Kroger Pay at the Pump
Enhancing the Kroger Pay experience even further!
Kroger Pay at the Pump is giving customers:
More control over their transactions while driving digital payment adoption and business growth.
Role: Product Designer
Employer: Kroger
Platforms: Mobile
Areas: Research & Design
Kroger Pay at the Pump
Driving Customer Control & Business Growth
Kroger Pay at the Pump was designed to provide a seamless, cashless fuel payment experience. However, customers lacked an essential feature—the ability to enter a custom dollar amount for their transaction.
This limitation led to customer frustration, abandoned transactions, and missed business opportunities. By introducing a simple, well-thought-out solution, we improved the user experience while aligning with Kroger’s business goals of increasing digital payment adoption and transaction completion rates.
Identifying the Problem
Customer Pain Points
✔ Limited Payment Options – Customers could only choose preset amounts or authorize a full tank.
✔ Lack of Control – Budget-conscious users needed an exact payment option.
✔ Gift Card & Balance Issues – Prepaid card users struggled with fixed amounts.
✔ Transaction Abandonment – Users canceled purchases due to payment inflexibility.
Business Challenges
✔ Lower Kroger Pay Adoption – Frustrated users chose other payment methods.
✔ Lost Revenue – Incomplete transactions due to limited payment flexibility
✔ Competitive Disadvantage – Other providers allowed custom amounts, making Kroger Pay less appealing.
In short, the solution needed to be intuitive, quick to implement, and impactful for both customers and business growth.
A Simple Yet Effective Solution
Designing for Flexibility & Ease of Use
We introduced a Custom Dollar Amount feature to address key pain points:
✔ Full Spending Control – Users can enter any amount.
✔ Real-Time Validation – Prevents errors like exceeding available balance.
✔ Seamless Integration – Fits naturally into the existing Kroger Pay flow
Key Design Considerations
✔ Speed & Simplicity – Placed above presets for intuitive use.
✔ Error Prevention – Real-time validation ensures valid entries.
✔ Easy Adoption – No learning curve; users can engage instantly.
Kroger Pay at the Pump
Custom amount
What is it?
The custom amount option gives users control over how much they spend on fuel, allowing them to enter a specific dollar amount instead of defaulting to a full tank.
Why This Works for Users:
✔ Financial Flexibility: Users can budget their fuel expenses instead of always filling up.
✔ Convenience: Helps when using cash or a prepaid card with a set balance.
✔ Control & Transparency: Users know exactly how much they’re spending before they begin fueling.
Entering Custom Fuel Amount
The Custom Amount feature led to immediate improvements:
📈 10% increase in completed transactions.
💳 Higher Kroger Pay adoption, reducing reliance on third-party payments.
👍 Fewer customer complaints about payment flexibility.
Takeaways
What Made Kroger Pay at the Pump a Win?
✔ We solved a major friction point, improving business performance.
✔ We balanced user needs with business goals, boosting digital payments.
✔ We delivered a seamless UX enhancement with minimal onboarding.
Conclusion
By making a simple yet strategic enhancement to Kroger Pay at the Pump, we:
✔ Improved customer satisfaction
✔ Increased transaction completion rates
✔ Drove adoption of Kroger’s digital payment ecosystem
