I redesigned the Walmart+ cancellation experience, utilizing user research and analytics on member shopping behaviors to shape the design.
Leading the design process from end-to-end and collaborating with PMs, engineering, legal and other design partners, the personalized cancellation experience shows how a customer can easily save, highlighting the value of their benefits if they kept their Walmart+ membership.
Role: UI.UX Designer
Responsibilities:
Discovery, ideation, iteration,
end-to-end UI.UX
Engaged user
Uses their membership consistently
Unengaged user
Barely uses their membership
Engaged users see real values of their shopping and hours saved before they cancel their membership.
Unengaged users see unrealistic values as placeholders which creates more dissonance and supports their decision to cancel their membership.
A high 4 figures of unengaged users enter the cancellation flow a day and 90% cancel their membership.
Engaged user
cancellation screen
Unengaged user
cancellation screen
We want to reduce the churn rate that happens daily at the last step of member cancellation.
Things to consider:
Why are unengaged users not using their membership?
How can we highlight value that matters to them?
Unengaged users are not aware of all of their benefits and cannot find relatability in the current cancellation flow due to the unrealistic savings values.
Through multiple iterations, I explored how might a user would want to see the value of their membership.
This included interactive elements, allowing exploration on potential member savings.
Because unengaged members barely use their membership already, I wanted to highlight:
The most popular benefits that they are most likely to use
Benefits are shown and reinforced once more to educate the user on their membership
Unengaged users see the smallest amount of effort to make their membership worth it
To ensure a holistic and well thought out design, I considered both types of users.
Since engaged users carry more data and insights on how they shop and use their benefits,
I designed a cancellation screen that:
highlighted their most used benefits unique to them to show maximum value
was consistent in design styles to unengaged user cancellation for a seamless design
-1%
This led to retention of 7 figures of revenue in annual membership income
How do we scale this for more specific Walmart users like Walmart+ Assist customers?
Are there other ways to reduce churn like discounts on membership before a user decides to cancel?
