Walmart Cash
Designing Walmart's First Virtual Currency Program
Role
Senior UX Design Manager
Team size managed
7 designers
Senior to Principal level
Platforms
Responsive Web
iOS + Android
Self-checkout kiosks
Year
2023-2024
9
x
Increase in monthly Walmart Cash earned
over ~1.5 years
58
%
Trial-to-paid conversion
2nd best after Walmart+ flagship benefit
20
million
Walmart Cash engaged customers
Program growth in less than 2 years
9
x
Increase in monthly Walmart Cash earned
over ~1.5 years
58
%
Trial-to-paid conversion
2nd best after Walmart+ flagship benefit
20
million
Walmart Cash engaged customers
Program growth in less than 2 years
9
x
Increase in monthly Walmart Cash earned
over ~1.5 years
58
%
Trial-to-paid conversion
2nd best after Walmart+ flagship benefit
20
million
Walmart Cash engaged customers
Program growth in less than 2 years
Overview
In 2022 Walmart was looking to add another customer engagement driver to its business value flywheel strategy.
I led the design strategy and execution for Walmart's first virtual currency program, building a new design team, and creating an end-to-end customer experience across multiple user segments that grew from 0 to millions monthly users.
In 2022 Walmart was looking to add another customer engagement driver to its business value flywheel strategy.
I led the design strategy and execution for Walmart's first virtual currency program, building a new design team, and creating an end-to-end customer experience across multiple user segments that grew from 0 to millions monthly users.
Map of all the experience areas of the program
Map of all the experience areas of the program
Map of all the experience areas of the program
Challenge
Design and implement a completely new virtual currency experience while:
Design and implement a completely new virtual currency experience while:
1
Developing brand equity across customer segments
Developing brand equity across customer segments
Developing brand equity across customer segments
2
Integrating with multiple existing Walmart touchpoints
Integrating with multiple existing Walmart touchpoints
Integrating with multiple existing Walmart touchpoints
3
Scaling design operations from 2 to 7 designers
Scaling design operations from 2 to 7 designers
Scaling design operations from 2 to 7 designers
4
Aligning with tens of stakeholder teams
Aligning with tens of stakeholder teams
Aligning with tens of stakeholder teams
End-to-end touchpoint opportunity mapping
End-to-end touchpoint opportunity mapping
End-to-end touchpoint opportunity mapping
Leadership
Team Building & Ways of working
1
Built a team of 7 well utilized, performing designers
2
Established structured onboarding program with clear milestones
3
Mapped cross-functional partners and enabled my team to work with them mostly autonomously
Comprehensive Designer Onboarding Figma document
Comprehensive Designer Onboarding Figma document
Comprehensive Designer Onboarding Figma document
North Star orientation & Collaboration
1
Led my team's exploratory thinking via appropriate ideation vehicles - from week-long design sprints to half-day workshops
Led my team's exploratory thinking via appropriate ideation vehicles - from week-long design sprints to half-day workshops
Led my team's exploratory thinking via appropriate ideation vehicles - from week-long design sprints to half-day workshops
2
Established and led regular design critiques and internal reviews across multiple design teams and stakeholder groups
Established and led regular design critiques and internal reviews across multiple design teams and stakeholder groups
Established and led regular design critiques and internal reviews across multiple design teams and stakeholder groups
3
Led and modeled a cross-functional collaboration in foundational project activities like Experience Principles setting and research informed next steps
Led and modeled a cross-functional collaboration in foundational project activities like Experience Principles setting and research informed next steps
Led and modeled a cross-functional collaboration in foundational project activities like Experience Principles setting and research informed next steps
A sample of whiteboarding ideation documents
A sample of whiteboarding ideation documents
Design Systems & Documentation
1
Developed a kit of standardized project approach documents for smooth project kick-off and ongoing stakeholder alignment
Developed a kit of standardized project approach documents for smooth project kick-off and ongoing stakeholder alignment
Developed a kit of standardized project approach documents for smooth project kick-off and ongoing stakeholder alignment
2
Created a comprehensive "Source of Truth" Figma document containing Brand Guidelines, Content Taxonomy, Component Library, etc.
Created a comprehensive "Source of Truth" Figma document containing Brand Guidelines, Content Taxonomy, Component Library, etc.
Created a comprehensive "Source of Truth" Figma document containing Brand Guidelines, Content Taxonomy, Component Library, etc.
3
Implemented UXQA and Accessibility annotation templates and processes
Implemented UXQA and Accessibility annotation templates and processes
Implemented UXQA and Accessibility annotation templates and processes
A snippet of the Source Of Truth Figma document
A snippet of the Source Of Truth Figma document
A snippet of the Source Of Truth Figma document
Solution
An engaging end-to-end experience with a myriad of contextual touchpoints and a central home for all things Walmart Cash, helping members and customers save more money and live better.
An engaging end-to-end experience with a myriad of contextual touchpoints and a central home for all things Walmart Cash, helping members and customers save more money and live better.
Business Impact
During my team's owning and leading the experience design of the Walmart Cash program we've reached an outstanding growth.
During my team's owning and leading the experience design of the Walmart Cash program we've reached an outstanding growth.
9x
increase in Monthly Walmart Cash earned
over ~1.5 years
9x
increase in Monthly Walmart Cash earned
over ~1.5 years
9x
increase in Monthly Walmart Cash earned
over ~1.5 years
58%
Trial-to-paid conversion
2nd highest after Walmart+ flagship benefit
58%
Trial-to-paid conversion
2nd highest after Walmart+ flagship benefit
58%
Trial-to-paid conversion
2nd highest after Walmart+ flagship benefit
0 → 20 million
Walmart Cash engaged customers
Growth of the program in less than 2 years
0 → 20 million
Walmart Cash engaged customers
Growth of the program in less than 2 years
0→20
million Walmart Cash engaged customers
Growth of the program in less than 2 years
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