E-commerce Monetization

Monetization is the opportunity for Advertisers to boost visibility for their products, through personalized and strategic placements, across the Kroger website and app to inspire shoppers throughout their journey.

We've spoken to Advertisers beforehand to consider their perspective and reach a balance between user and business needs.

The user study aimed to understand the Kroger's

e-commerce current state, regarding the Ads in

search results page, discover new opportunities

and test new formats.

Summary

Briefing

Research Question:

How can Kroger use paid onsite placements to provide a valuable experience to the customer?

Observe, analyse and discover what users do in Kroger's
e-commerce.

Goals

Understand intent of eCommerce Customer
Identify struggles of eCommerce Customer
Identify high and low performance areas
Understand the ways the shopper prefers for a brand to showcase

Methods

• Discovery session

• Research Plan

• Moderated Study

• Interviews

• Unmoderated Study in UserZoom

• Usability test

• Working Sessionns

• Share Out

• Ideation sessions

Research Impacts

• Considering all the participants thoughts it is safe to say that there is room for improvements to

provide a better paid experience for the customer.

• Through research, we transform the $5 Million

clicks into $7 Million

• Implement research into the company culture

Step-by-step process, flexible and agile

My Roles

UX Researcher
Design Lead

Tools

Confluence
Jira
Figma
Figjam
Slack

My Learnings

Most customers are coming to the search page to look for a specific item in mind
In the current scenario, customers do not usually interact with Banner Ads as part of the shop journey.
Most participants disliked unrelated products appearing in the first results because they find it confusing or annoying

Considerations

HMW change the routine of Ads interaction from "occasionally" to "often" using more personalized content?
HMW display complementary products and don't cause confusion/ bother the consumer?
HMW display more inspirational content in an organized way for the consumer?
HMW deliver better Ads (content, size and placement) for the shoppers?

Prototypes