walmart-logo-white

Senior Product Designer

August 2023 - January 2024

Objectives:
  • Frictionless start
  • Continuous support
  • More flexibility
  • Seamless customer experience
  • Customer knowledge (metrics)
Deliverables:
  • Brand Shop Builder refresh
  • Applied data-driven UX design
  • Userflows
  • Initial platform designs
  • Interactive prototype
Project Brief:
As part of the AdOps team at Walmart via Apex Systems, I designed a new version of the Brand Shop Builder. This platform is for first party (1P) and third party (3P) sellers seeking to compete with Amazon Seller Central. Due to suboptimal user experience design and inefficiencies, building a brand page is difficult for users. Therefore, it limits Walmart’s growth in the e-commerce market.
walmart-logo-white

Senior Product Designer

August 2023 - January 2024

Deliverables:
  • Brand Shop Builder refresh
  • Applied data-driven UX design
  • Userflows
  • Initial platform designs
  • Interactive prototype
Project Brief:
As part of the AdOps team at Walmart via Apex Systems, I designed a new version of the Brand Shop Builder. This platform is for first party (1P) and third party (3P) sellers seeking to compete with Amazon Seller Central. Due to suboptimal user experience design and inefficiencies, building a brand page is difficult for users. Therefore, it limits Walmart’s growth in the e-commerce market.
walmart-logo-white

Senior Product Designer

August 2023 - January 2024

Deliverables:
  • Brand Shop Builder refresh
  • Applied data-driven UX design
  • Userflows
  • Initial platform designs
  • Interactive prototype
Project Brief:
As part of the AdOps team at Walmart via Apex Systems, I designed a new version of the Brand Shop Builder. This platform is for first party (1P) and third party (3P) sellers seeking to compete with Amazon Seller Central. Due to suboptimal user experience design and inefficiencies, building a brand page is difficult for users. Therefore, it limits Walmart’s growth in the e-commerce market.

Previous Design

In late May 2023, Shop Builder Beta was launched. It was important to understand people’s first time experience using Shop Builder. A Brand Shop page is a digital storefront that showcases a brand and its products. A Shelf page contains a curated assortment of items from a brand designed with a specific theme, or promotion in mind.

The main steps are as follows:
  • Create a shop
  • Add hero banner
  • Add category hub
  • Add item carousel
  • Add promo cards
brand-shop-previous-design
Brand Shop Builder 2.0

The primary goal is to deliver a self-service solution allowing Walmart’s 1P and 3P brand owners to build Brand Shops and Shelf pages for Walmart.com and Walmart’s mobile apps.

Create a shop
First time experience
walmart-create-a-shop
Shop manager
shop-manager
Select template
brand-shop-manager
Build a Brand Shop
Hero Banner
walmart-brandshop-builder-build-hero-image
Category Hub
brand-shop-category-hub
Item Carousel
Promo Cards
brand-shops-promo-cards
Tiles
brand-shop-tiles
Preview
Demo Video
Outcomes:
After the creation of iterations on the new Brand Shop 2.0 (which is still a work in progress), key metrics were measured to ensure that the design was going in the right direction.

These were the results:
  • The Task Completion Time Variability decreased by 5.2 minutes, 26% less than before
  • Customer Effort Score (CES) decreased from 6.3 points to 4.2 points, 2.1 points less than previous design
  • First-time User Experience (FTUE) Score rose from 2.5 to 4.2, 1.7 points more than previous design
  • Help Request Rate decreased from 8% to 3.3%, 4.7% less than before
Previous Design
In late May 2023, Shop Builder Beta was launched. It was important to understand people’s first time experience using Shop Builder.

The main steps are as follows:

  1. Create a shop
  2. Add hero banner
  3. Add category hub
  4. Add item carousel
  5. Add promo cards
brand-shop-previous-design
Brand Shop Builder 2.0
The primary goal is to deliver a self-service solution allowing Walmart’s 1P and 3P brand owners to build Brand Shops and Shelf pages for Walmart.com and Walmart’s mobile apps.
Create a shop
First time experience
walmart-create-a-shop
Shop manager
shop-manager
Select template
brand-shop-manager
Build a Brand Shop
Hero Banner
walmart-brandshop-builder-build-hero-image
Category Hub
brand-shop-category-hub
Item Carousel
Demo video
Outcomes:
After the creation of iterations on the new Brand Shop 2.0 (which is still a work in progress), key metrics were measured to ensure that the design was going in the right direction.

These were the results:
  • The Task Completion Time Variability decreased by 5.2 minutes, 26% less than before
  • Customer Effort Score (CES) decreased from 6.3 points to 4.2 points, 2.1 points less than previous design
  • First-time User Experience (FTUE) Score rose from 2.5 to 4.2, 1.7 points more than previous design
  • Help Request Rate decreased from 8% to 3.3%, 4.7% less than before
Previous Design
In late May 2023, Shop Builder Beta was launched. It was important to understand people’s first time experience using Shop Builder.

The main steps are as follows:

  1. Create a shop
  2. Add hero banner
  3. Add category hub
  4. Add item carousel
  5. Add promo cards
brand-shop-previous-design
Brand Shop Builder 2.0
The primary goal is to deliver a self-service solution allowing Walmart’s 1P and 3P brand owners to build Brand Shops and Shelf pages for Walmart.com and Walmart’s mobile apps.
Create a shop
walmart-create-a-shop
Build a Brand Shop
walmart-brandshop-builder-build-hero-image
Preview
Demo
walmart-brand-shop-builder-2.0
Outcomes:
These were the results:  
  • The Task Completion Time Variability decreased by 5.2 minutes, 26% less than before
  • Customer Effort Score (CES) decreased from 6.3 points to 4.2 points, 2.1 points less than previous design
  • First-time User Experience (FTUE) Score rose from 2.5 to 4.2, 1.7 points more than previous design
  • Help Request Rate decreased from 8% to 3.3%, 4.7% less than before