I'm Emma Ficke

Kroger Points 2.0

I led the MVP that expanded Kroger's points program beyond fuel, enabling customers to redeem points for money off groceries. This shift made loyalty more relevant to non-drivers and broadened the program's value, creating a foundation for stronger engagement across households.

View Case Study

Product Card Componentization

I led the strategic redesign of Kroger's product display system, balancing brand aspirations with customer needs through extensive research. This project established scalable component patterns while pioneering AI-powered design tools, creating a foundation for consistent experiences across platforms.

Research Ops & Insight Hub

I architected and implemented a comprehensive research operations system that transformed how 100+ designers access and utilize customer insights. This centralized hub democratized research findings, enabling data-driven decisions across the organization while establishing scalable processes.

Multi-Step Offers & Gamification

I designed and launched an innovative gamified loyalty experience that transformed traditional offers into engaging multi-step journeys. Through comprehensive user research and iterative testing, this feature drove significant engagement increases and established new patterns for digital loyalty.

Savings Center MVP

I designed and validated a unified dashboard showing customers their comprehensive savings across all touchpoints—YTD savings, coupons, fuel, and time saved. Through rigorous two-part testing with 98 participants, this project created a centralized hub that celebrated customer value.