content design case studies

For a peek into some of the projects I can’t share publicly, drop me a line.

Walmart Delivery Pass subscription

  • Walmart Canada had been lagging behind many of its competitors and leaving money on the table by not offering any kind of subscription or loyalty program.

    Our loyal weekly shoppers expressed frustration over having to pay delivery fees on orders they regularly place. And users in more “delivery-first” urban environments were turning to other retailers to avoid Walmart Canada’s delivery fees.

    A subscription service focusing on free delivery could help us tap into more “delivery-first” markets, reward our loyal customers, and create a more equitable Walmart Canada experience regardless of where a user lives.

  • Consult:

    • Asked only to review “final designs,” I recommended a total rework of all screens — most were outdated, full of misspellings, and had serious information architecture issues. I created a deck of all issues and established a RACI group to determine next steps.

    Redefine and rework:

    • I worked with the Design System team to determine what elements we could leverage across markets, building screens for a new flow alongside the designer to speed up the process.

    • I drafted content in collaboration with Site Merchandising, Marketing, and Customer Care for the landing page, FAQ, and transactional comms.

    • I organized and led reviews with Legal, Compliance, and Accessibility.

    Hand-off:

    • I organized a final sign-off review with the RACI group before presenting our work to a larger audience of Walmart Canada leadership.

    • I documented all feedback to consider in our post-MVP work and created a style guide (with collaboration from Localization) to be used by all teams going forward.

  • Following MVP launch in Toronto, Ottawa, and Montreal, we have gained 10,000+ subscribers (Jul 4–Aug 1).

    • Updated projections predict we’ll acquire 31,000 subscribers in year 1, rising to 120,000 in year 3.

    Conversion rate is 5.5% (app only).

    Delivery Pass landing page visits are averaging 100K/mo.

Walmart Global Intent Center

  • Longitudinal study findings and customer reviews of the redesigned Walmart Canada app revealed:

    • Noticeable increases in cart abandonment rate due to user confusion around fulfillment options.

    • Persistent user frustration around misleading or irrelevant search results

    • Eroded trust as a result of inconsistent product and availability information on search pages

    Customers wanted a more refined, streamlined shopping experience — tailored more to how and when they’ll get their items.

  • Discovery:

    • The product designer and I established a RACI group to determine scope, timelines, and prioritization. Then, before drafting any content, I collected and collated competitive analysis and existing research (longitudinal study, Baymard, etc.) into a research repository.

    Ideation:

    • Building upon the collected research, I collaborated with the designer on wireframes (app only), providing information architecture and content hierarchy guidance. Concurrently, I drafted copy using Hemingway to maintain reading level and clarity.

    • We advocated for prompting the user to tell us their intent as early as possible in their journey. This would allow us to filter their end-to-end experience based upon how they want to get their items.

    User testing:

    • The designer and I created prototypes and set up two usertesting.com studies, gathering qualitative data to gauge how well users understood the UI.

    Review:

    • I organized and led walkthroughs with Accessibility, Engineering, the RACI group, and other Walmart markets (US & MX) to get final alignment.

    Hand-off:

    • I finalized content and accessibility annotations, a list of terms to add to our TMS, and post-MVP content recommendations before development kick-off.

  • Following app ramp to 10% on Sep 5, we’ve experienced:

    • 5.36% lift in overall conversion

    • 6.10% increase in revenue per visit

    • 55% interaction rate, showing users selecting an intent from the start of their journey

    Ramp up to 100% and Phase 2 designs have been fast-tracked.

Product page feature icons

  • Walmart.ca’s product pages had an information overload problem — one that users had been vocal about for years in app reviews. Users had repeatedly complained about how hard it is to find the information they need without having to read all the information they don’t.

  • Discovery:

    • The designer and I worked closely with Merchandising to understand how they would use a feature like this — what they’d need to know to make icons, how they’d keep a record of what’s been created, how they would decide which attributes should get icons.

    Ideation:

    • Through wireframing and prototyping, we advocated for for a highlight feature that would allow users to see an item’s specifications and features above the fold. It was critical for us to find the right balance between iconography and copy, so I worked closely with Engineering to test character limits in English and French.

    • I also led feature naming, using competitive analysis and Baymard findings to draft options that I validated through A/B testing. Taking the proactive approach of having initial data to back up my recommendation helped make the final approval process quick and (mostly) easy.

    Documentation:

    • I created a cheat sheet / style guide that has since been shared with our merchandising teams and multinational merchants to use when inputting product information and highlights. I worked closely with merchandising leadership to also advance the implementation of our existing UX style guide into Walmart Marketplace.

  • Engagement with above-the-fold content increased by 11%, coinciding with steady increases to the add-to-cart rates of select general merchandise categories.

    Our design has since been leveraged across multiple markets — most notably in the US.