Kroger Assortment Display Strategy
Alex designed a signal-driven assortment display framework that shows customers only what they can actually buy and receive. Availability is clear across fulfillment methods and locations, so add-to-cart rates and average basket value went up while fallout went down.
Context
I led design strategy for Kroger's assortment display initiative. The goal was to show the most desirable assortment based on customer signals like fulfillment preference, location, and behavior, so shopping felt more relevant and less frustrating.
The Challenge
Customers kept running into items that weren't available for the way they chose to get their groceries. That meant abandoned carts and less trust. We needed to make availability clear, stop wasting customers' effort, and help them feel confident in the experience.
My Approach
I designed a framework that adjusts what's displayed based on signals. Fulfillment preferences tell us if it's delivery, pickup, or shipping. Location and timing mean ZIP code and timeslot availability. Behavior covers past modality choices and browsing patterns. Customers only see what they can realistically buy and receive, so no more disappointment.
Impact
Prompting customers to pick fulfillment early and filtering out unavailable items simplified the journey and cut abandonment. Clear availability messaging reduced frustration and improved order completion. Being upfront about what's buyable, and how, built trust and loyalty. Add-to-cart rates and average basket value increased.
My Role
I defined display logic and availability hierarchy across product grids, PDPs, and cart flows. I built a repeatable system for reading customer signals so decisions stay consistent as it grows. Then I documented what we learned and how decisions get made, so handoffs go smoothly.
Why It Matters
This initiative has no finish line, because customer expectations and operations keep changing. So I built an iterative system and a handoff process that lets future teams keep improving without losing the plot.
Initiative Responsibilities
- Assortment Strategy & Design
- Signal Modeling & Display Logic
- Cross-Functional Alignment (DX, Ops, Engineering)
- Prototyping & Usability Testing
- Documentation & Handoff
Product Technologies & Skills
- Design Systems
- Product Strategy
- A/B Testing & Experimentation
- Signal & Data Modeling (basic)
- Prototyping (Figma)
- Usability Testing
- Cross-Functional Stakeholder Management