End-to-End Experience Design
Building Walmart's Online Pet Pharmacy from 0 to 1
Project description
Project description
Project description
In 2023, the PetRx team launched an integrated online pet prescription service at Walmart, allowing pet parents to enjoy the convenience of a one-stop shop for all their pet needs.
What I did:
I delivered the end-to-end MVP experience for the pet prescription fulfillment journey, ensuring seamless integration across all touchpoints and flows. Leading the design discovery phase, I translated the long-term business goal of creating an all-in-one pet care destination into a North Star vision, aligning design, product, business, and engineering teams around a shared experience.
By visualizing the ideal end-state, I influenced the product roadmap, advocating for user needs and business opportunities to ensure the most impactful features were prioritized for launch.
Who I worked with:
The PetRx project was highly complex, involving collaboration with 30+ cross-functional teams, including all eCommerce teams such as the Discovery team (search, item page), Transaction team (cart, checkout, fulfillment), Post-Transaction team and account team. Additionally, I partnered with the Pharmacy pillar to ensure the experience met all pharmacy and compliance requirements.
Throughout the project, I worked closely with product partners, engineers, content designers, ADA (accessibility) team, legal team, and other key stakeholders to align on user needs, business goals, and technical feasibility.
Impact:
Over 1.2 million pet profiles were added to Walmart accounts within 13 months of launch.
Introduced personalized product recommendations on the "My Pets" page, driving high add-to-cart (ATC) engagement from pet parents.
Process
Process
Process
As part of the North Star, I crafted a user story where pet parents place their first pet prescription order, covering key steps like creating a pet profile and adding vet information. I also explored how pet parents could join Walmart+ to access free tele-vet services as a pet-exclusive benefit. The journey ends with a moment of celebration, reinforcing Walmart as a trusted pet care destination.
purchase pet prescription
Highlight the convenience of AutoRefill, allowing pet parents to easily switch between a one-time purchase or AutoRefill.
CREATE PET PROFILE
Profile page required for Rx order & designed to be easy to navigate, reducing friction & so pet parents complete their order smoothly.
Add vet page
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
purchase pet prescription
Highlight the convenience of AutoRefill, allowing pet parents to easily switch between a one-time purchase or AutoRefill.
CREATE PET PROFILE
Profile page required for Rx order & designed to be easy to navigate, reducing friction & so pet parents complete their order smoothly.
Add vet page
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
purchase pet prescription
Highlight the convenience of AutoRefill, allowing pet parents to easily switch between a one-time purchase or AutoRefill.
CREATE PET PROFILE
Profile page required for Rx order & designed to be easy to navigate, reducing friction & so pet parents complete their order smoothly.
Add vet page
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
purchase pet prescription
Highlight the convenience of AutoRefill, allowing pet parents to easily switch between a one-time purchase or AutoRefill.
CREATE PET PROFILE
Profile page required for Rx order & designed to be easy to navigate, reducing friction & so pet parents complete their order smoothly.
Add vet page
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
purchase pet prescription
Highlight the convenience of AutoRefill, allowing pet parents to easily switch between a one-time purchase or AutoRefill.
CREATE PET PROFILE
Profile page required for Rx order & designed to be easy to navigate, reducing friction & so pet parents complete their order smoothly.
Add vet page
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
purchase pet prescription
Highlight the convenience of AutoRefill, allowing pet parents to easily switch between a one-time purchase or AutoRefill.
CREATE PET PROFILE
Profile page required for Rx order & designed to be easy to navigate, reducing friction & so pet parents complete their order smoothly.
Add vet page
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
purchase pet prescription
Highlight the convenience of AutoRefill, allowing pet parents to easily switch between a one-time purchase or AutoRefill.
CREATE PET PROFILE
Profile page required for Rx order & designed to be easy to navigate, reducing friction & so pet parents complete their order smoothly.
Add vet page
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
purchase pet prescription
Highlight the convenience of AutoRefill, allowing pet parents to easily switch between a one-time purchase or AutoRefill.
CREATE PET PROFILE
Profile page required for Rx order & designed to be easy to navigate, reducing friction & so pet parents complete their order smoothly.
Add vet page
Customizable settings allow users to tailor scheduling preferences and priorities to their unique needs.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Pet added confirmation
Provided instant feedback to confirm the customer's successful action and guided them to the next step in the process.
aDDED PET ITEM PAGE
Allowed customers to review and edit pet and vet information to avoid mistakes and ensure accurate prescription fulfillment.
Thank you page
Invited pet parents to explore the "My Pets" page, where they can edit or add pet profiles, discover personalized items, and more.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Birthday celebration
Celebrate the big day with pet parents by summarizing their journey at Walmart and rewarding them for their loyalty, recognizing their commitment to their pets & Walmart
Emphasize key moments
Highlight the pet parents' spending and efforts in caring for their pets, showcasing their commitment and the value they place on their pet's well-being.
Build long-term relationships
Calling out the benefits of pet care through Walmart, fostering loyalty and encouraging continued engagement with our services.
Solution
Solution
Solution
North star illustrates the ideal experience, enabling quick leadership alignment on design direction. It also helps break down the essential components for a Minimal Lovable Launch (MLL). By collaborating with product partners, we identify key priorities ("big rocks") and strategically sequence them to ensure efficient execution within our tight timeline.
I partnered with the design system team to create illustrations that align with brand guidelines, ensuring a consistent experience across Walmart.com.
Pet parents can easily purchase pet prescription, pet supplies and everyday items with single basket.
pet profile
I balanced the pet profile to meet compliance requirements, ensuring that pharmacists have all the information for accurate prescription fulfillment, while maintaining it is easy to navigat.
pet profile
Split the long list of questions into two sections to reduce overwhelm & drop-offs. Pet parents find the page more intuitive and understanding the importance of the information.
Design all the edge use cases
Design for all edge cases by providing an easy way out for customers when vet information is unavailable, allowing them to still complete their order without issues.
pet profile
I balanced the pet profile to meet compliance requirements, ensuring that pharmacists have all the information for accurate prescription fulfillment, while maintaining it is easy to navigat.
pet profile
Split the long list of questions into two sections to reduce overwhelm & drop-offs. Pet parents find the page more intuitive and understanding the importance of the information.
Design all the edge use cases
Design for all edge cases by providing an easy way out for customers when vet information is unavailable, allowing them to still complete their order without issues.
pet profile
I balanced the pet profile to meet compliance requirements, ensuring that pharmacists have all the information for accurate prescription fulfillment, while maintaining it is easy to navigat.
pet profile
Split the long list of questions into two sections to reduce overwhelm & drop-offs. Pet parents find the page more intuitive and understanding the importance of the information.
Design all the edge use cases
Design for all edge cases by providing an easy way out for customers when vet information is unavailable, allowing them to still complete their order without issues.
pet profile
I balanced the pet profile to meet compliance requirements, ensuring that pharmacists have all the information for accurate prescription fulfillment, while maintaining it is easy to navigat.
pet profile
Split the long list of questions into two sections to reduce overwhelm & drop-offs. Pet parents find the page more intuitive and understanding the importance of the information.
Design all the edge use cases
Design for all edge cases by providing an easy way out for customers when vet information is unavailable, allowing them to still complete their order without issues.
pet profile
I balanced the pet profile to meet compliance requirements, ensuring that pharmacists have all the information for accurate prescription fulfillment, while maintaining it is easy to navigat.
pet profile
Split the long list of questions into two sections to reduce overwhelm & drop-offs. Pet parents find the page more intuitive and understanding the importance of the information.
Design all the edge use cases
Design for all edge cases by providing an easy way out for customers when vet information is unavailable, allowing them to still complete their order without issues.
pet profile
I balanced the pet profile to meet compliance requirements, ensuring that pharmacists have all the information for accurate prescription fulfillment, while maintaining it is easy to navigat.
pet profile
Split the long list of questions into two sections to reduce overwhelm & drop-offs. Pet parents find the page more intuitive and understanding the importance of the information.
Design all the edge use cases
Design for all edge cases by providing an easy way out for customers when vet information is unavailable, allowing them to still complete their order without issues.
pet profile
I balanced the pet profile to meet compliance requirements, ensuring that pharmacists have all the information for accurate prescription fulfillment, while maintaining it is easy to navigat.
pet profile
Split the long list of questions into two sections to reduce overwhelm & drop-offs. Pet parents find the page more intuitive and understanding the importance of the information.
Design all the edge use cases
Design for all edge cases by providing an easy way out for customers when vet information is unavailable, allowing them to still complete their order without issues.
pet profile
I balanced the pet profile to meet compliance requirements, ensuring that pharmacists have all the information for accurate prescription fulfillment, while maintaining it is easy to navigat.
pet profile
Split the long list of questions into two sections to reduce overwhelm & drop-offs. Pet parents find the page more intuitive and understanding the importance of the information.
Design all the edge use cases
Design for all edge cases by providing an easy way out for customers when vet information is unavailable, allowing them to still complete their order without issues.
Next steps
Continued to iterate the design to reduce order cancellation rates caused by vet prescription denials, improving the overall customer experience. Enhanced the Pet Pharmacy service discoverability within the app and further optimized the pet profile to better understand each pet, providing personalized recommendations and tailored services.