Project overview

Walmart had never had a year in review or “wrapped-like” in-app experience before. For 2023, they wanted to provide one for their Walmart+ members. This was my first assignment as a Principle Designer on the team. I was responsible for developing a concept and taking it all the through to execution in a matter of a few months. To accomplish this I would need to partner and lead a large cross-functional team. As a new team member I’d have to simultaneously learn who the my partners were and ways of working within this huge design org. Oh, and did I mention the brand team had just launched a brand new visual identity for Walmart+?

Goals

• Prevent churn and prompt engagement among active Walmart+ members by illustrating the value of membership.

• Lead a cross functional team that includes content design, product managers, brand team members, marketing, and engineering through creating a new in app yearly program.

Measuring Success

We measured our success through lifts in retention rates, click-through rates, offer redemption rates and promo redemption rates

Getting started

I started by gathering key partners and working on establishing broad concepts around the story we wanted to tell and the data points we wanted to include.

I used sketches to help visualize what we might build.

Incorporating the brand language

After collaborating heavily with the brand team and learning more about the newly launched visual identity for Walmart+, I worked to revise concepts using more of that language. Ultimately, I achieved alignment and moved forward with our story concepts - combined with simplified visuals.