Walmart eGift Card
Redesign the shopping and purchasing journey to provide seamless and intuitive experience for customers
Designer
Me, Senior Product 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.
About the user, Emilia
Emilia wants to buy an eGift Card as a holiday gift for her friend on Walmart.com, which offers 515 products. She finds a beautiful eGift Card in the Walmart app but can’t enter her friend’s email for direct delivery. Hoping to resolve this at checkout, she finds no such option, feels disappointed, and abandons her cart. She turns to competitors like Amazon, Starbucks, and Target for a more user-friendly experience.
Conversion rate dropped down to 8%
Emilia’s experience was not alone. Our data shows that more and more people felt unsatisfied about the expeirence and led 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 70% abandonment, this indicated that 57.8 million customers were dissatisfied and left for competitors like Amazon, Starbucks, and Target. The root cause was a legacy design lagging behind industry standards, failing to meet basic needs like direct delivery.
Objectives/Expectation & purpose
💁🏻♀️ User objective:
The core objectives of the project were to enable direct, intuitive gifting for users like Emilia with features like recipient emails and customization.
💁🏼 Business objective:
The redesign aims to boost eGift Card conversion rates by addressing user needs, enhancing the purchase experience, and aligning with competitors' standards.
Objectives/Constrains & goal
🚧 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.
User insight
Our research has shown that:
Among all gift card-related user comments, 23% of users complained about the unpleasant shopping journey on Walmart.com.
It has caused that our customers turn to competitor sites and made us only the 4th place in the market with less than a quarter share.
This has led to only 8% of product conversion rate.
Also, we discovered that 53% of customers are purchasing gift cards for their friends and family:
As a user...
I expect a place where I can enter my friends' or family's email addresses, and Walmart will send the gift cards to the recipients directly after I place the order.
I want to be able to choose an amount that best fits my needs.
I want to send the gift cards with a warm message.
The re-design
By implementing the core features, we will improve the shopping and purchasing experience for our eGift Card products. We will know this to be true if the product's conversion rate increases by 225% after completing Phases 1, 2, and 3 of the project.
Project strategy
Our goal is to launch MVP products for our 1st party, 3rd party, and network eGift Cards by reshaping the shopping experience. Considering the size and complexity of the projects, we divided them into three phases:
Phase 1: we designed the core features for our Walmart-branded eGift Card (1st party) and launched it on our business partner Incomm’s website for testing purposes.
Phase 2 (current case study):
After the successful launch of Phase #1 in mid-2023, we felt confident in implementing the core features on Walmart.com for the 3rd party and Network eGift Cards.
1st Party eGift Card:
Walmart eGift Card
3rd Party eGift Card:
Visa
Mastercard
American Express
Network eGift Card:
GooglePlay
Apple
and others
Phase 3: Migrate our Walmart-branded eGift Card from Incomm to Walmart.com to provide a native experience.
The design
After the design went through a series of reviews with design leadership, PMs, business & engineer teams, and Fraud team, we came to the final solutions:
Customized amount
Our customers are now allowed to enter a customized value that best fits their needs in addition of pre-fixed values
Recipient emails
The next step is for customers to enter their friends' or family members' emails. Walmart.com will then send the eGift Cards directly to the recipients.
Customers can also include a warm, personal message to their friends and family.
Edit in cart
The cart page provides a last-mile check of the order details entered in the previous steps.
Post-checkout
In the "Order details” page, customers can also view the order/delivery status or contact customer service through the “Get help“ link provided above for any order-related questions.
🌈 Outcome
The redesigned eGift Card solution was successfully launched on time for the 2024 holiday season, increased conversion rates by over 200%.
