Redesigning the Kroger app experience for over 11M users

Timeline

3 Months

My Role

Senior Product Designer

Platform

iOS & Android App

Introduction

Kroger serves millions of customers across the U.S., helping them save money, shop efficiently, and manage their health. As part of one of the company’s biggest app initiatives in 15 years, our small design team was tasked with reimagining the entire Kroger app.

I led much of the creative direction, shaping the visual language, overall experience, and photography strategy to highlight a “food-first” approach. The redesign focused on three core goals: making saving money easier, simplifying shopping, and introducing a Health Hub for prescriptions and wellness.

This project was a true cross-functional effort—I worked closely with developers, engineers, project managers, marketing, digital coordinators, and leadership to ensure the designs were both user-centered and business-aligned. In just a few weeks, we delivered concepts ready for leadership review, setting the stage for a Fall 2025 launch.

My Role

I was one of the lead product designers on this project, focusing on UI and creative direction. I had the privilege of collaborating with a rockstar team - Adam and Manfred - working seamlessly on a fast turnaround, all under the guidance of Kevin.

The Problem

The Kroger app hadn’t received a full redesign in 15 years and was due for a refreshed experience to better serve customers, simplify shopping, and modernize its look and functionality.

Introduction

Kroger serves millions of customers across the U.S., helping them save money, shop efficiently, and manage their health. As part of one of the company’s biggest app initiatives in 15 years, our small design team was tasked with reimagining the entire Kroger app.

I led much of the creative direction, shaping the visual language, overall experience, and photography strategy to highlight a “food-first” approach. The redesign focused on three core goals: making saving money easier, simplifying shopping, and introducing a Health Hub for prescriptions and wellness.

This project was a true cross-functional effort—I worked closely with developers, engineers, project managers, marketing, digital coordinators, and leadership to ensure the designs were both user-centered and business-aligned. In just a few weeks, we delivered concepts ready for leadership review, setting the stage for a Fall 2025 launch.

My Role

I was one of the lead product designers on this project, focusing on UI and creative direction. I had the privilege of collaborating with a rockstar team - Adam and Manfred - working seamlessly on a fast turnaround, all under the guidance of Kevin.

The Problem

The Kroger app hadn’t received a full redesign in 15 years and was due for a refreshed experience to better serve customers, simplify shopping, and modernize its look and functionality.

Introduction

Kroger serves millions of customers across the U.S., helping them save money, shop efficiently, and manage their health. As part of one of the company’s biggest app initiatives in 15 years, our small design team was tasked with reimagining the entire Kroger app.

I led much of the creative direction, shaping the visual language, overall experience, and photography strategy to highlight a “food-first” approach. The redesign focused on three core goals: making saving money easier, simplifying shopping, and introducing a Health Hub for prescriptions and wellness.

This project was a true cross-functional effort—I worked closely with developers, engineers, project managers, marketing, digital coordinators, and leadership to ensure the designs were both user-centered and business-aligned. In just a few weeks, we delivered concepts ready for leadership review, setting the stage for a Fall 2025 launch.

My Role

I was one of the lead product designers on this project, focusing on UI and creative direction. I had the privilege of collaborating with a rockstar team - Adam and Manfred - working seamlessly on a fast turnaround, all under the guidance of Kevin.

The Problem

The Kroger app hadn’t received a full redesign in 15 years and was due for a refreshed experience to better serve customers, simplify shopping, and modernize its look and functionality.

CHALLENGE #1

Non-Intuitive Navigation

The app’s navigation and overall structure can feel visually cluttered, making it difficult for users to quickly find what they need.

Example
Browsing categories, discovering deals, and accessing savings requires multiple taps and screens, leaving users unsure of where to go next.

Impact
Confusing navigation slows down the shopping experience, frustrates users, and can lead to lower engagement and missed opportunities for savings or product discovery.

CHALLENGE #2

Inconsistent Experience

The app’s visual language lacked consistency, with varying colors, typography, and layouts across screens, leaving the overall experience feeling cluttered and disjointed.

Example
Buttons, cards, and information panels differ in style and spacing from screen to screen, making it harder for users to navigate and understand the interface.

Impact
Without a cohesive design system, the app feels fragmented, slows down development, and makes it harder to scale or introduce new features efficiently.

CHALLENGE #3

Hidden Savings

The existing savings page and tools are buried or hard to navigate, making it easy for users to miss out on deals and rewards.

Example
Offers, digital coupons, and rewards are scattered across multiple screens, requiring users to dig through menus to find relevant savings.

Impact
When savings aren’t easy to find or use, customers may miss opportunities to save money, reducing engagement and diminishing the perceived value of the app.

CHALLENGE #4

Inefficient Search

Finding specific products can be cumbersome due to limited search and filtering options.

Example
Users often scroll through multiple screens to find items.

Impact
Slow or frustrating search can lead to missed purchases, lower sales, and reduced engagement with deals and promotions.

“How might we create a seamless, intuitive, and visually consistent app experience that makes shopping and saving money easier for customers?”

“How might we create a seamless, intuitive, and visually consistent app experience that makes shopping and saving money easier for customers?”

“How might we create a seamless, intuitive, and visually consistent app experience that makes shopping and saving money easier for customers?”

Team Collaboration

Refining Every Detail

This Figma screenshot captures the navigation flow with annotations for developers and engineers. Comments from multiple team members highlight how even small design decisions require careful iteration and alignment with stakeholders, showcasing the collaborative effort behind every detail.

Design Process

Moodboards & Visual Exploration

Early in the project, we were tasked with creating moodboards to define the vision for the redesigned Kroger app. I developed a set that combined competitor research, color palettes, typography, and imagery styles to explore different visual directions. By including the current app experience, my moodboard highlighted gaps and opportunities, and ultimately became the foundation for the team’s design direction.

Photography Direction

Shaping the visual language that drives connection and engagement

Photography is how users connect with food and products - it’s often the biggest factor, outside of price, in influencing purchase decisions. For the Kroger app redesign, I took the lead in defining the overall photography vision, crafting a presentation to align key stakeholders and collaborating with Creative Services to guide new imagery. This was a major undertaking and, as a photographer myself, it’s where I’m truly in my element - diving deep into lighting, composition, and storytelling to create a cohesive, “food-first” experience that elevates every interaction in the app.

Icon Research

Turning uncertainty into confident, data-backed design decisions.

When leadership expressed uncertainty about icon choices in the app, I partnered with our User Research team to run a test comparing multiple options from our icon designer. I analyzed the results, summarized key feedback, and created a presentation to share insights with stakeholders - helping the team align on the final icon set with clarity and confidence.

Early Design Exploration

Rapid concepts that shaped the final direction.

Before landing on the final design, we created a series of quick, early concepts to explore layout, visual hierarchy, and feature prioritization. These fast iterations sparked valuable discussions, helped align the team on direction, and ultimately influenced key decisions in the final app design.

Final Design

Due to confidentiality, only a portion of this work can be shared publicly. I’d be happy to walk through the full case study and visuals during an interview.

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