Walmart eGift Card

Redesign the shopping and purchasing journey to provide seamless and intuitive experience for customers

Designer

Me, the designer

Team

Product team x1, Business team x2, Engineering team x1, Compliance policy team x1, &Treasury team x1

Duration

8 Weeks

Due to project NDA, selected works only. Please reach out for more content, I would love to tell you more about the behind-the-scenes story.

Problem

About our user, Emilia’s journey

Our research shows that when users shop for eGift Cards, they expect a clear place to enter the recipient’s email. The legacy design does not support this, creating confusion.

Result:

This lack of clarity reduces user trust and leads Emilia to abandon Walmart.com for competitors like Amazon or Target, where the gifting flow feels more intuitive and reliable.

Business Impact

8% conversion rate = 57.8M dissatisfied customers

As a high-profit product with massive market potential, Walmart’s eGift Card had an alarming 8% conversion rate, meaning 92% of customers abandoned their carts during checkout. Compared to the industry benchmark of 30% conversion rate, this indicated that 57.8 million customers were dissatisfied and left for competitors like Amazon, Starbucks, and Target.

1st Root cause:

Legacy design lagging behind industry standards.

Existing checkout

2nd root cause:

The leagacy design causes the product failing to meet basic needs like direct delivery.

The core objectives of the project were to enable direct, intuitive gifting for users like Emilia with features like recipient emails and customization, and to increase conversions to close the gap with competitors. These objectives shaped the redesign’s focus on user needs and business impact.

💁🏻‍♀️ User expectation (core)

Enable direct email delivery

‍🧑🏼‍💼 Business Objective

Enable direct email delivery

🚧 Constraints:

The redesign had to balance fraud prevention policies without compromising user experience.

🎯 Goal:

The goal of designing an MVP to boost engagement and retention for a holiday season launch.

Objective & Goal

User & business

Research:
- Conduct market and competitive analysis to help the team define the MVP scope.
Dive deep:
- Analyzed user data to identify secondary use cases and edge cases, informing data-driven decisions that strengthened my design rationale and gained stakeholder confidence in feasibility.
Iterate with user empathy:
- Validated concepts through user testing to surface real challenges, risks, and usability gaps.
Invent & simplify:
- Using insights from testing, I invented an new interaction pattern that delivered a more intuitive experience while ensuring strong business outcomes.