Growth product design

Walmart+ acquisition experience at service tab

COMPANY

Walmart

ROLE

Growth designer

Platform

App

Timeline

Q2 2024

Project description

From the Walmart app's service tab, where customers browse for services or access in-store tools, non-members have visibility into Walmart+ member-exclusive in-store benefits, such as mobile scan & go and fuel savings. Walmart+ is a membership program designed to help customers save money and time across their shopping journey. However, non-members often fail to understand the value of these benefits or how they can enhance their in-store shopping experience, resulting in missed opportunities for Walmart+ membership sign-ups.

What I did:

I redesigned the acquisition experience in the Walmart app’s service tab to help non-members discover relevant Walmart+ benefits based on their shopping journey.

Partnering with product and analytics teams to identify high-consideration moments within the service tab to maximize membership sign-ups.
Collaborating with content designers to craft clear and compelling value propositions that resonate with non-members.
Aligning stakeholders on the importance of surfacing Walmart+ benefits contextually based on customer intent.

Who I worked with:

I collaborated with a cross-functional team, including product partners, designers, engineers, analytics partners, and content designers from Walmart+ and the service team. My role was to drive design alignment across teams to ensure the acquisition experience effectively drove membership sign-ups.

Metric & impact

Due to an NDA, I’m unable to share specific data, but the redesign led to:

Significant growth in membership sign-ups.
Improved usage and adoption rates of Walmart+ benefits, indicating stronger customer engagement with the service.

Process

To begin, I conducted a comprehensive audit of the current acquisition experience within the Walmart app’s service tab.

Reviewing analytics data

Although the current touchpoint displaying Walmart+ benefits has a high click-through rate due to its prominent placement on the page, the sign-up rate remains low.

Identifying customer pain points

Customers fail to understand the value of Walmart+ exclusive benefits, leading to hesitation when considering a free trial sign-up. While users can see the benefits, they do not fully recognize how these benefits fit into their lifestyle or improve their shopping experience.

Solution

Android version
A/B test of multiple benefit messages & Scan and Go benefit. Multiple benefit had a better click rate on Android customers who valued the convenience of free delivery.
ios version
iOS customers had better engagement with Scan & Go as an in-store benefit, appreciating how it saves time for faster checkout.
Free trial sign up page
Enable customers to recognize the value of membership and choose a payment plan that aligns with their budget to make a confident sign-up decision.
Android version
A/B test of multiple benefit messages & Scan and Go benefit. Multiple benefit had a better click rate on Android customers who valued the convenience of free delivery.
ios version
iOS customers had better engagement with Scan & Go as an in-store benefit, appreciating how it saves time for faster checkout.
Free trial sign up page
Enable customers to recognize the value of membership and choose a payment plan that aligns with their budget to make a confident sign-up decision.
Android version
A/B test of multiple benefit messages & Scan and Go benefit. Multiple benefit had a better click rate on Android customers who valued the convenience of free delivery.
ios version
iOS customers had better engagement with Scan & Go as an in-store benefit, appreciating how it saves time for faster checkout.
Free trial sign up page
Enable customers to recognize the value of membership and choose a payment plan that aligns with their budget to make a confident sign-up decision.
Android version
A/B test of multiple benefit messages & Scan and Go benefit. Multiple benefit had a better click rate on Android customers who valued the convenience of free delivery.
ios version
iOS customers had better engagement with Scan & Go as an in-store benefit, appreciating how it saves time for faster checkout.
Free trial sign up page
Enable customers to recognize the value of membership and choose a payment plan that aligns with their budget to make a confident sign-up decision.

Android version
A/B test of multiple benefit messages & Scan and Go benefit. Multiple benefit had a better click rate on Android customers who valued the convenience of free delivery.
ios version
iOS customers had better engagement with Scan & Go as an in-store benefit, appreciating how it saves time for faster checkout.
Free trial sign up page
Enable customers to recognize the value of membership and choose a payment plan that aligns with their budget to make a confident sign-up decision.
Android version
A/B test of multiple benefit messages & Scan and Go benefit. Multiple benefit had a better click rate on Android customers who valued the convenience of free delivery.
ios version
iOS customers had better engagement with Scan & Go as an in-store benefit, appreciating how it saves time for faster checkout.
Free trial sign up page
Enable customers to recognize the value of membership and choose a payment plan that aligns with their budget to make a confident sign-up decision.
Android version
A/B test of multiple benefit messages & Scan and Go benefit. Multiple benefit had a better click rate on Android customers who valued the convenience of free delivery.
ios version
iOS customers had better engagement with Scan & Go as an in-store benefit, appreciating how it saves time for faster checkout.
Free trial sign up page
Enable customers to recognize the value of membership and choose a payment plan that aligns with their budget to make a confident sign-up decision.
Android version
A/B test of multiple benefit messages & Scan and Go benefit. Multiple benefit had a better click rate on Android customers who valued the convenience of free delivery.
ios version
iOS customers had better engagement with Scan & Go as an in-store benefit, appreciating how it saves time for faster checkout.
Free trial sign up page
Enable customers to recognize the value of membership and choose a payment plan that aligns with their budget to make a confident sign-up decision.

Project description

Project description

Project description

Process

Process

Process

Solution

Solution

Solution

Android version

ios version

Free trial sign up page

Android version

ios version

Free trial sign up page