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Walmart Case Study
Optimizing user feedback with a scalable review template
Overview
I led the redesign of Walmart’s review template to optimize user feedback collection. Originally an initiative driven by the Apparel team, I then scaled the solution to all verticals.
Goals:
Collect actionable, item-specific feedback
Create a scalable template adaptable to all verticals
Improve engagement and completion rates
Role
Responsibilities
Collaborators
Timeline
The need for a redesign
Walmart’s 2021 unified site launch included a simplified review form due to tight deadlines, limiting its value for users and business insights.
Business Need
A scalable template for collecting detailed item and user data across verticals.
User Need
A simple, engaging way to share feedback at any level of detail.
problem to solve
The existing review template is generic, missing item-specific questions and detailed data, which limits its value for both users and the business.
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Research
Gathering information
I analyzed over 25 platforms to identify best practices for content, structure, and layout. Focused on actionable questions, intuitive grouping, and user-friendly designs.
1
content
What essential information should users provide to make reviews most helpful?
2
organization
How can the form reduce user burden while ensuring quality data?
3
layout structure
What design approach maximizes user completion and submissions?
Competitive analysis
Feature ratings
Companies included a varied number of feature ratings in their forms.
Target: Includes three ratings and requires size-specific questions.
Amazon: Offers optional fields for detailed inputs, to help prevent users from feeling overwhelmed.
personal details asked
Questions included potentially sensitive information of varying degrees.
Shein: Rewards sensitive inputs like height and weight with points.
Glossier: Marks any sensitive fields as optional for user comfort.
presentation format
The formats included a single-page layout, a phased approach using an accordion, and a step-by-step wizard format.
Airbnb and Tripadvisor: Use wizard flows with progress bars to guide users through steps seamlessly. (Tripadvisor uses a different approach on desktop).
J.Crew: A single-page layout with clean sections to avoid overwhelm.
DSW: Accordion sections group inputs but can feel cluttered when too many options are displayed, especially in a modal.
Target
Amazon
Shein
Glossier
Airbnb
Tripadvisor
j.crew
DSW
Answering the key questions
Using insights from the analysis, I formulated solutions to my three key questions:
1
content
Focus on critical inputs like ratings, titles, descriptions, photos, and item details.
2
organization
Group similar inputs to reduce cognitive load and prioritized capturing key data early.
3
layout structure
Use a step-by-step approach with previews to inform users and reduce uncertainty.
How might we
How might we redesign the review template to collect detailed, item-specific feedback while improving user engagement and increasing completion rates?
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Ideation
Developing concepts
This phase explores layout and structure options to improve the review form's usability and ensure an effective user experience.
To align the solution with user and business goals, I developed the following guiding principles:
Creating a review taxonomy
Based on my research, I prioritized key inputs and organized related questions to develop a taxonomy. Two user flow concepts emerged:
Accordion: A single-page format with collapsible sections for flexibility and visibility into upcoming content.
Wizard: A linear, step-by-step format for guided progression and clarity.
Option 1: Accordion
Section 1
Rate
Section 2
Review
Section 3
Personal details
Option 2: Wizard
Section 1
Overall rating
Section 2
Images
Section 3
Feature ratings
Section 4
Review
Section 5
Personal details
Accordion concept
Wizard concept
group
user testing
Testing my solutions
First round of user testing
The Wizard was perceived as less cluttered and less overwhelming; whereas, the Accordion was perceived as more flexible and faster to complete.
Key design insights for the next iteration:
Include a progress bar
Prioritize input fields users are more likely to complete
Second round of user testing
The results remained close but revealed clear evidence of order bias. Key insights from this testing informed our final hybrid solution:
Add sticky bottom buttons for easier navigation
Prioritize simple response questions
Provide additional context when requesting sensitive information
Accordion
Wizard
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Final Design
The optimized flow
The final design combined flexibility from the Accordion format and clarity from the Wizard format.
BEfore
After
Ensuring transparency and ease of navigation
Users complete as much of the form as they choose, with design elements offering clarity and control.
An effortless first step
The required initial step is presented upfront to reduce friction. Auto-saving their input ensures no data loss if users exit before completion.
Be delightful
Delight users with subtle animations of the stars populating.
why it matters
A positive and engaging start can boost completion rates.
be vertical specific
Ensure adaptability with a clear and intuitive structure.
why it matters
Captures contextual feedback without compromising usability.
Balance depth and simplicity to appeal to all users.
why it matters
Giving users flexibility reduces drop-off and encourages completion.
Enhancing decisions with relevant details
Inputs like size and weight help users make confident decisions, particularly in categories requiring reference points. These also lay the foundation for an Apparel profile.
be vertical specific
Captures tailored inputs, recognizing apparel’s need for personal data.
why it matters
Builds trust and improves decision-making for future purchases.
monitoring
impact
The results
This project successfully transformed Walmart’s review template into a scalable, user-friendly tool that increased engagement and improved data collection.
What I learned from this project
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Aligning differing priorities between teams led to a collaborative design solution that met both needs and delivered meaningful results.
reviews
Detailed, relevant reviews that foster trust, enhance experiences, and support better decision-making for users and businesses.
published_with_changes
Challenging assumptions about user preferences revealed insights that reshaped the design and reinforced the importance of adaptability.
trending_up
Launching an MVP showcased the benefits of simplicity and iteration, with later enhancements proving the value of continuous improvement.
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