"Big Brands" Shopping Experience
As part of Walmart’s seasonal marketing efforts, this project focused on launching the "Big Brands" Outdoor Living campaign. The goal was to showcase premier partner brands and drive seasonal sales through a dedicated landing page. Faced with an initial request for a basic, logo-centric directory, I advocated for a more sophisticated UI strategy. I pivoted the project toward a lifestyle-first shopping experience that better aligned with user aspirations and Walmart’s commercial objectives for the outdoor category.
PROJECT TYPE
Landing page, e-commerce
YEAR
2026
ROLE
UXUI Designer
TEAM
Deployment specialist, copywriter, site merchandiser
TOOLS
Figma, Photoshop
Challenge
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Static Brief: Transitioning from a flat, logo-heavy layout to a high-impact shopping destination.
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Weak Hierarchy: Overcoming a cluttered "logo grid" that lacked a clear visual focal point.
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Low Engagement: Solving for a utilitarian design that failed to evoke seasonal inspiration.
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Conversion Gap: Bridging the distance between brand awareness and direct "Add to Cart" actions.
Impact
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Elevated UX: Transformed a "logo list" into a premium, curated shopping destination.
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Sales Growth: Increased conversion rates through interactive commerce elements.
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Higher Engagement: Boosted time-on-page by prioritizing aspirational content over utility.
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Strategic Success: Turned a simple awareness brief into a high-performing revenue driver.
Problems
Low Engagement
A logo-heavy UI creates a high cognitive load but low aesthetic appeal, failing to inspire "window shopping."
Conversion Friction
The original plan lacked a direct path to purchase, requiring users to click through multiple layers before seeing actual products.
Static Experience
Without interactive elements or aspirational imagery, the page felt like a dead-end directory rather than a shopping destination.
The Solution
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Aspirational Pivot: Replaced static grids with lifestyle-oriented layouts to drive engagement.
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Vertical Hero Cards: Combined brand identities with dynamic imagery to communicate value instantly.
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Streamlined Conversion: Added a "Top Rated" carousel with "Add to Cart" features to reduce friction.
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Responsive Excellence: Optimized the UI for seamless navigation across desktop, mobile, and app.
Integrated Site Entry Points
Key Takeaway
Design should never just be a directory; it should be a story. This project reinforced the importance of designer initiative—by challenging a static brief and advocating for a lifestyle-driven, interactive UI, I was able to transform a basic requirements list into a sophisticated, high-converting user journey.