Walmart Wireless Acceleration
A redesign of Walmart's online cell phone shopping experience.
About the project
The Problem
Today Walmart customers can only sign up for T-Mobile phone service if they go into a physical store. There is no online option to purchase a T-Mobile phone like we have for Verizon and AT&T.
Create a better shopping experience for customers by bringing all carriers online for customers to purchase from. This will allow customers to avoid going into a physical Walmart to shop and allow for price comparisons.
We also have the opportunity to redesign the online cell phone shopping experience that can be applied to all carriers.
The Opportunity
current experience
Online Walmart Cell Phone Purchasing
The current online experience for purchasing a phone with a carrier through walmart.com is outdated, disconnected, and elongated. After users select their phone from the product details page, they are brought to an experience that feels external to Walmart.
Define
Goals
Successfully integrate with T-mobile to Walmart.com to provide post-paid ship to home fulfillment option.
Create a vision for what a new online shopping experience can be for all carriers within the Walmart platform.
Design process
Competitive Analysis
I explored several prominent companies that sell phones and connect them to carriers, including Apple, Samsung, Best Buy, and other carrier websites. Overall, I wasn’t very impressed. It felt like the same repetitive experience I was trying to avoid. So, I began looking into other purchasing experiences that offered more customization and a longer format.
All of these experiences were similar to what we currently do at Walmart, where we redirect customers away from the PDP to a separate experience in order to complete their device setup with the carrier.
Iterations
I developed three different iterations for updating the experience. The first two options were more traditional, featuring some styling updates, while the third option was a significant departure from the industry standard. After reviewing with design leadership, we chose the third option, as it aligned with what we were looking for and presented an opportunity for a major design shift.
Final Design
I designed a drawer shopping experience that enables customers to seamlessly complete their purchase directly from the PDP, without needing to leave and enter a separate shopping flow.
Impact
We’ve received positive feedback from customers who tested this experience, and we anticipate an annual GMV lift of $5.4MM.