Walmart eGift Card
Redesign the shopping and purchasing journey to provide seamless and intuitive experience for customers
C.L. Jin
Designer
Product team
Teams
Business team
Compliance policy team
Engineering team
Treasury team
6 Weeks ~4 months (including implementation)
Duration
Due to project NDA, selected works only. Please reach out for more content, I would love to tell you more about the behind-the-scenes story.
My role
I led the design from project initiatives, ideal state, and collaborated with cross-functional teams to reshape our eGift Card shopping and purchasing experience.
User insight
Our research has shown that:
Among all gift card-related user comments, 23%of users complained about the unpleasant shopping journey on Walmart.com.
It has caused that our customers turn to competitor sites and made us only the 4th place in the market with less than a quarter share.
This has led to only 8% of product conversion rate.
Also, we discovered that 95% of customers are purchasing gift cards for their friends and family:
As a user...
I expect a place where I can enter my friends' or family's email addresses, and Walmart will send the gift cards to the recipients directly after I place the order.
I want to be able to choose an amount that best fits my needs.
I want to send the gift cards with a warm message instead of a cold email that looks like spam.
The re-design
By implementing the core features, we will improve the shopping and purchasing experience for our eGift Card products. We will know this to be true if the product's conversion rate increases by 225% after completing Phases 1, 2, and 3 of the project.
Low conversion rate
In 2022, our eGift card’s conversion rate dropped to only 8% (from adding to cart to checking out). To understand the root cause, our business team conducted market research in early 2023.
Project strategy
Our goal is to launch MVP products for our 1st party, 3rd party, and network eGift Cards by reshaping the shopping experience. Considering the size and complexity of the projects, we divided them into three phases:
Phase 1: we designed the core features for our Walmart-branded eGift Card (1st party) and launched it on our business partner Incomm’s website for testing purposes.
Phase 2 (current case study):
After the successful launch of Phase #1 in mid-2023, we felt confident in implementing the core features on Walmart.com for the 3rd party and Network eGift Cards.
1st Party eGift Card:
Walmart eGift Card
3rd Party eGift Card:
Visa
Mastercard
American Express
Goal:
Increased the overall conversion rate by 225%
Network eGift Card:
GooglePlay
Apple
and others
Goal:
Increase the overall conversion rate by 225%
Phase 3: Migrate our Walmart-branded eGift Card from Incomm to Walmart.com to provide a native experience.
Challenge
The new experience also needed to comply with various fraud policies and align with our backend mechanisms. Although these requirements presented some challenges, we successfully overcame them by providing alternative solutions.
Product criteria:
Network card: Maximum total purchase value of $1,000 within a 24-hour period (excluding purchase fee).
3rd party card: Maximum total purchase value of $500 within a 24-hour period.
Limited to 1 eGift card per recipient if multiple email addresses are entered.
The design
After the design went through a series of reviews with design leadership, PMs, business & engineer teams, and Fraud team, we came to the final solutions:
Customized amount
Our customers are now allowed to enter a customized value that best fits their needs in addition of pre-fixed values
Recipient emails
The next step is for customers to enter their friends' or family members' emails. Walmart.com will then send the eGift Cards directly to the recipients.
Customers can also include a warm, personal message to their friends and family.
Edit in cart
The cart page provides a last-mile check of the order details entered in the previous steps.
Post-checkout
In the "Order details” page, customers can also view the order/delivery status or contact customer service through the “Get help“ link provided above for any order-related questions.
