Overview
Subscription was the fastest growing online channel in FY23. Addressable retail subscription channel was a $20B market (9% of total online), growing 25% per year. Walmart Subscription MVP had been launched since March 29, 2023. Prior to that, Walmart had 0% market share in this growing channel (losing ~600M annually).
At the end of FY24, subscriptions team expended the assortments to grocery items in order to
unlocked +32K additional subscription SKUs
- improve AOV, GMV and CP
- increase subscriber
- increase subscriptions
- increased items per subscriber
I will mainly present these projects as my recent case studies. If you would like to check the experience upfront, you can search, buy and manage your subscriptions through Walmart.com or Walmart app now.
Click these links below to check more details -
Team size
2 designers (Principal designer and me)
2 contractors (Mid to senior)
1 content writer
2 ux researchers
Review with Sr design manager and design directer every week
Review with leaderships every month
Cross-functional team (Subscriptions)
4 product managers
4 front end engineer leads (40 in total)
2 business leads
1 data analytic
Collaborate with other 13 different dependency teams for grocery subscription launch
Design Time spend
4 months from planing to deliver, including
1 months workshop+user testing
1 month all platforms’ detailed design
2 months Engineer support, including IA design, hand-off specs, LOE discussion, accessibility, VQA, bug fix and so on
Current experience
I joined the team during the beta version, where the only way for users to subscribe was through the item page. At that point, we had a very low conversion rate and limited visibility on the item page.
On the other side, we had 31% of conversion in the subscribe panel but 50% of subscription cancellation happened on the same day.
Current experience’s conversion funnel
Current subscription management flow
Customers were confused about fee
35% of customer concerns about the $6.99 order minimum fee (shipping fee).
85% of subscription items are priced under $35.
Customer problems
Emilia was frustrated with repeatedly ordering the same items every week but hasn't explored subscription services before.
Emilia closely manages her family's budget to ensure controlled spending.
Emilia wants to track family item usage and plan purchases in advance.
Design process
The project began with ambiguity. I usually collaborated with the research and analytics team to identify user pain points and uncover gaps to enhance the current experience.
After the design sprint, I collaborated with the team to identify key user stories and developed a prototype to present to senior leadership. Please check the figma prototype link below -
New experience
New user subscribe experience with subscription day concept
New subscription basket management experience
All the designs I worked on at this company typically begin with native mobile, but they are ultimately delivered across all platforms.
Responsiveness design
Impact
Grocery subscription successfully launched last year. It resulted in $100M GMV, 330K active subscribers, 625K active subscriptions in FY25.
Next step
Based on previous user research, customer data, and business strategy, I outlined several next-step ideas for the subscriptions team.
Incentive driven subscription center
Improve skip and cancellation by leveraging personalization