Walmart eCommerce

Product Design for Sam's Club

10 weeks, team of 6 | web, mobile, product, agile sprints

Overview

Sam's Club is an American warehouse chain that depends on a tiered membership model. There are a total of 600 clubs across the U.S. and Puerto Rico helping millions of people save money with high-quality products and services. In general, we aim to create more membership value with this project.

My Role

Product Design Intern: As a part of the membership team, I worked in collaboration with UX researchers, content designers, and other product designers to ideate and iterate on this high-stakes project. We created a product with an estimate launch date of January 2021.

Skills

Figma
User Flows
A/B Testing
Service Blueprint
Data Visualization

NOTE: This project is under NDA.

To protect the confidentiality of Walmart eCommerce and Sam's Club, I can only share my general design process and information already made publicly available.

01 The Problem

How to innovate for more member value?

For the 600 Sam's Club locations, every member deserves to have the highest quality of value from their memberships. During the current shopping experience, we have identified certain pain points during their shopping experience that we can leverage as opportunities for redesign.

PROBLEM STATEMENT

How might we create and retain member value?

02 The Solution

Designed for the frequent shopper

Our innovative product is designed to serve both the in-person and online shoppers who want to make the most of their membership.

For web and mobile

The design applies to both the web and mobile interfaces of this digital experience, making it more accessible for our members.

03 The Process

Definition

UX Goals
Business Goals
Flow Diagram

Ideation

Affinity Map
Journey Map
Service Blueprint
Competitive Audit

Prototype

Wireframing
Iconography
Data Visualization
Low & High Fidelity

04 Definition

Understanding the Requirements

We first analyzed the Products Requirements Document (PRD) from our product manager to understand the business goals that we're working to achieve. Similarly, we defined UX goals that we used to guide our design process. With the definition of both the business and UX requirements, we had a clearer vision of what to prioritize and pursue.

After, I created a flow diagram to visualize these requirements while considering the information hierarchy. This flow diagram dissected the PRD into more digestable chunks and communicated to the rest of the team which pieces of information to include and in what order.

05 Ideation

Innovating for a more valuable experience

Before beginning to ideate, we made sure we understood the current user journey through a service blueprint. The service blueprint allowed us to understand the current paint points and where there could be opportunities of redesign.

Next, we had a timed brainstorming session to create as many new ideas as possible. Due to its timed nature, we were encouraged to not limit ourselves with what the new design could be. We organized these ideas using an affinity map to identify key themes and patterns with our ideas.

We then created a user journey map reflecting the ideal member experience to understand the digital touchpoints and emotions. We also used this user journey to map how our brainstormed ideas would play into the member's shopping experience.

The last step of this ideation phase involved conducting multiple competitive analyses of different parts of the user journey to understand how other companies are approaching this problem. Doing so helps us find inspiration with design and interaction patterns as well as understand what is and isn't working well currently.

06 Iteration

Increasing fidelity with every iteration

We increased the fidelity of our designs from simple wireframes of our user flow, to more defined and detailed mockups. Through internal rounds of feedback during product reviews, we incorporated this feedback in the next iteration.

Refining concept through agile sprints

Not only did we increase our fidelity with every sprint, but we also refined the concept. A part of the refinement included considering different types of use cases and designing for each one.

07 Next Steps

Conduct more usability tests and iterate based on findings.

Incorporate branding from marketing and content and creative.

After product launch, continue to gather user feedback and iterate.

08 Learnings

Start wireframes on mobile first, then move to desktop. Doing so prioritizes which pieces of information to include.
‍

Place designs in context when asking for feedback. This allows for a more comprehensive overview of the design, consequently leading to more-informed feedback.

Successful product design is a balance of desirability and viability. Although the design must meet users' needs, product designers must also consider how their designs impact the business short-term and long-term.