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.
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.
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
