My Walmart App: Scan & Go: First-Time Use Experience
Nov - Dec 2018
My Walmart App: Scan & Go: First Time Use Experience
Scan & Go is a feature within the My Walmart in-store mobile app; customers are able to scan barcodes to add items to their shopping cart while in a store and pay in-app, bypassing long checkout lines to save time while shopping.
For this project, I led the UX for a new customer on-boarding experience and I was responsible for the UI direction, designing an interface to not only be engaging but ensuring content living throughout each screen could be easily read.
Collaborating with our product owner client, engineering team, visual illustrator and copy writer, we were able to implement changes based off insights from user testing to enhance the first time experience for a customer.
Education tips found on the S&G homepage carousel often go unread by customers. How might we prioritize what’s important and make information digestible?
The initial task asked was to redesign the education tips carousel in order to ensure customers were aware of how to use the app’s features.
However, after uncovering prior testing results of customers ignoring swiping through optional carousel cards, I proposed the opportunity to focus on an on-boarding experience specific to the S&G feature, in addition to contextual tool tips.
As a shopper, I want to understand how easy it is to use the Scan & Go feature and experience what value it brings to me as a customer, while I'm shopping in store.
In-store app experiences are a fairly new product experience within the Canadian retail market. We had to take into account certain use cases such as bagging items as you scan along or how to add produce to your cart with the app.
These cases required changes to be made to the app’s on-boarding experience that would help introduce the customer to new interactions and help guide them while shopping.
Sign up and adding a payment method is too long and cumbersome towards the end of the shopping trip
Customers are unaware of the use of scanning fresh produce and bulk food items
Customers are not used to the ‘Scan as you go’ behaviour
Customers need to be reminded to bag as they shop while using the feature
Prioritize → Clear Goals
Provide customers with the option to create an account and add a credit card prior to shopping.
Educate customers on the new interaction of scanning produce and bulk food item labels.
Emphasize the behaviour of ‘Scan as you go’ with a designated feature on-boarding flow.
UX Wire flow
Taking a features and benefits based approach to communicate the core features, I prioritized the importance of making it known to customers what the value of Scan & Go provides while also educating them on how to use it.
HI-FI WIRE Flow
Copy adjustments made to communicate the ease of creating an account and adding a credit card will make the experience faster.
The previous UX flow included cards communicating feature capability but not how to use these features. Copy adjustments were also carefully adjusted here with some added guidance on how to interact with the app functions.
Scan & Go is available in select stores, so as the feature rolled out during different periods, this presented an opportunity to educate and re-introduce customers of the capabilities in greater detail.
It’s important to set guidelines and goals, and inform the people I’m working with on what we’re trying to solve for - collaboration between myself, illustrator and copywriter were essential.
The project involved an understanding of the right amount of text information that needed to be communicated, while also ensuring visuals could make it easier for customers to understand how the app functions.
The direction of the UX played a big part in the on-boarding redesign. It was my responsibility to determine the best order of screens that would appear and select the right moments to prompt an action without being intrusive (ie. creating an account or adding a credit card); great amounts of auditing, research and testing are crucial in validating design decisions.
The project was originally given a large scope of redesigning the first time use experience. I’ve learned that it’s important to work with my client, find an aspect to narrow in on and set clear goals for myself to be able to deliver results.
Beyond telling a customer what to expect, it’s known that we learn better by habit of doing – which introduced a new design challenge of first time use tool tips to consider. As a follow up to this project, further usability testing is set to inform us if the redesigned experience is successful.