Matt Slaughter
Matt Slaughter

Sam's Club

Mobile UX

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.



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.



  • UX Research Lead

  • UX Design

  • Information Architecture

  • Content Strategy

  • UI Support

Cross Functional Team

  • Client/Stakeholder Facing

  • Lead UI Designers

  • Engineering

  • Marketing/Social


Rockfish Digital - 2011-2013


John Schnettgoeke, Calvin Ly, Sung Kim




Black Friday sales post launch


Path to Purchase Steps removed


YoY Mobile Revenue


Mobile Membership Renewals


4+ Star App Ratings




The Question

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



  • 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.


  • 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


UX // Wireframes