributions, I was promoted from Senior UX Designer to UX/UI Associate Creative Director, expanding my leadership responsibilities on the project.