Rethinking the Self-Checkout Experience at Kroger
Project Brief
This project examined the challenges of Kroger’s self-checkout system through a service design lens. While self-checkout promises speed and convenience, our research uncovered deeper issues of accountability, employee burden, and customer trust. Using tools such as the 5 Whys analysis, journey mapping, and a service blueprint, we traced the experience from kiosk assignment to exit, identifying where breakdowns occur between customers, attendants, technology, and oversight systems.
Our findings revealed that theft and customer frustration are not simply the result of faulty machines but stem from overloaded attendants, unclear policies, insufficient training, and underutilized AI technology. These systemic gaps lead to delayed responses, inconsistent enforcement, and a loss of trust for both employees and shoppers.
Goal
The goal of this project was not to implement solutions but to research, analyze, and visualize data around self-checkout at Kroger. Our focus was on uncovering insights through primary and secondary research, then presenting those findings in a clear and compelling way using service design tools, analysis frameworks, and visual storytelling.
Team
Navyaa Taneja | Keerthi Ginuga | Krishnika Kundu | Siddharth Madaan
Role
Research & Insights Lead, Insights Analyst, Data Storytelling
Rising Theft, Stressed Staff, and Frustrated Customers - What’s Driving It All at Kroger’s Self-Checkout?
