Case Study - Redesigning PDP and PLP of Sam's Club Mexico
2020 - 21
Overview
Sam’s Club Mexico is a prominent retail giant that has left a lasting impact on the Mexican consumer landscape. Part of the Walmart family, this membership-based warehouse club offers an extensive range of products, from groceries and electronics to clothing and household goods. What sets Sam’s Club apart is its commitment to delivering value to its members. Shoppers can access bulk quantities at competitive prices, making it an attractive choice for families, small businesses, and individuals looking to save money on their everyday purchases. The stores are known for their spacious layouts, making the shopping experience efficient and enjoyable. With a focus on quality, variety, and affordability, Sam’s Club Mexico has become a preferred destination for those seeking both convenience and value in their shopping endeavors. Whether you’re stocking up on essentials or seeking something special, Sam’s Club Mexico offers a diverse array of products to cater to the diverse needs of its members.
My Role
The redesign initiative of Sam’s Club Mexico was a personal challenge that I willingly undertook. In this exercise, I conducted heuristic evaluation of the webpage to identify key strengths and weaknesses. The primary objective was to optimize the page’s performance by redesigning it to align with current and future e-commerce trends while preserving Sam’s brand identity. The assumption was that web traffic would be equally distributed across mobile, tablet, and desktop platforms. Throughout the redesign, my aim was to retain as much information as possible, with a commitment to explaining any instances of information removal with sound reasoning, while respecting Sam’s brand integrity. During the exercise.
I chose to concentrate my efforts on User Research and the redesign process. As my first step, I deliberately narrowed my focus to these specific aspects of the redesign.
- Extensive user and market research. Deep understanding of users, their Anthropogeography, requirments and behaviours
- Perform a heuristic evaluation of the webpage to identify key pros and cons.
- Redesign the page with the goal of optimizing its performance, aligning it with current and future e-commerce trends.
- Apply basic visual design principles while maintaining the integrity of Sam’s brand.
- Assume an even distribution of web traffic across mobile, tablet, and desktop platforms.
- Retain as much information as possible in the redesign; provide clear explanations for any information removal.
- Feel free to make assumptions as needed during the exercise, and ask questions for clarification.
- Complete the entire exercise within a maximum timeframe of three days.
Research
I started my User Research by studying Anthropogeography, Demography, population distribution of Mexico. Mexico boasts a diverse and dynamic demography, with a population exceeding 128 million people. The country’s population includes a rich blend of ethnicities, primarily Mestizo (mixed Indigenous and European descent). Mexico’s urbanization is on the rise, with a significant percentage residing in major cities like Mexico City, Guadalajara, and Monterrey. Additionally, Mexico experiences a relatively young population, with a median age of around 29 years, contributing to its vibrant cultural and economic landscape.
Mexico’s population distribution presents a youthful demographic, with a median age of approximately 29 years. The gender distribution is relatively even, reflecting a balanced male-to-female ratio, although variations might exist within specific age groups and regions. Income distribution in Mexico exhibits striking disparities, with a noticeable wealth gap between urban and rural areas, highlighting the persistent challenges of income inequality and poverty in the country. Addressing these issues is a key focus for government policies and initiatives to improve the overall well-being of the population.
Competitor Analysis
In the fiercely competitive e-commerce landscape of Mexico, Sam’s Club faces formidable rivals. The top five e-commerce competitors challenging Sam’s Club in the Mexican market include Walmart Mexico, Amazon Mexico, Liverpool, Linio, and MercadoLibre. Walmart Mexico is a close relative, sharing the same parent company, and it offers a diverse range of products and a robust online presence. Amazon Mexico, a global e-commerce giant, provides an extensive selection of goods and expedited delivery services. Liverpool, a prominent Mexican department store, is known for its premium offerings and strong online presence. Linio and MercadoLibre are popular online marketplaces, catering to a wide range of consumer needs. These competitors constantly innovate, expanding their product catalogs and enhancing their user experiences, making the e-commerce sector in Mexico an exciting and competitive arena. Sam’s Club, with its membership-based model and diverse product offerings, strives to maintain a strong position in this challenging market.
Heuristic Evaluation
In my efforts to identify and address issues with the current platform, I performed a comprehensive Heuristic evaluation. This evaluation involved a thorough assessment of the platform’s usability and overall user experience, allowing me to uncover potential areas for improvement and refinement. Through a systematic analysis based on established usability principles and best practices, I meticulously evaluated the platform’s interface, interaction design, and overall user-centric aspects. This in-depth examination provided valuable insights into enhancing the platform’s performance and user satisfaction.
User Persona
Task Profile
Following this, I transitioned into the phase of crafting a Task Profile. Utilizing insights gleaned from an in-depth competitor analysis of user personas, I methodically compiled an exhaustive catalog of tasks that I envision users engaging in while navigating the Sam’s Club Mexico platform. This entailed a comprehensive understanding of the user journey and expectations, enabling me to create a holistic task profile that would serve as a foundational guide for optimizing the user experience on the platform. This meticulous task profiling process aimed to ensure that Sam’s Club Mexico aligns seamlessly with user needs and preferences, ultimately enhancing the overall usability and appeal of the e-commerce platform in the Mexican market.
I translated these tasks into user stories, providing a detailed account of each task, and then meticulously documented them on GitHub. By breaking down the tasks into user-focused narratives, this approach aimed to create a comprehensive repository on GitHub. This repository not only mapped out the user journey but also served as a valuable resource for optimizing the user experience on Sam’s Club Mexico, ensuring alignment with user expectations and preferences, ultimately enhancing its usability and appeal in the competitive Mexican e-commerce arena. All the tasks could be found here
Tools Used
Discover
- Competitor Analysis
- User interview
- Market Research
- User Research
- User Profile
- User Persona
Define
- Gitlab – Product Backlog
- Conceptdraw Mind Map – I.A
Design
- Microsoft PowerPoint
- Pencil Evolus
- Adobe Photoshop
- Adobe Illustrator
- Adobe XD
Desktop Design
Unfortunately, I could not get all the images to upload here. Here are few of them which I had handy.
Mobile Design
View in full screen for a better quality of the image
Lessons Learned
1. Focus on user, their wants and desire and their expectations
2. Design for usablity and beauty
3. Brand loyalty used to exist
4. You need to innovate faster than your Competitors can think and your Customers can Anticipate
Final Words
This design exercise proved to be a truly remarkable experience. In the absence of direct access to real users, I delved into crafting user personas to grasp their needs and expectations. Understanding the intricacies of user demographics became a crucial focal point in the design process, guiding us toward tailored solutions. Simplicity emerged as a fundamental principle, anchoring the design philosophy to ensure a user-friendly interface. Comprehensive knowledge of competitors played a pivotal role, allowing us to stand out in a crowded landscape. Moreover, the exercise underscored the significance of leveraging technology as a tool to enhance user experiences, emphasizing the importance of designing around human needs rather than simply accommodating technology.