Role:
Lead UX Designer — Homepage Strategy, Editorial Design, & Responsive Systems
Platform:
Responsive website
Overview
As Lead UX Designer on the Walmart.com homepage redesign, I was tasked with solving a critical challenge: customer engagement was declining. Visitors were landing on the homepage and quickly bouncing often skipping the page entirely because it felt overwhelmingly promotional, cluttered with dynamic carousels based on cookies, trending data, and auto-generated recommendations that did not feel tailored or meaningful.
Walmart wanted the homepage to become more than a promotional billboard. It needed to feel aspirational, intentional, and relevant an editorial surface that inspired customers, guided discovery, and elevated the brand experience.
Problem
Research revealed a clear pattern:
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Customers didn’t trust the hyper-dynamic carousels
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“Trending” modules rarely aligned with individual needs
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The page lacked hierarchy and emotional appeal
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Shoppers felt no reason to scroll
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The homepage didn’t feel like a curated brand experience—just a collection of algorithmic promos
This resulted in extremely low engagement: short session times, reduced scroll depth, and only a small percentage of users interacting with homepage content.
The existing design was transaction-first, not experience-first.
Our Approach: From Promotional Chaos to Editorial Clarity
Through usability testing, A/B experiments, and visual exploration, we discovered that customers responded better to clean editorial structures hero modules designed around lifestyle moments, curated stories, seasonal inspiration, and fewer but more meaningful product callouts.
My design direction shifted the homepage from a “promotional grid” to a magazine-style experience with:
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hero storytelling
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clear typography
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purposeful sections
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simplified navigation
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contextual content based on real customer needs
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visual rhythm and breathing room
This structure encouraged users to scroll naturally, explore curated content, and move deeper into the ecosystem with confidence.
Content System Challenge: Live Text + Responsive Layouts
One of the hardest UX challenges was replacing image-based promo graphics with fully responsive, live-text lockups.
This required:
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a scalable system that allowed marketing teams to update copy
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flexible layouts that preserved hierarchy at every breakpoint
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dynamic resizing that maintained the aesthetic integrity of editorial cards
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a typography system that remained beautiful and readable on desktop, tablet, and mobile
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auto-adjustments that supported long or short headlines without breaking the design
I built a responsive lockup system that balanced engineering feasibility with editorial polish, allowing Walmart to publish promotions with real text improving accessibility, SEO, localization, and design consistency.
The New Experience
The new homepage design centered on clarity and intention:
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Fewer carousels, more meaningful content
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Lifestyle-driven hero modules and seasonal stories
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Curated product groups instead of algorithm-only recommendations
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More personalized content built around behavior and context
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Simplified visual language for stronger brand alignment
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Content strategy built to guide not overwhelm the customer journey
The homepage finally felt like a destination, not just a collection of banners.
Impact
the results were clear across testing cycles:
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Engagement improved as customers scrolled deeper into the page
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Editorial modules outperformed promotional carousels in both interaction and exploration
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Customers understood the content better and took more intentional next steps
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Marketing and content teams gained a scalable, flexible system for publishing updates
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The homepage became a more consistent, brand-aligned entry point into Walmart’s ecosystem
Most importantly, customers finally described the experience as “clear, relevant, and enjoyable.”