To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Sam's Club or Rockfish Digital.

Overview

To create a more dynamic digital experience, Sam’s Club worked to build the company’s mobile channels, engaging club members beyond the in-store and desktop shopping experiences.

Following the November 2011 launch of iPad, iPhone, and Android apps, the Sam’s Club Mobile 3.0 update built upon features that met with consumer approval. This virtual club provides consumers the opportunity to shop online and access exclusive deals and members-only content.

Role

UX Research Lead
UX Design
Information Architecture
Content Strategy
UI Support

Cross Functional Team

Client/Stakeholder Facing
Lead UI Designers
Engineering
Marketing/Social

Agency

Rockfish Digital - 2011-2013

Team

John Schnettgoeke, Calvin Ly, Sung Kim

Results

+589%

Black Friday sales post launch

-50

Path to Purchase Steps removed

+200%

YoY Mobile Revenue

+50%

Mobile Membership Renewals

200

4+ Star App Ratings

The Question

How do we bring a personalized, virtual club to the hands of our members?

Problems

The previous 2.0 experience relied heavily on search.
The path to purchase had significant drop off. Further, the registration and on-boarding flow was onerous and daunting.
The application was unaware of basic preferences and habits.
Users didn’t always have their physical membership cards.
Users desired to know the available quantity in specific stores.
Users spent significant amount of time in-store buying the same items in a regular cadence.

Solutions

Personalized product recommendations and recently viewed items
Streamlined membership registration and fewer steps to purchase
Location-aware capabilities that allowed for a hassle-free in-club shopping experience
Access to mobile membership card
Ability to check stock availability
Schedule pick-up on recurring basis