Challenge
A software company observed an industry-wide uptick in gift card sales that was noticeably absent on walmart.com, their largest client account. They felt that similar profits were possible for Walmart and wanted to encourage changes to their online store.
Approach
Working as a senior/lead UX research consultant, I led mixed-methods research to identify areas for improvement and produce a set of recommendations that our client could pitch to Walmart.
Research activities consisted of a competitor UX review that allowed us to benchmark the big-box retailer against its competition, a consumer survey that established the online shopping expectations of our target customer, and a set of A/B user tests that compared walmart.com’s user experience to that of its rivals.
Outcome
Our report detailed category best practices alongside consumer expectations and identified high-level areas for improvement. We also made specific, insight-led recommendations for updates to the retailer’s online store, which were progressed by the client, contributing to a 5% year-on-year increase in category sales (~$250m in new revenue).