Whiskers by Walmart
Industry
UX/UI Design
Date
May 2024
This project was created for Honors Advanced UI Design. As the sole designer on this project, I completed all of the research, design, and tests. The overarching goal of the project was to take an iconic brand and expand their revenue through a new system or service.
Overview
As mail-based subscription services for pet food and supplies continue to expand, exemplified by brands like Chewy and Ollie, there is an opportunity for a prominent brand to enter this market. My research indicates that Walmart is well-positioned to launch a new pet subscription service. Walmart stores already have a large selection of pet food and supplies available, with more variety available for online purchase. According to my user interviews, 35% of users already purchase their pet supplies from Walmart and 35% of users have subscribed to some kind of pet subscription box.
Problem Statement
As prices continue to rise, there is a shortage of affordable mail-based subscription boxes for pet supplies. 54% of the users that I interviewed stated that one of their concerns/reasons for not using a subscription service was cost. Walmart is generally much more affordable than other stores, so their creation of a pet subscription service would effectively fill the gap that is currently in the market. This pet subscription service would also include the option to purchase pet food/supplies without a subscription.
Process
User Interviews
User interviews were conducted via a Google Form and face-to-face interviews. The form received 37 responses and 5 people were interviewed in person.
The age range of the users interviewed was 20-86.
The most common occupations were student, teacher, military, and retired.
All users interviewed had at least one pet.
45% of users interviewed had at least one dog.
55% of users interviewed had at least one cat.
81% of users were not satisfied with the way they currently purchase pet supplies.
The most common stores users use for pet supplies were Chewy, Walmart, Sam’s Club, and Pet Supplies Plus.
When asked specifically about Whiskers by Walmart, those interviewed expressed these preferences:
Cost effective.
Preferred brands.
Receiving packages on time.
Package showing up without damage.
Easy as possible on consumer to navigate and use the website/mobile app.
Ability to order from phone.
Good quality “everything”:
Customer service
Packaging
Website/mobile app
Food quality
Using the information from these interviews and my own personal research on similar products, I created an empathy map, user personas, a customer journey map, and site map. I was careful to include elements into each of these that aligned with the research that I had completed.
Empathy Map
User Personas
Customer Journey Map
Site Map
Wireframes
After carefully reviewing my research and planning, I began creating low fidelity wireframes. After creating wireframes, I created a style guide to help guide my prototype design.
Style Guide
Prototype Iteration One
After completing the wireframes and style guide, I created the first iteration of the high fidelity prototype. This version of the prototype was then used to complete user testing.
User Testing
I conducted UX Testing via Google Forms. I was unable to hold testing in person due to time constraints, but I received many responses on the form. The testing consisted of pre and post questions, four tasks to be completed, and the System Usability Scale.
The average score on the System Usability Scale was 86. This score reflects that the first iteration of the prototype was fairly easy to use and navigate.
Prototype Iteration Two
After recieving the feedback from user testing, I created a second iteration of the prototype. In this version, I strived to fix all of the usability issues found in testing. The video below features the final iteration of the Figma prototype.
