Creative Evolution
Timeline
Varied
My Role
Senior Product Designer
Platform
Web, iOS & Android Apps
Bringing creativity, emotion, and context to the way customers experience the Kroger brand.
Storytelling plays a key role in how we connect with customers, turning everyday shopping moments into something more engaging and memorable. From seasonal inspiration to product focused moments and promotional campaigns, each story block offers a chance to express personality, drive action, and keep the experience feeling fresh.
A mix of promo, seasonal, and product led storytelling explorations designed to inspire leadership and shape the future of how Kroger tells stories across digital experiences.
The Future of Connection
Exploring how emotion, authenticity, and community could shape the next generation of digital shopping.
This concept began with a simple question - how can we be more connected to our customers? From that spark, I developed a unique idea, crafting the vision, narrative, and visuals to show what the future of digital connection could look like for Kroger.
The experience reimagined how we could blend e-commerce and community, introducing social media integration, brand ambassadors, and influencer partnerships that bring real people and honest moments into the platform. Imagine scrolling through videos of customers sharing seasonal hauls, exploring fresh finds, or showing off their favorite aisle. It captures the joy and discovery that happens in store and translates it online.
Visually, the design leaned into detail, softness, and emotion, to create something personal, customizable, and alive. While it remained a future concept, it was well received by leadership and helped spark new ways of thinking about how we connect with our customers through digital storytelling.
Designing for Action
Simplifying key moments that help customers join, earn, and redeem with ease.
Not every experience is about inspiration - sometimes it’s about getting things done. These flows focus on clarity, trust, and satisfaction through action. From enrollment to rewards redemption, I designed experiences that make complex steps feel simple and purposeful, while maintaining a consistent and branded feel across touchpoints.
Refining the Details
Elevating existing designs through thoughtful polish and consistency.
Not every project starts from scratch. In many cases, I was given existing screens and asked to refine them, bringing alignment to spacing, typography, hierarchy, and visual rhythm. My focus was on creating cohesion and elevating the overall quality through subtle adjustments that make the experience feel intentional and refined.
These examples highlight the impact of small details, where a clear eye for UI craftsmanship turns good into great.
