Kroger Associate Facing Applicaton
InStock - Beta
An improved testing experience to help store associates provide additional feedback on upcoming product releases.
My Role
User Experience Designer, Researcher
Duration
6 Months
Tools
Figma, Mural, Photoshop
theOverview
To support innovation and continuous improvement within Kroger’s InStock applications, how might we create an in app testing experience that empowers internal associates to explore and provide feedback on upcoming features.
For every future product release, a two-phase testing process was introduced—Alpha followed by Beta. During the Alpha phase, a dedicated internal testing team evaluates the application across a range of usability scenarios to ensure basic functionality, stability, and performance. This controlled environment allows for early identification and resolution of critical issues before wider exposure.
Once Alpha testing is complete, the product transitions into the Beta phase, where it is introduced to a broader audience, including store associates. Previously, Beta testing was deployed without formal notification or onboarding. Associates were often unaware they were interacting with features still in development, leading to confusion and frustration as changes appeared without explanation or support. The lack of a structured feedback loop further limited the product team’s ability to gather actionable insights or address problems in real time.
This experience highlighted the importance of a more intentional and transparent approach to Beta testing—one that clearly informs participants of their role, introduces new features through guided onboarding, and provides simple, accessible tools for submitting feedback and reporting issues. By formalizing this process, the goal is to ensure a more seamless experience for associates while enabling product teams to iterate quickly and effectively based on real user input.
User-Centered Research & Testing
Conducted field research across multiple divisions, gathering first-hand insights from store associates and managers.
Partnered with UX Research to establish structured feedback loops, enabling continuous iteration and user-informed design decisions.
Discovery Workshop
Facilitated a comprehensive three-day discovery session with cross-functional teams, including designers, project managers, developers, and stakeholders.
Focused on problem framing and gaining a deep understanding of existing workflows using various LUMA Institute design methods.
Led sketching sessions and solution prioritization exercises to define the Minimum Viable Product (MVP).
Prototyping & Iteration
Designed and tested a range of prototypes—from low- to high-fidelity—refining user workflows based on usability testing and direct feedback.
The app was built with usability and engagement in mind, offering a streamlined experience for testing, reporting bugs, and suggesting improvements. It includes intuitive navigation, guided walkthroughs for new features, and easy-to-use feedback tools.
By enabling real-time input from those who know Kroger systems best—its associates—this product helps bridge the gap between development and end-user experience, ensuring new digital tools are tested, refined, and ready for seamless deployment.
The Power of Orange
The use of orange in the app’s design was a deliberate choice. Not only does it contrast effectively with Kroger’s traditional blue palette, making the app visually distinct, but it also signals to associates that they are entering a unique experience—the Beta environment. The bold color choice quickly became a standout feature:
"Love the orange! It makes me really look at what is on the screen instead of the same blue we see everywhere." -Kroger Associate
This color theme continues through out the experience to continue to inform and remind the user that they are in Beta.
Training Built In
Recognizing the need for more accessible training, the Beta app doubles as a learning tool. Instead of relying on dropdown menus or paper bulletins for feature updates—methods that often go unnoticed—new features are introduced directly within the app through brief, guided tutorials. Associates receive real-time instruction and can seamlessly transition into using the new feature, improving both adoption and understanding.
Feedback as a Foundation
At the heart of the Beta app is a core belief: the best digital tools are built with the people who use them. That’s why real-time feedback from associates isn’t just a feature—it’s a strategic priority.
Historically, the gap between software development and store-level execution has meant that tools were often created in isolation from the day-to-day realities of associates. As a result, valuable insights from the front lines were either delayed, diluted, or entirely missed. The Beta app changes that by placing the voice of the associate front and center.
