Walmart Rewards In-Store Contextual Inquiry

Providing insights around the best practices when it comes to the customer-facing experience and UX design in a closed-loop rewards program.
Project Overview
This project was conducted during the roll out launch of a partnership with Walmart Rewards, a new cashback flow and service available to Walmart Plus members.
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The goal of the in-person contextual inquiry into Walmart Rewards is to get real-world understanding of the in-store user experience. These insights will inform the best practices for future IPN Partners by determining what aspects of the Walmart user journey are going well and what parts are causing user pain points. 

Research Objectives

1. Understand how our offers in a new ecommerce space impact the user experience and the context the integration is used in-store
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2. Establish what is working well and what is a pain point of the IPN offer experience in-store to inform future partner experience
My Contributions
Position: UX Researcher
Scoped, planned, fielded, analyzed, reported & presented insights
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My Team
During the project, I worked alongside a team:
Product Designer
Decision Scientist/Data Analyst

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Research Report (Methodology & Insights)

Additional information about details of this project available during interviewing process.

Next Steps & Impact

Following the presentation & influence of this research, a cross-departmental collaboration with Marketing, Product, Design & Sales started to approach the key recommendations at the end of the report:
1. Work towards an intuitive search functionality and improved IA for finding the Rewards Center and offers will assist users in a busy in-store context.
2. Integration into the full Walmart experience prepares users to find offers and successfully use Walmart Pay at checkout.

Over the following quarter a few initiatives took place:
1. In-store marketing material & campaign
2. Collaborative design workshops between partners to improve the findability of the rewards center & content clutter

Specifically, this research stirred larger IA questions and problem spaces so I ran follow-up tree test to better illustrate and understand where users were getting lost in the app before finding the Rewards Center. Report shown below: