Ad Versioning
Goal: Provide an efficient product that creates over 1000 ad versions. An ad version is a personalized version of the Weekly digital ad, customized to a particular geographic location and even store.
Outcome: before, merchandisers must make one ad version at a time. Now the merchandisers use the system to make all ad versions at the same time
Tools Used
The Story
~ user research (survey & interviews & shadowing)
~ brainstorming & determine design direction
~ mapping out patterns
~ high-fidelity prototype
~ group user testing
~ production
The Gallery
Definitions
Ad Versions
Based on the geographic location data including division, county, and neighborhood, there is a very specified ad version that complies and is individually designed for that specific granular region
Weekly Digital Ad
As grocery shopping as turned digital, merchandisers must figure out the best content that fills those ads, 16 weeks out for each week
Shadowing
following the merchandisers as they look at every piece of data and copywrite and images to decide the best ways to present an item and its available price and promotion
My Personal Takeaways
this was my first self-owned product at Kroger. I had to take a lot of initiative to truly understand this space and do user research in a domain that no one has done before. I was also learning to navigate a lot of negative emotions, so I was able to resolve a lot of conflict and unrest by providing a product that was terribly overdue.