Walmart Content Center

I had the opportunity to design and compose assets for Walmart’s online content center known as 'Tips & Ideas'. Working with writers from the content team as well as design leadership, I conceptualized, designed and executed assets that made up the ‘Tips & Ideas’ page on walmart.com. The page would lead viewers to articles, recipes and inspirational content with the aim of positioning Walmart as their go-to source for making their lives better. Relevant products from dot com would be featured alongside articles for ease of access.

The creative was composed to convey a sense of dynamism and excitement, both as individual pieces and as part of a composition of similar tiles that were grouped by a common theme.

Each section on the page was meticulously crafted to tell a cohesive story. Design worked hand-in-glove with copy, each influencing the other until a balance was achieved for each module that made up every section. This format of composing image with story was a great success and eventually went on to influence other parts of the vast walmart.com website.

UX/UI

I was tasked with creating the Walmart Content Center experience holistically, which included both the entry point page (showcased in its various iterations above) as well as the inner article pages that it led to. The UX had to accommodate a wide variety of content types in many configurations at various breakpoints. Each image or video in a given module had to have the same aspect ratio regardless of whether it featured in the ‘hero’ position, a 3-up, a 2-up large, 2-up small, a video module or a 6-up configuration across desktop, tablet or mobile.

The CMS tool on the back end allowed any story (and any accompanying pre-cropped images) to work for any module across the experience and so the UX had to maintain that flexibility. It may mean some extra work on the design-side to set up the images and video for any given story, but it also allowed the content editor to cascade down stories from the ‘hero’ position allowing new stories to take its place. The also allowed the automatic flow of content down the page as time went on, ensuring that the reader would always something to engage with, no matter when they discovered the ‘Walmart Content Center’.

The resulting responsive experience was very successful drawing millions of visits each month and also resulting in a revenue boost for featured products.