Sam's Club
How can we improve experience and growth while increasing conversion rates?
Context
Sam's Club, a leading shopping club, with the collaboration of the Corebiz underwent a significant digital transformation, successfully transitioning to the omnichannel business model in Brazil.
​
The selected Vtex solution for the website was crafted to be utilized in its original form, encompassing its structure, components, and features. Implementing any modifications proved to be challenging, leading our team to meticulously analyze the extent to which existing elements could be reused, used as-is, or built from scratch. This analysis was conducted while considering user needs and objectives related to membership acquisition and growth.
​
​
Challenges​
​
-
Pdf design files
-
Brand guideline for marketing propurses
-
Environmental constraints
-
Attract in-store visits
-
Increase subscription acquisitions
-
E-commerce momentum
​
Impact
3 Million Subscriptions with 40% Growth in 2023
My role
My role involved applying design processes to conduct Proof of Concept studies for projects and features intended to be implemented in the Vtex environment. Validated concepts were strategically designed as MVPs, while those not validated were considered for adaptation by the client.
​
Over time, our process evolved to include additional insights regarding development approach, next steps, critical points requiring attention from the team to ensure the success of the project and/or features. This became possible due to the close relationship with Sam's Club focal points.
​
Everything we implemented were designed for continuous refinement based on data and evolving business requirements and market dynamics.
​
Timeline
2022-2024
What I was expecting to accomplish?
Adoption of New Brand Identity
Transformation of materials from print media to digital media of the new brand identity, aligning them with the pre-approved guidelines from the company in the US, and evolve them into a design system.
​
Implementation of a New Design Process
Establish a collaborative design process with the Corebiz and Sam's Club team, by curating available resources, deploy design tools, and documenting the process.
​
Value Generation in Every Delivery
Conduct thorough analyses to identify opportunities for enhancing user experience within project scopes.
Upon receiving the Brand Guide of 2023 for print media, we initiated efforts to align our deliverables with the established guidelines for the website, ensuring consistency across Sam's Club products (website and app).
For this assigment it was essential to evangelize the team about the benefits of a Design System, since our client had two separate products with the same business vision, a decision that proved pivotal in meeting current demands and preparing for future identity changes.
​
The received material became a Style Guide, a part of the Design System V1.0. This successful process allowed us to implement identity changes in production without compromising the user experience.
Mapping business goals
The primary objective was to increase subscriptions by more than 30% in the first semester and second semester. With this goal in mind, we convened to exchange data, initial step towards strengthening the relationship with the Sam's Club team. These collaborations were crucial in establishing the design direction for decision-making.
Problem
statement
Potential Sam's Club members are struggling to find the online shopping club due to low visibility on search engines. This is a result of an underdeveloped SEO strategy on the website, which is not effectively leveraging strategic local terms and a wide enough semantic field. This negatively impacts the membership acquisition strategy, as the lack of organic visibility is hindering the attraction of qualified traffic to the site.
Research
& Competitive analysis
Through the outcomes of workshops, user research, and field studies, we gained insights into the main pain points for users, market methodologies, drivers, trends, member journeys, and proto-personas.
We conducted benchmarking continuously to collect data on features, interface patterns and flows, in order to gain insights.
Proto-personas
Based on Ekantika's diagnosis, several recurring behaviors among members were identified. These behaviors were grouped into profiles, which served as the foundation for understanding each audience and their respective needs.
Crafting the solution
Despite the clear objective for the UX/UI deliverable, as Vtex specialists, we approached the task with a different perspective. As the UX/UI designer of the team I had the freedom to design the user experience. I started outlining what was necessary within the scope and validating the possibilities.
Based on the information gathered and benchmarking analysis, we decided to integrate one component with propose to facilitate content population for SEO strategies. No redesign pages was necessary.
During benchmarking research, two opportunities that align with the identified needs of club members' profiles, proto-personas, were found. As a result, the two combined opportunities were included in the original proposal. Google Analytics was indicated as a complementary tool for the proposal, aiming to guide the content based on questions like 'within that club, which products sell the most so we can highlight them and help users find those products more quickly?' Imagine how campaigns can target those clubs more effectively.
​
So basically we add the component content that was suitable for SEO content scope and we add two more component, the opportunities that we identify, for the clubs club profiles' needs that could be combined with campaigns.
This template would be available for the client to activate/deactivate and edit as necessary. It is expected to contribute to search engine indexing and conversion rates. However, the work doesn't stop there; the components should undergo changes and evolutions as needed by the business.
Success
PAGE TITLE
Creating a Title Tag involves accurately describing the purpose of your website to attract more visits.
​
PAGE TITLE LENGTH
A Title Tag should contain up to 60 characters, always counting spaces.
​
META DESCRIPTION
The Meta Description summarizes the entire content of the site. Therefore, the more appealing this text, the better.
​
META DESCRIPTION LENGTH
A good Meta Description, besides summarizing the website's purpose, has between 100 to 160 characters, including spaces.
​
OWN DOMAIN
Websites with their own domain bring autonomy, professionalism, and improve ranking on Google.
​
SSL CERTIFICATE
The SSL security certificate provides a better user experience and prevents it from being blocked by browsers.
In retrospect
Collaboration with External Team
In every project, collaboration is crucial. Throughout the journey with Sam's Club, I had the pleasure of engaging and exchanging ideas with other partner companies, and this collaboration proved significant for all proposals. We even had the opportunity to participate in a high-impact project with Carrefour France.
​
Scope of Assignments
The format of scopes evolved over time, leading to more refined proposals. The more clear the scope is, more faster insights can arise, and investigations can uncover opportunities and solutions better suited to addressing the pain points we aim to solve.
​
Every Bit of Knowledge Counts
Throughout this journey, some projects progressed to production, while others were put on hold. All knowledge gained helped us address challenges we faced at the moment and map for future steps.
​
Generating Value for the Client and Their Users
Our work intention has always been to create solutions that the Sam's Club team could manage in the way the business required, while also sharing any information to ensure complete autonomy.
​
Growing Together
Our endeavors were not only acknowledged with positive feedback, leaving us gratified, but also led to the expansion of our team from 6 to 9 members. Furthermore, our efforts resulted in delivering significant shopping experience improvements that contributed to the growth of our client's digital channel revenue.
Team members
Recognition
