In this project, I led user research, service blueprinting, and experience strategy to reimagine Kroger’s self-checkout experience. Through ethnographic research, contextual inquiries, and co-creation workshops, I uncovered core pain points including long wait times, confusing error prompts, and overwhelmed attendants. I mapped the current journey and visualized frontstage/backstage interactions in a detailed service blueprint, exposing critical gaps in support and communication.

To translate research into actionable design, I facilitated diagnostic co-creation sessions with users, developed storyboards that captured chaotic checkout scenarios, and identified key opportunity areas to streamline assistance requests, balance automation with human touch, and improve overall trust in the system. This project highlights my ability to analyze complex service ecosystems and generate research-driven, human-centered strategies that make everyday retail experiences smoother, more efficient, and empathetic.

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Take a peak into all the project files here.