An in-app coupon's page for Walmart
Walmart Canada
To create a seamless shopping experiences with online coupon's option.
Walmart and Canada lack a seamless, accessible service that allows customers to use coupons in an online shopping environment. Walmart’s challenge is to pioneer a service that addresses this problem. Therefore Walmart is looking to improve user experiences for online coupons.
My Role:
Interview, Sketching, Best-in-class Analyzing, Prototyping, User Testing
My team:
Andrew Pieroni, Elizabeth Ko
Tools Used:
Sketch, Invision, Photoshop
Timeline:
April 2019 - July 2019
The Problem
1). Making customers aware of the coupons.
2). Increasing transparency coupon information in order to boost sales conversion rates.
The Solution
A delegated in-app coupon's page with streamlined clipping
Product page coupon
Saving assistant and report
Research Phase
Stakeholder interview
We interviewed product manager Gopal from Walmart Canada through the following aspects,
Project vision/Business goal
- KPI matters, increase overall conversion rate
- Challenge is overall coupon experience in Canada is not good
- Afraid of Users doesn't know how to use coupon
Competition/Landscape
- How can we inform coupon's availability
- How to differentiate Walmart's coupon experience from others
Users/customers
- The young generation will be the focus users (Young Mums, Males, Boomers)
- Users always complain about shipping costs
- Mobile first
Consumer Insights
Time is Money
Walmart’s current process took 30 minutes from start to finish to get one coupon. Or the other option of 5-6 Days Mail service, at which point you have probably already bought coffee.
Savings = Bragging Rights
60% of consumers say purchasing products at the lowest price possible is most important to them when shopping online (Radial)
Digital Trumps Physical
53% of consumers expressed a desire for all coupons to be digital (Inmar)
Globally, the mobile coupons industry is slated to grow by 56.5% by 2025 (Orian Research)
Personas
" I wish that there was a dedicated service to order everything I need to raise my son. I wish I can provide him the best education."
Michelle Wachowski
28, Stay at home Mum
Missisauga
Michelle is mother to her 5-month-old son, Toby. Her husband who works downtown. As a new mom, she is always attentive to her son so her schedule revolves around his needs. She had to be at home most time and leaving the house with a 5-month-old is inconvenient.
ABOUT
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To get discounted products delivered for her son
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Save for her son's education.
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Return to work in a few year
GOAL
FRUSTRATION
When she gets to store, the store and realizes the supplies she needs aren't there, when her orders are delayed, and she needs products for her child immediately.
FAVORITE APPS
"I wish I can make more money and provide my kids with the best education, and spend most of my time with my family."
Max Kowalski
47, Senior project manager
Toronto
She lives in midtown Toronto with her husband and three kids and a Corgi. Her parents will come once a week to visit their grandchildren. She works in Downtown Toronto for a 9-5 job and she loves to spend time with family, especially Sunday.
ABOUT
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Money investment
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Mortgage payment
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Travel once a year with family
GOAL
FRUSTRATION
She loves shopping in Walmart, but the only way to save money is by looking at the flyers. I always forget to bring coupon to Walmart.
FAVORITE APPS
" I can't wait to move out and be independent. To do that I read to be smart with my spending when it comes to my hobbies."
Stephen Williams
22, Junoir accounting clerk
Greater Toronto Area
He lives in the Suburbs with his parents and he has recently graduated from university. He has started working and now had fress time and cash to invest in his interests: tech, games and movies. He is also saving up to move into his own apartment.
ABOUT
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Move out of his parent's house
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Find the best deals on electronics and games
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Save money
GOAL
FRUSTRATION
He can't find the best deals available. His parents scold him on how he spends his money from time to time.
FAVORITE APPS
Customer Journey Mapping
Content Audit: Best-in-class review
Suggestions:
- Branding: intergrate Walmart blue and logo more in the coupon page
- Content: need original price and how much saving information
- Usability: no call to action in terms of the clipped coupon
- Functionality: delete the mail option, either print or scan
- Personalization: Saving daily/monthly report, show people the original price
Experience Vision
To help customers use coupons to save money by creating an online experience that puts the customers' needs first and showcases Walmart as the caring innovators they are.
Use Coupons
Use coupons is a win-win situation for Walmart and the customer. More people buying online aligns with Walmart's end goals of more conversions.
Save Money
One of Walmart's key brand staples and promises to customers, making this easier to ensure repeat customers.
Online Experience
Data shows that coupons are moving in an online, paperless direction that has instant gratification.
Customer Needs
They need to save money by finding the best deals, and it needs to be easy to use, and reliable.
Caring Innovators
Walmart strives to represent its brand values, creating this will tie back to its brand values, creating this will tie back to their image as forwarding thinkers who put customers first.
Experience Pillars
Design Phase
Experience Framework
User Flow
Wireframes
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User Testing
We conduct 5 users four tasks throughout user testing
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Apply coupon on coupon's page
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Apply coupon on product's page
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Find total cart saving
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See whether participants add items to cart after check out
Reference Chart
ISSUE 1
User failed to read coupon details
We removed the coupon detail page, user can quick clip coupon directly without click in and read coupon's detail.
sOLUTIONS
ISSUE 2
User failed to identify saving icon
We switched saving icon.
sOLUTIONS
ISSUE 3
User failed to make a new order after checkout page
We want to leave the page which shows "wishlist items based on how much they save"as it is. User can't add it to current order, becuase this is after checkout page.
sOLUTIONS
Key learnings
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The preparation for primsary and secondary research is always significant in order to construct a simple, relevant and straignforward testing objectives before all the process.
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Connecting findings with summary throughout the UX research and tell a story to stakeholder and user.
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Persona was not clear at the begining, we should targeting on various persona instead of only one for specific features.
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During user testing, I realised most users don't really pay attention to details, they decide what to do next by thier first intention. To summarize that, we need to make sure the CTA are simple and straightforward for users.
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Backing up rationale for the type of test we went with is important for user testing. We should try to avoid yes and no questions in user testing to prevent give user the wrong intention.
