Streamlining Fragmented Seller Services: Walmart's Brand Shop Builder 2.0
AdOps Team
Design:
Senior Product Designer (Me)
Principal Product Designer
UX Director, Growth
Research:
Lead UX Researcher
Design Process
Re-imagining Walmart Connect’s Brand Shop Builder followed this process:
- Problem Identification: Identified poor usability due to complex workflow and no real-time preview
- Journey Mapping: Mapped 14-step process revealing users worked blindly without visual feedback
- Design Solutions: Re-designed interface with real-time preview functionality
- Usability Testing: Achieved 26% faster completion and 33% lower effort scores
- Implementation: Launched Brand Shop Builder 2.0 and reduced help desk requests by 58%
The Transformation
Beta Brand Shop
Before (Initial Launch)
Brand Shop 2.0
After (2.0 MVP)
Situation
Problem Identification
Due to suboptimal user experience design and inefficiencies, building a brand page was difficult for users. Therefore, it limited Walmart’s growth in the 3rd party seller market and couldn’t compete with Amazon Seller Central.
Inflexible Userflow with No Real-time Preview
The existing Brand Shop Builder created friction that prevented sellers from efficiently creating their digital storefronts.
The linear, 14-19 step process made the task of building a brand shop page too long and arduous. Many times, the users would just give up altogether.
Task: User Research
Applied Analytics to User Pain Points
Data from 3rd-party user interviews revealed that users were abandoning the platform due to complex workflows and lack of real-time feedback.
- Customer Effort Score (CES) – Baseline measurement at 6.3 points revealed high friction
- First-Time User Experience (FTUE) – Initial score of 2.5 indicated poor onboarding
- Help request analytics – 8% help rate showed users were struggling
- Task completion variability – high variance indicated inconsistent user experience
Task: New Userflow
7-Step Streamlined Process
My team created a streamlined process where users select a brand or shelf page from the beginning and then build out modular components in real-time with flexibility in their workflow.
Action: Jobs to be Done
Key Design Solutions
Our key objective for the Brand Shop Builder 2.0 was to reduce cognitive load while maintaining powerful customization options.
- Real-time preview – users can see changes instantly
- Streamlined workflow – reduced complexity in page-building
- Modular components – hero banners, category hubs, item carousels
- Intuitive navigation – clearer section organization
Brand Shop Builder 2.0 - Demo Video
Key Design Solutions – Closer Look
These modular components were tokenized after the launch of Brand Shop Builder 2.0 and added to the
Walmart Connect Design System.
Walmart Connect Design System.
Step #1 - Onboarding
Create a Page
- Seller selects Brand Shop or Shelf page
Step #1 - Onboarding
Name Brand Shop
- Seller names their Brand and creates Brand Shop page
Step #1 - Onboarding
Template Selection
- Seller has the option to select the template or build it from scratch by selecting “Blank”
Step #1 - Onboarding
Additional Sections
- Seller has the option to add additional sections as well as deleting pre-existing sections in the templates
Step #2
Build Hero Section
- Seller builds their hero section which remains at the top of the page
- They can customize with the main image, optional logo and subtext and CTA
Step #3
Build Category Section
- Seller selects 2-5 categories and enters the title, product image, category name and link to the respective shelf page
Step #4
Build Item Carousel
- Sellers can showcase 6-12 items in the item carousel by entering manually or entering the Item ID for the API to automatically upload the item
Step #5
Build Promo Cards
- Promo Cards section lets sellers create more compelling visual marketing cards with clear CTAs
Step #6
Build Tile Section
- Seller selects tile quantity (1-5), selects layout, uploads images and text for each tile
- Unlike Promo Cards, Tiles allow brands to present multiple product options while maintaining visual hierarchy
Step #7
Preview Page
- Sellers can view their complete (or incomplete) Brand Shop into a continuous, real-time preview system that allows sellers to view changes instantly
Results
Measurable Impact
26%
Reduction in Task Completion Time
(5.2 minutes saved)
33%
Customer Effort Score Improvement
(6.3 → 4.2 points)
68%
First-Time User Experience (FTUE)
(2.5 → 4.2 score)
59%
Reduction in Help Requests
(8% → 3.3%)
Wanna see more? let's get in touch
For a deeper-dive Figma presentation that showcases my research, methodology, and outcomes. This includes journey mapping, userflows, data-driven metrics that drive design-thinking and more UX-artifacts.
Streamlining Fragmented Seller Services: Walmart's Brand Shop Builder 2.0
AdOps Team
Design:
Senior Product Designer (Me)
Principal Product Designer
UX Director, Growth
Research:
Lead UX Researcher
Design Process
Re-imagining Walmart Connect’s Brand Shop Builder followed this process:
- Problem Identification: Identified poor usability due to complex workflow and no real-time preview
- Journey Mapping: Mapped 14-step process revealing users worked blindly without visual feedback
- Design Solutions: Re-designed interface with real-time preview functionality
- Usability Testing: Achieved 26% faster completion and 33% lower effort scores
- Implementation: Launched Brand Shop Builder 2.0 and reduced help desk requests by 58%
The Transformation
Beta Brand Shop
Before (Initial Launch)
Brand Shop 2.0
After (2.0 MVP)
Situation
Problem Identification
Due to suboptimal user experience design and inefficiencies, building a brand page was difficult for users. Therefore, it limited Walmart’s growth in the 3rd party seller market and couldn’t compete with Amazon Seller Central.
Inflexible Userflow with No Real-time Preview
The existing Brand Shop Builder created friction that prevented sellers from efficiently creating their digital storefronts.
The linear, 14-19 step process made the task of building a brand shop page too long and arduous. Many times, the users would just give up altogether.
Task: User Research
Applied Analytics to User Pain Points
Data from 3rd-party user interviews revealed that users were abandoning the platform due to complex workflows and lack of real-time feedback.
- Customer Effort Score (CES) – Baseline measurement at 6.3 points revealed high friction
- First-Time User Experience (FTUE) – Initial score of 2.5 indicated poor onboarding
- Help request analytics – 8% help rate showed users were struggling
- Task completion variability – high variance indicated inconsistent user experience
Task: New Userflow
7-Step Streamlined Process
My team created a streamlined process where users select a brand or shelf page from the beginning and then build out modular components in real-time with flexibility in their workflow.
Action: Jobs to be Done
Key Design Solutions
Our key objective for the Brand Shop Builder 2.0 was to reduce cognitive load while maintaining powerful customization options.
- Real-time preview – users can see changes instantly
- Streamlined workflow – reduced complexity in page-building
- Modular components – hero banners, category hubs, item carousels
- Intuitive navigation – clearer section organization
Brand Shop Builder 2.0 - Demo Video
Key Design Solutions – Closer Look
These modular components were tokenized after the launch of Brand Shop Builder 2.0 and added to the Walmart Connect Design System.
Step #1 - Onboarding
Create a Page
- Seller selects Brand Shop or Shelf page
Step #1 - Onboarding
Name Brand Shop
- Seller names their Brand and creates Brand Shop page
Step #1 - Onboarding
Template Selection
- Seller has the option to select the template or build it from scratch by selecting “Blank”
Step #1 - Onboarding
Additional Sections
- Seller has the option to add additional sections as well as deleting pre-existing sections in the templates
Step #2
Build Hero Section
- Seller builds their hero section which remains at the top of the page
- They can customize with the main image, optional logo and subtext and CTA
Step #3
Build Category Section
- Seller selects 2-5 categories and enters the title, product image, category name and link to the respective shelf page
Step #4
Build Item Carousel
- Sellers can showcase 6-12 items in the item carousel by entering manually or entering the Item ID for the API to automatically upload the item
Step #5
Build Promo Cards
- Promo Cards section lets sellers create more compelling visual marketing cards with clear CTAs
Step #6
Build Tile Section
- Seller selects tile quantity (1-5), selects layout, uploads images and text for each tile
- Unlike Promo Cards, Tiles allow brands to present multiple product options while maintaining visual hierarchy
Step #7
Preview Page
- Sellers can view their complete (or incomplete) Brand Shop into a continuous, real-time preview system that allows sellers to view changes instantly
Results
Measurable Impact
26%
Reduction in Task Completion Time
(5.2 minutes saved)
33%
Customer Effort Score Improvement
(6.3 → 4.2 points)
68%
First-Time User Experience (FTUE)
(2.5 → 4.2 score)
59%
Reduction in Help Requests
(8% → 3.3%)
Wanna see more? let's get in touch
For a deeper-dive Figma presentation that showcases my research, methodology, and outcomes. This includes journey mapping, userflows, data-driven metrics that drive design-thinking and more UX-artifacts.
Streamlining Fragmented Seller Services: Walmart's Brand Shop Builder 2.0
AdOps Team
Design:
Senior Product Designer (Me)
Principal Product Designer
UX Director, Growth
Research:
Lead UX Researcher
Design Process
Re-imagining Walmart Connect’s Brand Shop Builder followed this process:
- Problem Identification: Identified poor usability due to complex workflow and no real-time preview
- Journey Mapping: Mapped 14-step process revealing users worked blindly without visual feedback
- Design Solutions: Re-designed interface with real-time preview functionality
- Usability Testing: Achieved 26% faster completion and 33% lower effort scores
- Implementation: Launched Brand Shop Builder 2.0 and reduced help desk requests by 58%
The Transformation
Beta Brand Shop
Before (Initial Launch)
Brand Shop 2.0
After (2.0 MVP)
Situation
Problem Identification
Due to suboptimal user experience design and inefficiencies, building a brand page was difficult for users. Therefore, it limited Walmart’s growth in the 3rd party seller market and couldn’t compete with Amazon Seller Central.
Inflexible Userflow with
No Real-time Preview
The existing Brand Shop Builder created friction that prevented sellers from efficiently creating their digital storefronts.
The linear, 14-19 step process made the task of building a brand shop page too long and arduous. Many times, the users would just give up altogether.
Task: User Research
Applied Analytics to User Pain Points
Data from 3rd-party user interviews revealed that users were abandoning the platform due to complex workflows and lack of real-time feedback.
- Customer Effort Score (CES) – Baseline measurement at 6.3 points revealed high friction
- First-Time User Experience (FTUE) – Initial score of 2.5 indicated poor onboarding
- Help request analytics – 8% help rate showed users were struggling
- Task completion variability – high variance indicated inconsistent user experience
Task: New Userflow
7-Step Streamlined Process
My team created a streamlined process where users select a brand or shelf page from the beginning and then build out modular components in real-time with flexibility in their workflow.
Action: Jobs to be Done
Key Design Solutions
Brand Shop Builder 2.0 Result
Our key objective for the Brand Shop Builder 2.0 was to reduce cognitive load while maintaining powerful customization options.
- Real-time preview – users can see changes instantly
- Streamlined workflow – reduced complexity in page-building
- Modular components – hero banners, category hubs, item carousels
- Intuitive navigation – clearer section organization
Key Design Solutions – Closer Look
These modular components were tokenized after the launch of Brand Shop Builder 2.0 and added to the Walmart Connect Design System.
Step #1 - Onboarding
Create a Page
- Seller selects Brand Shop or Shelf page
Step #1 - Onboarding
Name Brand Shop
- Seller names their Brand and creates Brand Shop page
Step #1 - Onboarding
Template Selection
- Seller has the option to select the template or build it from scratch by selecting “Blank”
Step #1 - Onboarding
Additional Sections
- Seller has the option to add additional sections as well as deleting pre-existing sections in the templates
Step #2
Build Hero Section
- Seller builds their hero section which remains at the top of the page
- They can customize with the main image, optional logo and subtext and CTA
Step #3
Build Category Section
- Seller selects 2-5 categories and enters the title, product image, category name and link to the respective shelf page
Step #4
Build Item Carousel
- Sellers can showcase 6-12 items in the item carousel by entering manually or entering the Item ID for the API to automatically upload the item
Step #5
Build Promo Cards
- Promo Cards section lets sellers create more compelling visual marketing cards with clear CTAs
Step #6
Build Tile Section
- Seller selects tile quantity (1-5), selects layout, uploads images and text for each tile
- Unlike Promo Cards, Tiles allow brands to present multiple product options while maintaining visual hierarchy
Step #7
Preview Page
- Sellers can view their complete (or incomplete) Brand Shop into a continuous, real-time preview system that allows sellers to view changes instantly
Results
Measurable Impact
26%
Reduction in Task Completion Time
(5.2 minutes saved)
33%
Customer Effort Score Improvement
(6.3 → 4.2 points)
68%
First-Time User Experience (FTUE)
(2.5 → 4.2 score)
59%
Reduction in Help Requests
(8% → 3.3%)