Mother’s Day Outdoor Living Campaign
As part of Walmart’s seasonal marketing efforts, I was tasked with designing a high-conversion landing page for the Outdoor Living department during the Mother’s Day peak. The goal was to strategically reposition heavy patio and garden inventory as thoughtful, "relaxation-focused" gifts.
PROJECT TYPE
Landing page, e-commerce
YEAR
2026
ROLE
UXUI Designer
TEAM
Deployment specialist, copywriter, site merchandiser
TOOLS
Figma, Photoshop
Challenge
-
Asset Scarcity: Faced a complete lack of dedicated Mother’s Day photography, possessing only generic outdoor lifestyle imagery.
-
Creative Constraint: Required a way to signal a festive, seasonal holiday mood without relying on literal "Mom-themed" visual content.
Impact
-
Successful Repositioning: Transformed the department’s perception into a primary destination for Mother's Day gifting.
-
Fluid UX Journey: Created a high-conversion path that moved users seamlessly from emotional inspiration to direct cart addition.
Problems
Low-Priority Resource Constraints
As a lower-tier seasonal campaign within the Walmart ecosystem, the project received no budget for dedicated Mother’s Day photography, requiring a design solution that relied entirely on existing, generic assets.
Gendered Category Perception
The "Outdoor Living" department is traditionally associated with masculine-coded activities like grilling and heavy DIY, making it difficult to naturally align with Mother’s Day gifting.
Product Relevance Gap
While items like BBQ grills dominated the catalog, they didn't fit the "pamper Mom" narrative; the challenge was shifting the focus exclusively to patio sets and "relaxation" to make the category feel relevant.
The Solution
-
Strategic UI Branding: Utilized a sophisticated purple and pastel palette with elegant accents to evoke a celebratory atmosphere through color theory.
-
Curated Hierarchy: Developed a "Gift Guide" Hero section to lead with high-value, aspirational relaxation products.
-
Streamlined Navigation: Implemented a quick-access bar for popular sub-categories (flowers, lighting, dining) to reduce clicks to purchase.
-
Dynamic Discovery: Integrated product shelves at the base of the page to serve both high-intent shoppers and casual browsers.
Key Takeaway
-
UI as a Narrative Tool: When high-fidelity creative assets are missing, design elements like color and layout must carry the brand story.
-
Strategic Adaptability: Proven ability to manufacture a seasonal "mood" and drive business goals despite significant content limitations.