Walmart MX Repurchase experience redesign
Complete experience redesign of Walmart’s e-commerce repurchase features (Favorites, Recently ordered, and Lists) for the Mexico market.
The Problem
People rely heavily on search and browse features to build their carts. The former means they overspend their time searching for recurring items and adding them to their cart repetitively.
The challenge had two main goals: Increasing the Add to cart (ATC) rates from the repurchase pages, and the second one, to reduce the number of steps and time a returning customer spends on building a basket.
The Discovery
We did some Moderated usability studies and Participatory Design sessions with new and existing users and the competitor’s users from Mexico City and Puebla, from ages 25-45. The goal was to understand how customers conduct the repurchase process and the relevancy and usability issues of current rapid basket building features(favorites, Lists, and order history).
Key findings:
The users weren’t aware of the features to quickly build their cart, didn’t know how to use them, nor their value.
Likewise, the users wanted these features to stand out early through color, location, on-boarding activation, and making the experience playful would prompt them to use these features.
As for Recently ordered items, the customers expressed they would make the reorder feature more visible and give it a dedicated section for quick access.
“The Walmart app is too plain; you have to take a closer look at everything, is boring… looks more like a website than an app.”
- Laura, age 32, Walmart user.
The Process
Design Principles
Based on the initial problem, the insights we found, and the goals, I decided to set the principles that would guide the experience and help in decision-making.
Educational
Communicate with the users about the features at every step or whenever there is the potential to do so.
Visual
The Visual Design should be joyful as well as it has to motivate the user to come back.
Personalized
The experience should be tailored to the users’ purchase patterns.
Finding Solutions
The team and I decided to tackle different problems and release the whole new experience in phases.
Phase 1:
Increase discoverability of repurchase features
We first enhanced the "Favorites” carousel to make it look more friendly and stand out more. Also, we added a new point of access in the navigation bar to both “Recently Ordered” and “Favorites”
Phase 2
Complete redesign of Favorites, Recent orders, and Lists
I created two different design approaches and tested them with loyal customers. Design A(left) consisted of using tabs for Recently Ordered items and Lists, where we included favorites inside. And Design B(right), Favorites, Ordered recently, and lists in one page and with the same hierarchy. Ultimately, users liked Design B better; they claimed it was better organized and easier to access. We also renamed the section “Tus Productos” (Your Items), which included all the things users would be interested in buying again.
Phase 3
Let’s educate our customers!
The users didn’t know the purpose of having Lists and Favorites. Therefore they weren’t using them. So in phase 3, we decided to repurpose the empty states and include educational content on them.
We redesigned them to provide content and use it to communicate the value of the features.
See the before (in grey) and the after (colorized).
The Designs
The Results
The whole new experience will be released before the Buen Fin (Mexico’s version of Black Friday) and the end of the year holidays. Today, just the “Tus Productos” page was released in its experimental phase.
However, we initiated the release with A/B testing on the carousels on the home page. The evidence suggests that visits to the Favorites page have increased ATC rates and the number of items added to the cart from this page.
The Team
I partnered with a product manager, researcher, content strategist, and engineers on this project. We dug through the problem, found out the users’ pain points, and explored and implemented reasonable solutions.