Walmart+ Live Better Experience
Project
Create a Walmart+ web experience that is aimed at helping people while updating the design languange and increasing conversion rate.
Role
I led all creative efforts for this project, including:
Ideation and strategy
Research
Design
Content Direction
The Opportunity
Chances are you know what Walmart+ is. Grocery delivery with a few rotating perks. Easy enough to understand and market. Get the things you want without the hassle of having to go to Walmart.
Our team successfully explored solutions within this framework, leading with transactional language that drove solid conversion rates and simple yet effective design language,
But, I couldn’t shake the feeling that grocery delivery is so very uniquely positioned to have meaningful impact on people’s lives. Underrepresented people who are not living a life of privilege still need groceries and household essentials. With a Walmart in every neighborhood and the ability to deliver almost anything in their store, it has never been easier to empower people in need.
How do we reach these people?
The Discovery
My number one drive in my work is to help other people Walmart+ is the perfect product to do just that. I did a lot of independent research on underserved communities, letting empathy lead me on my path of discovery to understand perspectives that are not my own. What’s it like to overcome sensory sensitivities when you’re just trying to buy toothpaste? What’s it like to live without a vehicle, my grandma cannot drive but she still loves to cook, how can I make her life easier? How hard is it to shop with children?
Looking at the simple task of getting groceries without my own layers of privilege lead me to understand what our team was missing with our current landing page experience template.
The Solution
Content:
This really is a top to bottom revamp in how we speak to people. First and foremost I worked closely with our Content Designer to shift our voice from transactional language to empathetic language. We need to meet people where they are and do it in a conversational and supportive way without pandering. We’re no longer leading with pushing people to sign up. Instead, we are highlighting the ways Walmart+ can make life easier.
Another point of focus was to be up front and clear about pricing. Until now we have never shown pricing on the main landing page, but for this new audience I know budget and transparency matter.
We also brought forward testimonials and led with support language throughout, as well as creating more prominent highlights to government assistance programs.
Design:
To support this push for a clearer, more personal language I revamped our entire visual approach. Softening corners, bringing in organic brand shapes, and creating an intentional journey with strong hierarchy throughout the page. I added more space around each module, shortened content, and created more dedicated and purposeful areas of focus. All of this ads up to an experience that is much easier to read, understand, and digest. Instead of overwhelming users with offer after offer we are now allowing them to focus on the key highlights that will be most impactful in their lives.
The Impact
Overwhelmingly positive. Without getting too technical, this Live Better experience is served to users up to 70% of the time across all audiences, not just the audience I was looking to help, but every audience we have. Design has shifted to reflect this updated style in almost every instance. Conversions are up in every channel this experience is served in with rates as much as 31% higher than the original experience.