ROLE

Principal Product Designer

PLATFORMS

Web, iOS, Android

TIMELINE

Design: Feb 2024 – Feb 2025

Product launch: June 2025

Responsibilities

I led the full design of a brand-new, 0→1 program. As Principal Product Designer, I defined the UX strategy, shaped the product vision, and owned the end-to-end design from early concepting and user flows to high-fidelity UI and multi-platform specs, driving alignment across cross-functional teams through launch.

Collaborations

Worked with product, engineering and stakeholders across the following teams:

• Marketplace

• User Generated Content (UGC)

• Search + Item Page

• Account

• Transactions

• Post transaction

Competitive Analysis

To design a motivating reviewer experience, I analyzed platforms with strong gamification, tiering, and reward strategies:

Gamification

• Duolingo – Streaks, XP, and leaderboards build habit and motivation

• Amazon – Public “Top Reviewer” status + “Helpful” votes drive influence

• Google Local Guides – Points, badges, and levels encourage repeat contributions

Tiering and leveling

• Duolingo & Google – Multi-level systems build recognition and prestige

• American Airlines – Loyalty tiers (Gold → Exec Platinum) tied to escalating rewards

Reward Structures

• Amazon Vine – Invitation-only, free products for trusted reviewers

• American Airlines – Tangible benefits (upgrades, lounge access) encourage loyalty

These systems inspired how I approached recognition, reviewer progression, and long-term loyalty in the Walmart ecosystem.

Problem

The company currently offers only one review option — the Review Accelerator Program. While it helps some products, it’s slow and inconsistent.

When sellers need fast reviews (e.g. for holidays or new launches), they must rely on expensive third-party services.

According to our NPS data, 21% of sellers ranked "getting customer reviews" as their #2 challenge — a significantly higher concern than for our competitors.

Framing

How might we create a faster, more scalable way for sellers to generate high-quality reviews, while making the process seamless and rewarding for users?

Success metrics

With a clear problem definition, success metrics, and competitive insights in place, I translated these foundations into early design explorations, iterating on flows and layouts to drive execution and align the cross-functional team around a shared product vision.

Layout explorations

Initial iterations

• Iteration 1 featured a full-page layout with tabs that let users view items ready for review, browse free products, and access promotions.

• Iteration 2 streamlined the main page by moving some content into a separate tab, making navigation more intuitive and focused.

Study methodology

7 Interviews with Power Reviewers

Participant Breakdown

• 3 participants: Users eligible for the Recognized Reviewer program.

• 4 participants: Monthly Walmart.com users who enjoy leaving reviews (on any platform) but may not be eligible for the program.

Interview Structure

• Conducted RITE testing (Rapid Iterative Testing and Evaluation) to assess and refine the concept through multiple quick usability test cycles.

Outcome and Recommendations

Move forward confidently with the MVP. While usability testing shows the experience is largely intuitive, there is a minor learning curve. Close monitoring is recommended at launch to ensure a smooth onboarding experience.

I simplified the layout with 3 key sections: program callouts, product discovery, and items ready to review. I also ensured the experience remained aligned by incorporating the latest branding updates and delivered ADA-compliant design specs across all platforms: iOS, Android, mobile web, and desktop.

Final design – Mobile

Final design – Desktop

Challenges and How I Navigated Them

1. Fragmented Reviewer Ecosystem

• Identified overlap with the new Reviewer Profile feature being built in parallel

• Initiated alignment discussions and proposed merging both experiences

• Drove decision to consolidate them into a unified, user-centered review hub

2. Shifting Scope & Tiering Constraints

• Original MVP included gamification and tiering, but concerns about overlap with existing tiered programs led to its removal

• Simplified MVP while maintaining emotional engagement through design

• Prioritized usability, clarity, and a clear value exchange

3. Multi-Team Coordination

• Collaborated across Product, Content, Legal, Research, Engineering and Stakeholders

• Facilitated working sessions and maintained a shared source of truth

4. Review Attribution Clarity

• Ensured program reviews were clearly distinguishable from organic reviews

• Ran iterative usability tests to validate comprehension and trust

Metric tracking is currently underway, with early data showing:

• 63% (133/210 customers) invitation success rate 

• 1197 free items claimed 

• 997 reviews submitted 

• 83% review–order completion rate

To learn more about the project, contact me at paigebennett.ux@gmail.com