Customer Journey DocumentationSummer Semester 2011 – Adjunct Professor Alisan Atvur

Hayley EfirdKroger

Task: To Sign Up for a Kroger Plus Card

Project Task

• “How do I sign up for a Kroger Plus Card?”

Differences in Navigation Experience

• There were major differences in my navigation experience online compared to in the store. With signing up for a Kroger Plus card as my goal, I walked into Kroger specifically looking for the Customer Service desk. I knew this was the place I should go to sign up for one, or at least start my journey. Right when I walked in the Customer Service desk was at the front, extremely easy for the customer to find. As I went online to pursue my same goal, the journey was a little bit longer but just as easy as 1,2,3. Both journeys were easily accessible and not too challenging for the customer. I applaud Kroger for their online web design, as well as the placing of the Customer Service desk.

In-Store Navigation Difficulties

• I cannot say that I experienced a specific difficulty or challenge while navigation inside Kroger. I might suggest to Kroger that they could provide a big sign by the front door or hanging by the Customer Service desk that says, “Get Kroger Plus Card Here”. I suggest this for the few people who do not automatically think to go to the Customer Service desk to obtain this card.

Online Navigation Difficulties

• I did not experience any online navigation difficulties that I can recall. I know there is always room for improvement but I did not have any trouble with my task. I never had to push the back button nor did I ever get frustrated. The website was easily accessible for the task set in mind.

Observation D

• The user would most likely perform this act of obtaining a Kroger Plus card in store. However, other users who are more internet friendly would most likely apply online. Either way is easy and convenient, I guess it would just depend if you were already in the store or were online and decided to get one at that moment. I wouldn’t change this equal accessibility between the online or in-store method because they are equally beneficial and easily understood.