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Kroger Customer Journey Mapping
Kroger Customer Journey Mapping & Service Design
Facilitation Leadership
JOURNEY MAPPING
SERVICE BLUEPRINTING
- Outcome: Our efforts helped contribute to grow the Loyalty business and aided registrations by identifying areas of improvement and reducing friction in the customer experience through user understanding.
- Kroger Customer Loyalty team wanted to identify where they could improve the customer experience and get more loyalty signups and customers.
- Our Kroger team partnered with 84.51° Loyalty team to learn more about the business, goals, and potential issues.
- Our team ran a journey mapping workshop as well as a service blueprinting workshop to align team members and bring in real customer data to identify areas of improvement in the Membership customer experience
Problem
Wanting to increase Loyalty signups and participation
Users
All potential and existing Kroger grocery customers
- Need to feed themselves and/or loved ones
- Want to find quality food
- Price-conscientious; looking for cost savings wherever possible
Business Goals
- Increase Loyalty customers and engagement
- Reduce friction and blockers in customer experience
Opportunity & Solution
Gain insights into the customers' experience and use those to make changes that would grow the Loyalty business
- Proposed, planned and ran a customer journey mapping workshop with the Kroger/84.51° Loyalty team
- Created a high-fidelity journey map from the workshop to encapsulate the learnings and takeaways for the Loyalty team and inform their continued efforts
- Created a high-fidelity service blueprint to help highlight opportunity areas for the Membership program experience to inform their continued efforts
- Met with Kroger Loyalty team and proposed a team workshop to focus on identifying business opportunities through journey mapping the Loyalty customer experience
- Planned and led cross-functional team journey mapping workshop
- Created high-fidelity journey map to share back to team and help them visualize the focus areas we covered in the workshop
- Ran a second team workshop to map out the service blueprint of the process, services and tools through the Loyalty customer experience to further identify business opportunities for improvement
- Created high-fidelity service blueprint to share back to team and help them visualize the focus areas we covered in the workshop
- Partnered with product management lead to map out the user flow of changing the company strategy in handling the paid membership Loyalty offering to grow the Loyalty paid membership program through strategic marketing, education and enrollment efforts
Impact: This effort and my leadership on UX resulted in identified opportunities and prioritization focus on improvements to the Loyalty customer experience and subsequent increased business.
I led the workshop and journey map visual design to help the Loyalty team:
1) Align on an initial persona to drive empathy and human-centered focus around Loyalty experience improvements
2) Identify where all the customer experience could be improved
Service Blueprint
Impact: This blueprint helped growth the Loyalty business through identifying key areas of improvement to the customer experience.
I led the workshop and subsequent evangelizing of the team's service blueprint, which helped inform and influence the Loyalty team as to where they could make improvements to their infrastructure in servicing Kroger customers.
User Flows
Impact: The user flows for an idea around revised strategy allowed for cohesive team alignment and effective communication to upper leadership
I led the design of these user flows that were a tool for product management to articulate a vision for changing the strategic approach of how paid membership would work across our online platforms and services.
