Kroger aimed to advance its sustainability goals through the introduction of a reusable tote program integrated into its curbside pickup service. While the digital ordering experience was well established, sustainable participation was not embedded into the customer journey. There was no clear prompt, incentive structure, or operational framework supporting tote adoption and return.
The objective was to create a scalable, behaviorally informed system that integrated seamlessly into existing workflows while aligning customer actions with store-level logistics.
The final prototype introduces incentive-driven touchpoints and engagement tracking that drive reusable tote participation while maintaining operational efficiency and user convenience.
The goal of this project was to design how Kroger’s new reusable tote program would be integrated and introduced within the Kroger app. This solution explored ways to integrate the program into the surbside pickup process while aligning with customer habits, emphasizing education, and motivating sustainable participation through intuitive interactions and clear feedback.
The experience was designed for everyone involved in Kroger’s curbside pickup process, both customers and store associates. Customers engage with digital and physical touchpoints when ordering, receiving, and returning totes, while associates manage fulfillment and logistics. Designing for both perspectives ensured that the system was efficient, accessible, and rewarding for every participant.
The final deliverable included high-fidelity prototypes and gamified strategies for encouraging continued use of the reusable tote program. These prototypes visualize how education, incentives, and tracking could fit into and possibly improve Kroger’s current pickup flow to create a more sustainable and engaging experience.