In progress order case study
Kroger Rush was a pilot program for a limited catalog of items delivered in 30 minutes or less for a fee.
Client and Platform: Kroger, eCommerce Innovations Team, iOS & Android
Time: August 2019 - Sept 2019
Role: Product Designer - Visual Design, User Research, User Experience
Sprint Cycle: One Week Sprint
Kroger Rush was a 30 minutes or less delivery product by Kroger. While the larger project had broad KPIs, individual features were treated with care and concern. The In Progress Order feature was a feature that allowed a user to track their order, make updates to items while it was being shopped, and review their order information.
After the launch of the In Progress Order feature, we got feedback that users did not know it existed and/or had difficulty accessing the information.
After user testing and reviewing impression data, I decided to use a bright orange button to call attention to the In Progress Order.
The first step was to gather all of our user feedback along with impression data that the engineering team put together on the In Progress Order feature. When the feature launched, users had to navigate to their order history screen to view the order in progress.
Findable : Because the In Progress feature held up to date information from the driver delivering their order, we wanted the user to be able to access the information quickly.
Fast: Because of our one-week sprint cycle, I wanted to come up with a solution the engineering team could implement quickly, while still best serving the user.
In order to remove some clicks and to surface the feature, I explored several visual options on the home screen of the application to be shown when the order is In Progress.
After an internal discussion with the project manager and team, I moved forward with an icon featuring our logo. We launched the new icon in the next sprint.
Results and Moving Forward: At the end of the next sprint, I reviewed the impression data again. And while there was an uptick in page impressions, it was not as high as I had hoped.
I put together a quick A/B user test using two of our brand colors: Urgent Orange & (the current) Kroger blue. This test was unmoderated via Userzoom.
By changing the color of the Order Tracking button, we increased visibility by 78%. (9 seconds vs 46 seconds to first interaction)
I also learned that users valued accessing Order History as a tracking tool. 67% percent of users selected Order History as their first or second choice for tracking an order. As a result, we changed the Order Tracking button to be the Urgent Orange.