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What is Walmart+?

Walmart+ is a subscription service offered by Walmart, providing members with perks such as free unlimited delivery on eligible items, exclusive member prices, the convenience of Scan & Go for in-store shopping, and potential discounts on fuel purchases. It aims to enhance the overall shopping experience for subscribers by offering a range of benefits across groceries and general merchandise.

The challenge lies in the absence of a personalized and engaging welcome experience for new W+ members upon signing up. Despite having successfully acquired customers through various channels, the current confirmation screen is generic and lacks optimization to cater specifically to first-time visitors. The post-signup screen merely informs users about their active membership and redirects them to the hub benefits screen with a call-to-action to "Explore all W+ benefits." However, the hub is not designed to recognize and address the unique needs of new members, failing to deliver a comprehensive introduction to their W+ membership.

The goal is to enhance the confirmation screen to provide valuable information about benefits specific to the user, potential earnings, and cost-effectiveness of W+. The aim is to captivate and excite new members, ultimately increasing benefit awareness and engagement. Testing the effectiveness of such a placement is crucial to ensuring a more tailored and impactful onboarding experience for W+ users.

Our research has identified a notable customer challenge by analyzing member behavior. A significant percentage of paid members churn within the first 90 days, including cancellations on day 0 and trial cancellations without realizing savings. The key insight is that active engagement with benefits, especially exploring two, significantly enhances retention, highlighting the importance of addressing the lack of a personalized welcome experience for new W+ members to boost engagement and retention.

Enhancing Early Membership Involvement with a Personalized Welcome for Walmart+ Subscribers

Upon signing up for Walmart+, members will encounter a personalized full-screen welcome experience designed to make them feel special about their W+ membership. This immersive introduction will not only inform them about their benefits, but also suggest quick next actions fostering initial tenure engagement. The hypothesis is that this approach will elevate early membership involvement and subsequently improve T2P (Time to Purchase) conversion, contributing to a more rewarding and efficient membership experience.

mvp requirements

Fulfilling the User’s Needs

When strategizing the approach to the new onboarding experience post-sign-up, I conducted an analysis of several subscription-based services including Hulu, Noom, Strava, Zero, DoorDash, among others. My examination focused on confirmation messaging, guidance on initiating the use of membership features, and immediate user actions. Findings include:

• Some apps featured a minimalist confirmation screen with a single call-to-action, encouraging users to start exploring or proceed to the main homepage without additional features.

• Others feature a multi-screen onboarding experience with congratulatory messaging, detailed exploration of key features and benefits, and culminating in the personalization of the member experience.

• A few follow the generic iOS app purchase confirmation popup, swiftly transitioning users to the main homepage with no further direction.

ideation

Mid-Fidelity Wireframes

Following a thorough examination of market research and requirements, I considered the optimal approach for meeting user needs across all devices: a scrollable single-page design or a multi-page onboarding experience. After careful evaluation, I opted for a single-page version that prominently displays three content zones at a glance, eliminating the need for users to navigate through multiple screens. Our primary emphasis on this confirmation page lies in member appreciation, initiating onboarding, and fostering awareness of benefits.

After exploring three concepts, I collaborated with design leadership to choose the promising third concept, emphasizing education and interactive onboarding. It features an engaging video introducing membership benefits, including an “earn while you learn” feature offering $10 in Walmart Cash for completing three activities. The confirmation screen showcases personalized benefits and limited-time offers, creating a tailored experience.

Securing both approval and alignment from the Product team was crucial in ensuring seamless integration with the product vision. With a unified vision, I translated the approved mid-fidelity mockup into a high-fidelity design.

the solution

Final High-Fidelity Mocks

After thorough reviews with Design leadership, Product, and the Accessibility team to address any potential concerns, I advanced to the final mockup phase for the native app, mobile web, and desktop interfaces.

In our user testing phase, we engaged 300,000 of our members, divided into three distinct groups: trial users, direct-to-paid users, and reactivated users, with each group consisting of 100,000 participants. This comprehensive approach allowed us to gauge the effectiveness of our new experience across a diverse range of customer segments within our user base. By segmenting our testing pool in this manner, we aimed to gain insights into how well the new experience resonated with different user types, ultimately informing our decision-making process.

The feature achieved remarkable success across all user categories! Trial users, direct-to-paid users, and reactivated users all experienced an increase in basis points (bps) for one or more benefits, with the most substantial improvement observed among reactivated members at 0.99% (+99 bps). Additionally, there was a notable uptick in users utilizing the free delivery and free shipping options within 7 days of signing up or reactivating, with the most significant boost seen among reactivated members at 0.83% (+83 bps). Lastly, there was a reduction in users not utilizing any benefits, with the most impressive reduction observed among reactivated members at -0.80% (-80 bps). To visualize these metrics, please consult the chart below.

In summary, our efforts to enhance the underwhelming onboarding experience yielded significant success, resulting in increased benefit utilization across all member categories. This revamped experience effectively addressed the previous challenge of low engagement within the first 90 days. As a team, we collectively crafted a more personalized experience that not only elevated early membership engagement but also improved our Time-to-Purchase (T2P) metrics.

All work

W+: REVITALIZING ONBOARDING

wARNER Bros.: website redesign

W+: Value Projector TOOL