Growth product design
Enhancing Walmart+ Acquisition Experience for Pickup Customers
Project description
Project description
Project description
Currently, 2.6 million Walmart customers who order online and pick up in-store miss out on the valuable time and cost-saving benefits of Walmart+. I redesigned the acquisition experience for pickup customers by introducing visually prominent treatments and contextual benefit highlights, driving higher engagement and increased free trial sign-ups.
Currently, 2.6 million Walmart customers who order online and pick up in-store miss out on the valuable time and cost-saving benefits of Walmart+. I redesigned the acquisition experience for pickup customers by introducing visually prominent treatments and contextual benefit highlights, driving higher engagement and increased free trial sign-ups.
Currently, 2.6 million Walmart customers who order online and pick up in-store miss out on the valuable time and cost-saving benefits of Walmart+. I redesigned the acquisition experience for pickup customers by introducing visually prominent treatments and contextual benefit highlights, driving higher engagement and increased free trial sign-ups.
What I did
Analyzed the end-to-end shopping journey and current acquisition strategy for pickup customers to identify gaps.
Uncover sign-up barriers and opportunities from user research
Collaborated with cross-functional teams to ideate and align on solutions.
Delivered final designs and supported VQA to ensure a high-quality launch.
Analyzed the end-to-end shopping journey and current acquisition strategy for pickup customers to identify gaps.
Uncover sign-up barriers and opportunities from user research
Collaborated with cross-functional teams to ideate and align on solutions.
Delivered final designs and supported VQA to ensure a high-quality launch.
Analyzed the end-to-end shopping journey and current acquisition strategy for pickup customers to identify gaps.
Uncover sign-up barriers and opportunities from user research
Collaborated with cross-functional teams to ideate and align on solutions.
Delivered final designs and supported VQA to ensure a high-quality launch.
Impact
Due to an NDA, I’m unable to share specific data, but the redesign led to:
Increased free trial sign-ups among non-members.
Boosted paid membership conversions from previously churned members.
Improved awareness of Walmart+ benefits, encouraging more customers to explore membership value.
Shaped the roadmap for future pickup order testing and optimizations.
Due to an NDA, I’m unable to share specific data, but the redesign led to:
Increased free trial sign-ups among non-members.
Boosted paid membership conversions from previously churned members.
Improved awareness of Walmart+ benefits, encouraging more customers to explore membership value.
Shaped the roadmap for future pickup order testing and optimizations.
Due to an NDA, I’m unable to share specific data, but the redesign led to:
Increased free trial sign-ups among non-members.
Boosted paid membership conversions from previously churned members.
Improved awareness of Walmart+ benefits, encouraging more customers to explore membership value.
Shaped the roadmap for future pickup order testing and optimizations.
Process
I summarized the key barriers preventing pickup customers from engaging with Walmart+:
I summarized the key barriers preventing pickup customers from engaging with Walmart+:
I summarized the key barriers preventing pickup customers from engaging with Walmart+:
Banner blindness
Banner blindness
Users report significant time savings and improved productivity through optimized scheduling recommendations.
Users report significant time savings and improved productivity through optimized scheduling recommendations.
Perceived Lack of Value
Perceived Lack of Value
While some pickup customers are aware of Walmart+ delivery benefits, they don’t find the delivery service alone compelling enough to justify the membership cost.
While some pickup customers are aware of Walmart+ delivery benefits, they don’t find the delivery service alone compelling enough to justify the membership cost.
Banner blindness
Banner blindness
Users report significant time savings and improved productivity through optimized scheduling recommendations.
Users report significant time savings and improved productivity through optimized scheduling recommendations.
How might we
How might we
How might we
Reduce banner blindness by creating more visually prominent and engaging ways to showcase Walmart+ benefits during the pickup experience?
Reduce banner blindness by creating more visually prominent and engaging ways to showcase Walmart+ benefits during the pickup experience?
Increase customer awareness of the immediate, tangible value Walmart+ offers, beyond just delivery, to drive higher engagement and sign-up interest?
Increase customer awareness of the immediate, tangible value Walmart+ offers, beyond just delivery, to drive higher engagement and sign-up interest?
Demonstrate Walmart+ membership value in a way that overcomes perceptions of redundancy (especially for Amazon Prime users) and emphasizes how Walmart+ can complement their existing subscriptions?
Demonstrate Walmart+ membership value in a way that overcomes perceptions of redundancy (especially for Amazon Prime users) and emphasizes how Walmart+ can complement their existing subscriptions?
Concept 1
Help customer to discovery fuel saving through Walmart+ and get more things done from same trip.
Concept 2
Entertain them with content from Paramount+ which introduce pickup customer to this benefit
Concept 3
Introduce a sticky banner to nudge customers toward discovering the multiple benefits Walmart+ offers.
Concept 3
Introduce a sticky banner to nudge customers toward discovering the multiple benefits Walmart+ offers.
Concept 3
Manage your bookings easily with built-in booking widget.
Concept 1
Help customer to discovery fuel saving through Walmart+ and get more things done from same trip.
Concept 2
Entertain them with content from Paramount+ which introduce pickup customer to this benefit
Concept 3
Introduce a sticky banner to nudge customers toward discovering the multiple benefits Walmart+ offers.
Solution
Solution
sticky banner
Concept 3 interaction - sticky banner increased sign up of never- member and expired members.
Multiple Benefits Page
Invite customer to learn benefit details and confirm the payment plan.
Thank you page
Digital onboarding experience to welcome customer and nudge them to explore benefits
Phase one we have launched the sticky banner where invite customer to explore multiple benefits including
Solution
Next step
Next step
Next step
The Fuel and Paramount+ concepts received highly positive feedback from stakeholders. However, due to engineering effort constraints, we did not prioritize them for testing. With alignment from fuel business partners, Walmart+ product partners, these concepts have been added to the roadmap for future development.
The Fuel and Paramount+ concepts received highly positive feedback from stakeholders. However, due to engineering effort constraints, we did not prioritize them for testing. With alignment from fuel business partners, Walmart+ product partners, these concepts have been added to the roadmap for future development.
Subscription Redundancy
Many pickup customers already have Amazon Prime and don’t see a strong reason to add another subscription, limiting their interest in Walmart+.
sticky banner
Visually promoment entry point improved engagement rate
Manage bookings
Manage your bookings easily with built-in booking widget.