Walmart
Case Study, Redesign
This case study explores how Walmart could offer a solution by providing personalized, healthier ingredient lists through a subscription service, allowing customers to purchase the ingredients they need and receive tailored suggestions based on their preferences and health goals.
Project Type
Academic Project
Industry
Ecommerce,
Accessibility
Duration
June 2024
2 Months
The Team
3 UX Designer,
1 UI Designer,
My Role
Conducting User Interviews, Desk Research, Competitive Analysis, Storyboarding, Conceptualization, Design System
Tools Used
// Index
The Problem.
Consumers often struggle to find convenient and personalized solutions for their diverse dietary needs and busy lifestyles, leading to challenges in maintaining healthy eating habits, managing time effectively, and reducing food waste.
// PAIN-POINT #1
Difficulty in finding personalized, health-conscious ingredients.
// How DID I Address this?
We addressed this by implementing an AI-driven recommendation system that curates personalized ingredient lists based on the user's dietary preferences, health goals, and restrictions. This ensures that customers can easily find health-conscious ingredients that align with their specific needs, streamlining their shopping experience.
// THE IMPACT
// PAIN-POINT #2
Uncertainty in Event Preparations
// How DID I Address this?
Netwise helps you confidently prepare for events by offering tailored conversation starters before recommending attendees to connect with. Based on your profile and event type, it suggests people who share your interests and goals. You can log connections with key details, and gamification keeps you motivated to network effectively.
// THE IMPACT
But wait… how did we get here?
// Choosing the right framework
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// MY APPROACH
// INTERVIEWS
We conducted 30 interviews—19 with students and 11 with professionals—to gather a wide range of insights for the project, out of which I conducted 9 interviews.
// RECURRING THEMES FROM OUR INTERVIEWS
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// SURVEYS
We conducted surveys to gather valuable quantifiable data and reach out to a wider user base, receiving 56 responses as of September 24, 2024. My contribution involved designing the survey, formulating relevant questions, and analyzing the collected data to derive actionable insights.
// DESK RESEARCH
I reviewed 9 research papers on professional networking, event preparation, and relationship-building to ensure Netwise is grounded in proven strategies.
"Online networking expands access to professional connections, but in-person interactions remain critical for trust-building and long-term relationships."
Published Online: Dec 15, 2021
What is the relevance?
Highlights the importance of both digital and real-life networking, reinforcing why Netwise bridges this gap with AI-powered simulations and in-person follow-up features.
“Individuals who engage in structured networking practice show higher confidence and success in professional interactions.”
Published Online: Dec 15, 2021
What is the relevance?
Supports the MetaHuman conversation coach, as structured practice can enhance users’ real-world networking skills.
“Students often struggle with initiating conversations due to a lack of confidence or not knowing what to say.”
Published Online: June 15, 2021
What is the relevance?
Justifies conversation starters and real-time feedback, helping users overcome this common challenge.
“Personalized follow-ups that reference specific discussion points make a lasting impression and lead to stronger professional ties.”
Published Online: May 1, 2022
What is the relevance?
Reinforces the customized follow-up messages based on event notes, helping users sustain connections effectively.
// Competitive Analysis
We conducted a competitive analysis to identify gaps in existing mentorship and event-based networking platforms, ensuring Netwise offers unique, research-backed solutions
// Building a persona
Meet Emily
She is a 22-year-old business student in New York, wants to expand her network for an internship but feels nervous starting conversations and struggles to find the right connections.
// HOW DOES EMILY NETWORK CURRENTLY?
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// WHAT ARE EMILY's NEEDS?
1. Confidence in Networking
Must have:
Real-time simulations and practice modes with immediate feedback to build confidence and improve skills.
Must Avoid:
Overloading with theoretical advice and too scripted interactions that hinder organic conversation.
2. Personalized Event Guidance
Must have:
Smart matchmaking and clear event breakdowns for relevant connections based on shared goals.
Must Avoid:
Providing too many suggestions or relying on generic criteria for matchmaking.
3. Effective Follow-Up Support
Must have:
Customizable prompts and reminders with key details to create personalized, relevant follow-ups.
Must Avoid:
Offering generic follow-up messages and missing reminders for timely engagement.
The above details are based on user research and identified in collaboration with the Product Manager.
// STORYBOARDING
I created storyboarding after creating the persona to visually map out Emily’s journey, identify pain points, and ensure the design flow addressed her specific needs.
// CRAZY8
After storyboarding, we used Crazy 8s to rapidly brainstorm multiple design ideas, Below are ideas from Crazy 8s, and we chose the best solutions to support Emily’s networking journey.
Idea 1
AI-Powered MetaHuman Coach
A realistic 3D avatar to practice networking conversations with instant feedback.
Idea 2
Smart Matchmaking for Events
Personalized attendee recommendations based on shared interests and goals.
Idea 3
Follow-Up Reminder System
Timely notifications with customized prompts based on past conversations.
Idea 4
Micro-Learning Modules
Short, interactive networking lessons integrated within the platform.
Idea 5
Networking Challenges & Rewards
Fun, goal-driven tasks to motivate users to engage and improve their skills.
// User Journey Mapping
The User Journey Map helped visualize Emily’s networking experience and identify pain points, building on the insights from Crazy8 to guide our design solutions.
// MoSCOW METHOD
We used the MoSCoW method after the User Journey Map to prioritize the most critical features and address Emily’s pain points based on her experience and needs.
// INFORMATION architecture
We did Information Architecture after the MoSCoW method to structure and organize the prioritized features in a way that enhances usability and aligns with Emily’s needs.
From Data to Design : Let’s Create!
// LOW FIDELITY DESIGN
We started with low-fidelity designs to quickly explore and validate ideas, allowing for rapid iteration and feedback before committing to high-fidelity details.
// MID FIDELITY DESIGN
We moved to mid-fidelity designs next to refine the layout and user flow, adding more detail to test usability and gather more specific feedback while still allowing for flexibility in adjustments.
Does it work? Let’s Find Out!
// USABILITY TESTING
We tested the mid-fidelity designs using heuristics and think-aloud sessions in 5 testing sessions to identify usability issues, gather user insights, and ensure the design met established usability principles before moving to high-fidelity designs.
// HEURISTICS EVALUATIONS
// Think ALOUD
// KEY FINDINGS
Navigation Confusion
During think-aloud testing, users struggled to find the primary navigation menu, indicating that the current layout was not intuitive, leading to frustration and longer task completion times.
Inconsistent Button States
Heuristic evaluation revealed that button states (hover, active, disabled) were inconsistent across the interface, making it difficult for users to determine interactable elements.
Form Field Validation Errors
Participants expressed frustration with the lack of clear error messages when submitting forms, leading to confusion about what needed to be corrected before submission.
Color Contrast Issues
Think-aloud participants pointed out that some text elements lacked sufficient contrast against their background, making them hard to read, especially in low-light environments.
// THE DESIGN GUIDE
// NEXT STEPS
What I’d Tackle with More Time
Revenue Model.
To ensure financial sustainability, we set subscription prices based on costs plus a 40% markup.
Educational institutions pay between $1,000 and $20,000 annually, depending on customization and enrollment.
Individual users can subscribe for $14.99 per month or $9.99 per month with annual billing.
The minimum price calculation is as follows:
Minimum Price = Total Monthly Costs to Cover + 40% Markup = $8.4
Designed for Everyone.
// USER'S THOUGHTS ABOUT NETWISE
My Learnings.
Builds Early Networking Skills & Confidence
NetWise helps students develop essential networking abilities from the start of their academic journey, setting them up for future career success.
Enhances Engagement Through Metahuman AI
Learning to network by interacting with a lifelike Metahuman AI is far more engaging and effective than passive video tutorials, providing real-time feedback and immersive practice.
Simulations Increases Confidence in Conversations
AI-driven simulations and guided practice reduce anxiety, making it easier for students to initiate and sustain professional interactions.
Personalized Paths to Networking
Tailored recommendations and structured learning paths ensure students improve their networking skills at their own pace.
// Frustration with Health-Conscious Shopping on Walmart
"I don’t have time to plan meals every week, and I often end up buying ingredients I don’t use, which just gets wasted."
Health-Conscious Millennial
"Shopping for the right ingredients is frustrating, especially when I’m trying to stick to a specific diet."
Fitness Enthusiast
"It’s tough to eat healthy when I don’t have time to meal prep or search for the right ingredients each week."
Full-Time Student
"I spend too much time trying to figure out what to cook, and half the time, I end up buying things I don’t need."
Single Parent with a Busy Schedule
"I wish I could just get the exact ingredients I need without wasting time on things I won’t use."
Young Professional
"I need a better way to shop for meals that actually fit my dietary restrictions and health goals without all the guesswork."
Fitness Enthusiast
// WHAT ARE THE KEY PAIN-POINTS?
Difficulty in Finding Personalized, Health-Conscious Ingredients
We addressed this by implementing an AI-driven recommendation system that tailors ingredient lists based on users' dietary preferences and health goals, ensuring that customers easily find the right ingredients for their needs.
Time-Consuming Meal Planning and Shopping
We simplified the shopping experience by offering subscription-based ingredient lists, allowing customers to quickly purchase everything they need for their meals without spending time on meal planning or browsing multiple items.
// CURRENT FLOWCHART
