Academic Sponsored Project
My role & contribution
The frustration
If an item was wrong or damaged, they could only request refunds in Instacart credits, leaving them stuck without the product they needed. Attempts to fix it in-store? A dead end.
The exchange process isn’t supported on both ends
Current process on instacart
Why it mattered?
Project Roadmap
To tackle the complexities of improving Kroger and Instacart’s communication, we first deep-dived into the current claim process and system limitations, then mapped out a clear plan to help us stay on track and meet our goals.
How did we do it
We started by identifying key pain points, then iterated through ideas, prototypes, and feedback.
Understanding the journey
We researched through interviews, service blueprinting, user journey mapping, and competitive analysis.
Problems found
How Might We’s
Ideation and Sketching
Bringing it to life
IMPROVING CUSTOMER EXPERIENCE
Why the exchange process?
BACKEND SYSTEM UPGRADE
Why the backend system upgrade?
Making it better
We conducted usability testing with 5 users over 2 rounds for the front-end experience. During the two rounds of user testing, we found that:
For the back-end system, we conducted a cognitive walkthrough with our sponsor to evaluate the logic and functionality. The sponsor found the workflow intuitive and straightforward, validating that:
Things I learned
