Project Overview

My Role: Lead Designer, Wallet Redesign
Skillset: Framework design, Heurestic Analysis, Systems Thinking, Visual Design, A/B Testing
Timeline: Q3 2023 - Q1 2024
Platforms: Released on iOS. Future: Android, dWeb, mWeb
Outcome: Easy-to-scan and compact Wallet, significant reduction in cancellation and increase of $129M in net GMV gain.

1.5%

Reduction in cancellation

0.9%

Inc in new payment types added

$129M

Inc in net GMV gain

Context

Payments Vision:
Enable customers to transact with the payment of choice, with least effort, for every need at Walmart.

Supported Payment methods:

  • Credit Cards, Debit Cards - VISA, Mastercard, Discover

  • Gift Cards, Walmart Cash, Refund Credit

  • EBT SNAP, WIC - Government Benefit programs

  • HSA/FSA - Health Funds

Supported channels:
eComm - Mobile apps & Web

Illustration of payment types

Problem Space

  • Customers find the Wallet & Payments feature in Checkout overwhelming, hard to navigate.

  • Current Conversion rate: 80%
    
Expected rate: 90-95%

  • 30% of check-out sessions involve customers opening the wallet, but 43% of these sessions end in abandonment.

  • Of the remaining 70% of check-out sessions where the wallet is not interacted with, 21% result in abandonment. Of these abandoned sessions, 3% are attributed to payment issues.

Source: Voice of Customer 2023, Data Analytics

Hypothesis

IF
we simplify the Wallet to focus on key jobs-to-be-done and reduce distractions and improve scannability

THEN 

we can allow users to quickly change their payments and checkout

RESULTING IN

increase in Add Payments and Change Payments conversion, estimated ~25bps GMV

Screenshot of Wallet during Checkout - iOS - 2023

Discovery

Modular and compact:

  • Payment method UI in CXO + Account wallets tend to be minimal and compact, allowing customers to see most of their saved payments without scrolling.

  • Small logo lockups are used in place of skeumorphic card containers.

  • Visual simplicity reduces cognitive load and fits existing established patterns.
ex. Visa ....1234

Simple navigation and interaction:

  • Most wallets are displayed in a vertical scroll, without the use of carousels / horizontal layouts.

  • ‘Add payment’ is easily findable.

  • Additional information and ability to edit are on separate pages / overlays.

Screenshots of Competitor apps - Payments Page 2023

Heuristic Analysis

Visibility of system status:

  • Selection of cards not visible on darker cards.

  • Applied payment methods are sometimes at the bottom and not visible as soon as a user opens up the Wallet.

  • Alert message positions make it unclear which card it applies to.

Navigation issues

  • Horizontal scrolling creates a disjointed and clunky experience, causing it to feel jerky.

  • Horizontal carousels are better suited for marketing/browsing experiences rather than utilitarian tasks.

  • Users could not easily find the ‘Add payment’ button when below the fold.

Heuristic evaluation screenshot

Design Explorations

In collaboration with fellow designers, we conducted a Design Jam to develop iterations for the wallet redesign.
Our key focus areas included:

Clear Visual Indicators: Enhanced visibility of selected payment methods.

Compact Information: Streamlined details for improved scannability.

Vertical Layout: Optimized for easy scanning and cognition, ensuring users can view everything at a glance and maintain consistency with other apps and websites.

Screenshot of early iterations

Design proposal for A/B Testing

New designs proposals of Wallet

Results & Business Impact

What we did:
We streamlined the Wallet to focus on key tasks, reducing distractions and enhancing payment clarity. By moving away from a skeuomorphic design and eliminating unnecessary clicks, we increased the Wallet's scannability and efficiency.

Key Outcomes:

New redesigned Wallet was launched on iOS.

  • New Payment Methods: 0.9% increase in usage during checkout

  • Cancellations: 1.5% reduction

  • Net GMV Gain: $129M

1.5%

Reduction in cancelation

0.9%

Increase in new payment methods added

$129M

Inc in net GMV gain

Anusha’s impact on the project

  • "In my time partnering with Anusha I only have good things to say. She has a genuine interest in learning the payments space and it’s interactivity with other features/flows. She asks intelligent questions and is eager to learn. She is also a great content partner—communicative and collaborative. I depend on Anusha to help me understand the problem statements, requirements, and metrics from Product; as well as UI limitations/possibilities. I personally appreciate Anusha’s positive and energetic attitude."

    - Content Designer, Payments

  • "Wallet is a difficult area, and Anusha has possessed a solid understanding of all its nuances. I appreciate that she takes her time to make sure that she understands how a particular part works before ideating and offering solutions."

    - Design Manager, Payments