CX Brand Shelf E-commerce Landing Pages
Timeline: 7 Weeks
Walmart customers were lacking an
elevated and inspirational
experience to discover,
find and buy items from
their favorite brands.
- Easy to discover entry points to make brand shops a destination of shopping experience
- Optimized navigation to build a scalable system that allow for discoverability
- On-brand experience to support customer’s and brand owner’s expectations
Customers who were interested to learn more about the breadth and depth of their favorite brand on Walmart weren’t confident that they see all that the brand has to offer when visiting their storefront on the Walmart site.
Through these audits of each brand, I utilized the components in the existing Walmart design system as well as the hero banner, category hub, item carousel, promo cards, and tiles from the Brand Shop Builder that I was also working on at the time of my contract.
The original Walmart Brand Shelf Pages were functional but too generic and didn’t match the brand identities. Therefore, the users didn’t resonate and Walmart was missing out on potential conversions. Using the audits of each of the three brands, the new, unique and eye-popping design of the landing pages was based on the following framework: the pre-existing Walmart UI Design System and the highest-performing features of each brand within the audit.
Before
After
Before
After
Before
After
These were the results:
- Customer Satisfaction Score (CSAT) increased by 26%
- Net Promoter Score (NPS) increased by 33%
- Task success rate increased by 5%
- Average time on page required to complete a purchase decreased to under 1.4 minutes from 2 minutes
- Completion rate increased by 15%
- Click-through (CTR) rate increased by 1.6%
CX Brand Shelf E-commerce LPs
Timeline: 7 Weeks
Problem Statement:
Walmart customers with a strong brand affinity were struggling to find their favorite brand stories when they started a shopping journey. They also couldn’t see the unique visual identity and brand aesthetic when visiting brand pages on Walmart.com
Customers were interested to learn more about the breadth and depth of their favorite brand. They weren’t confident that they see all that the brand has to offer when visiting their storefront on the Walmart site.
Through these audits of each brand, I utilized the components in the existing Walmart design system as well as the hero banner, category hub, item carousel, promo cards, and tiles from the Brand Shop Builder that I was also working on at the time of my contract.
Using the audits of each of the three brands, the new, unique and eye-popping design of the landing pages was based on the following framework: the pre-existing Walmart UI Design System and the highest-performing features of each brand within the audit.
Before
After
Before
After
Before
After
These were the results:
- Customer Satisfaction Score (CSAT) increased by 26%
- Net Promoter Score (NPS) increased by 33%
- Task success rate increased by 5%
- Average time on page required to complete a purchase decreased to under 1.4 minutes from 2 minutes
- Completion rate increased by 15%
- Click-through (CTR) rate increased by 1.6%
Senior Product Designer
Timeline: 7 Weeks
Walmart customers are currently lacking an elevated and inspirational experience to discover, find and buy items from their favorite brands.
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.
I pulled up the main landing pages from Ninja, Lego and Levi’s and conducted a full audit of each using accredited UX research from Baymard Institute and The Drip Agency.
BeforeÂ
AfterÂ
BeforeÂ
AfterÂ
BeforeÂ
AfterÂ
- Customer Satisfaction Score (CSAT) increased by 26%
- Net Promoter Score (NPS) increased by 33%
- Task success rate increased by 5%
- Average time on page required to complete a purchase decreased to under 1.4 minutes from 2 minutes
- Completion rate increased by 15%
- Click-through (CTR) rate increased by 1.6%
Wanna see more? let's get in touch
For a deeper-dive Figma presentation that further illustrates the research methods into the brand shelf pages and user personas that accompany each brand for optimized customer experience (CX).
Wanna chat more? let's get in touch
For a deeper-dive Figma presentation that further illustrates the research methods into the brand shelf pages and user personas that accompany each brand for optimized customer experience (CX).