Kroger App Redesign IA & Navigation

Background & Opportunity

Kroger's app had become function-first and fragmented. Competitors were investing in richer, more personal experiences, and customers told us they couldn't find things, savings especially. The refresh was a chance to build one app that made sense for every kind of shopping trip.

Goals, Mission & Vision

We started with a mission, a vision, and an experience aspiration. The mission was to grow trust by giving customers personalized ways to shop for what they want, when and how they need it, without compromise. The vision was to make every digital interaction personal and essential, guided by preferences and powered by technology. Grocery shopping should feel guided by taste and effortless every visit.

Our principles were simple. Personalized like a trusted shopkeeper. Warm, conversational language that connects and uplifts. Supportive, not just smart.

Strategic Objectives

Four objectives kept us honest. Simplify navigation for shopping, savings, and health services. Centralize savings so offers are easy to find and act on. Lead with food, with clearer imagery and less clutter. Improve accessibility and performance on iOS and Android.

Scope & Mandatories

This was a full native redesign on iOS and Android, built on the Citrus Design System. Accessibility, analytics, and testing were mandatory. The work spanned Virtual Assistant, Assortment Display, Rx Mixed Basket, Fresh, Shop, Savings, Health, Meals, and Search.

Role & Contributions

I defined navigation, content hierarchy, and interaction patterns across the app. I partnered with iOS and Android engineers to build and validate native prototypes, so we tested ideas the way they would actually be built. I applied design system standards so components would be reusable. Then I pointed UI designers, content strategists, analytics, and engineering in the same direction and kept them there.

Customer Jobs

Design decisions came back to the jobs customers hire Kroger to do. Shop however I want, in store, online, or delivered. Find what fits me best. Make healthy habits easy. Make last-minute meals possible.

Progress & Outcomes

The refresh shipped in September 2025. The unified experience solved the navigation and savings pain points, improved discovery and savings utilization, and positioned Kroger to regain market share.

Next Steps

Next up is more personalization and AI-driven features after the MVP, dynamic components for seasonal and contextual moments, and close watch on engagement, repeat rate, and savings utilization.