Customer problem
Today, when an item is being sold by marketplace retailers and shipped by Walmart, customers have to wait 3+ days for the item to reach their doorstep.
Solution
Provide an experience to Walmart customers that would allow them to place an order on Walmart.com that can be picked up from a third party seller store.
project details
Company
Walmart Inc. is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores in the United States.
My role
As a Sr. UX designer I led the project from ideation and wireframes to engineering hand off.
Platforms
Web, iOS, Android
Timeline
Phase 1 : Dec–Jan 2021
Phase 2: June 2022
Phase 3: March 2023
Overview
Discovery
Understand the ask
Provide an experience to Walmart customers that would allow them to place an order on Walmart.com that can be picked up from a third party seller store.
With this feature it will give an opportunity for customers to get the items as soon as 3hrs.
This will also help Walmart to drive the sales and earn commissions on each sale that happens.
The delivery orders utilize Go Local Employees for delivering the orders, which gives an opportunity for Walmart to use the resources more efficiently.
Define
Problem statement
How might we expand access to marketplace assortment to offer convenience and savings of nearby pickup?
Hypothesis
Expanding access to marketplace assortment by offering a fast pickup promise will result in greater flexibility for our customers to get items how & when they need, thus driving improved conversion and additional marketplace revenue.
Total marketplace, buy online, pickup in-store gross merchandise value opportunity, if 5% of retailers agree to Marketplace Pickup and Delivery, is $275M annually.
User flow
Design
Item page Explorations
Item page Iterations
Search bottomsheet Explorations
Search bottomsheet Iterations
Challenges
There was misalignment between product and design on having a bottom sheet experience on search due to concerns of too much friction. Ultimately I was able to influence my product partners on having the bottom sheet by recommending a test it to see if we should remove it down the line.
Unrealistic UX deadlines assumed by stakeholders caused rushed work and conflicting priorities that had to be escalated to complete this project on time.
Deliver
Item Page flow
Search & Browse flow
Summary of results (phase 2)
6500 Marketplace pickup orders have been placed since launch. Customers organically found these items for pickup on item page as pickup for these items are not discoverable in search currently.
74% of customers have pickup orders from Advance Auto Parts stores. We need to understand how to improve this rate further.
Advance Auto Parts today cancels 13% of orders. The Marketplace Product manager is working with Advance Auto Parts to reduce this rate.
The voice of customer from the initial 1K orders were positive. Customers placed the order and picked up at Advance Auto Parts.
Next iterations
Sept 7th launch: Phase 3 (search and badging)
The goal is to find issues and fix them before we launch the full capability with Search and onboard more sellers.