Walmart+ is a membership that offers everyday conveniences like free grocery delivery — saving customers time and money.
But sometimes, deliveries don’t go as planned. For example, orders may be canceled without notice due to fulfillment errors.
I designed a solution for canceled orders that offered customers a small perk or compensation. Collaborating with engineers and PMs, we tested different versions of this idea. Both versions worked well — customers were happier, and ordered more.This also helped strengthen customer loyalty to Walmart+.
Role: UI.UX Designer
Responsibilities:
Discovery, ideation, iteration, design systems,
end-to-end UI.UX,
A/B testing
Timeline: 4 months
Cancellation order email
Problem
Why are there order cancellations?
Canceled orders happen due to errors within fulfillment, and item unavailability.
How do customers feel?
A canceled order is annoying. There are no other actions to mitigate other than an email notification, which is further disappointing for the customer.
How does this impact Walmart+?
Full order cancellations have the largest impact to Walmart+'s loyalty score and retention leading to membership cancellation.
Goal
We aim to strengthen shoppers’ trust in Walmart+ by reducing the inconvenience of a canceled order.
Improve customer satisfaction
by empathizing and making the customer feel valued.
Reduce churn rate
by exploring solutions that will regain a shopper's loyalty.
Walmart Cash as an apology for a canceled order
The A/B test
I collaborated with my PM to set up an A/B test to understand the long term behaviors of shoppers who receive Walmart Cash vs. those who don't receive it, and if the amount affects it in any way.
Control
No Walmart Cash is given after canceled order
Variant 1
$5 Walmart Cash is given after canceled order
Variant 2
$10 Walmart Cash is given after canceled order
$5 Walmart Cash promo
$10 Walmart Cash promo
Initial ideations
Touchpoints
Where should a user see this notification that they received Walmart Cash and why?
Visual consistency
by using similar color styles and illustrations while being mindful of why we are using it.
Design system components While using what exists, do we need to add additional variants for this specific scenario?
Final experience
Customers are given immediate visibility on why they are receiving Walmart Cash and it is reinforced throughout the app experience through bottom sheets and notification cards.
If a customer does not use their Walmart Cash promo after a week, they get a reminder email. This provides extra visibility in case they missed it and space to iterate that they are valued.
First order cancellation experience
Reminder order cancellation experience
Results
+2%
increase in average orders per user
This is applies to 6 figures of users, and highlights users' continued interest in being compensated for a delivery error.
94.56%
reordered with $5 promo
94.56%
reordered with $10 promo
Regardless of the number value, Walmart Cash made a positive impact on shoppers' intent to reorder.
↑ increase
in trial-to-pay conversion
↓ reduction
in member cancellations
Addressing the problem and making up for it with Walmart Cash increased customer loyalty.
Considerations
While canceled orders are the most impactful, how can we shape and alleviate frustrations from other delivery errors such as missing items, and delayed deliveries?
There was an increase in trial-to-pay conversion, but the amount within the test group was not large enough to consider it a significant result.
Should we explore a targeted test for trial members to fully assess the impact of compensation from an order error?
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