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 shoping experience for customers by bringing all carriers online for customers to purchase from. This will allow customers to avoid having to go into a physical walmart to shop and allow for price comparisons.

Along with that we 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The current online experience for purchasing a phone with a carrier through walmart.com is outdated, discconected and [xxx]. After users select there phone from the rpoduct details page, they are brought to an experience that feels external to Walmart.

Define

Goals

  1. Successfully integrate with T-mobile to walmart.com in order to provide post-paid ship to home fulfillment option.

  2. Create a vision for what a new online shopping expereince can be for all carriers within the Walmart platform.

Design process

Competitive Analysis

I took a look at a few notable companies that sold phones and also helped connect them to carriers. I took a look at Apple, Samsung, Bestbuy, and other carrier websites. Overall I wasn't to impressed. It seemed like this space was just a copy and paste of the same experience I wanted to get away from. I started to look at other purchasing experiences that required a longer format/customization.

All of these experiences were similiar to what we did at walmart currently by taking customers away from the PDP into a new expereicen to finish setting up their device with the carrier.

Iterations

I came up with 3 different iterations of what we could update the experience to. The first 2 options were more conventional with some styling updates. The third option was very different to what is done industry-wide. After some reviews with design leadership we decided to go with the third option as it what we were looking for and an opportunity to make a big design change.

Final Design

I created a drawer shopping expereince that would allow customers to quickly complete their purchase from the PDP without having to exit and enter a new shopping experience.

Impact

We've experienced a positive VOC from customers who we have tested this experience with and expected a GMV lift (annual) of $5.4MM.