Objective
In this project, I provided Walmart with recommendations to enhance their fulfillment strategy, based on competitive analysis and user research.
Results
Client
Walmart
Industry
Retail
Project Time
3 months (2021)
Methods
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I supported this project as a UX Designer and content analyst by supporting the problem analysis, requirement gathering and solution in form of interactive wireframes for a responsive design.
AMEX saw a decline in their travel insurance revenue: people were purchasing less frequently online, some insurance detail pages saw a big drop in page visits. A redesign of the landing page with an improved content strategy should result in a better performance.
Even though AMEX approached me with a goal in mind (increase online sales and page visits), we needed to analyze the existing pain points in more detail to understand, what we exactly wanted to improve.
Assumptions & Requirements: Based on the collected assumptions, that we aligned on as a team, I defined the requirements and specific ideas for changes.
These steps were the basis for the next phase, the work on wireframes.
With wireframes we explored solutions to improve the user experience:
The redesign was successful and the online purchase rate for travel insurance went up. We struggled with some SEO drawbacks initially (as it is often the case for redesigns), but could hit the initial success rate quickly.
