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Sam's Club UX Retailer Evaluation

Our UX team was tasked to evaluate the SamsClub.com website to identify opportunities for improvements when shopping for lawn and garden products.

My Role

I was the lead UX researcher on this project, responsible for...

  • creating a test plan based on research objectives. 

  • creating the screening questions.

  • launching and monitoring results as they collected.

  • analyzing the individual video results and test metrics. 

  • consolidating data and creating a report to share with stakeholders. 

  • creating recommendations to improve the on-site experience based on usability findings. 

  • present findings and recommendations to internal or external stakeholders. 

The Research

Research Overview

Utilizing UserTesting, I conducted an unmoderated usability evaluation with 12 real Sam's Club members. These participants reviewed the website and walked us through their experience while completing specific lawn and garden shopping-related tasks.​

Research Insights

From running this usability evaluation, I discovered three large site issues centered around two themes: findabilty of items utilizing the website's menu and issue to add a pick-up date and time in the checkout process.

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Navigation Usability Finding 1

When participants were trying to find the lawn and garden category, they struggled to find it within the website's navigation.

  • Most participants did not expect to find the lawn and garden sub-category living within the 'Outdoor & Patio' category.

  • Most participants were frustrated by the 'amount of clicks' it looks to find the one product they needed within the lawn and garden sub-category. 

  • We created a highlight reel, demonstrating the frustration participants felt when finding the lawn and garden category.

Navigation Usability Finding 2

When participants were trying to find a grass seed product, they struggled to find it within the lawn and garden sub-category.

  • Most participants felt immense frustration as they scrolled up and down category pages trying to find a grass seed product. Most gave up in their search.

  • We created a highlight reel, demonstrating the frustration participants felt when trying to find a grass seed product.

Pick Up Date/Time Selection Usability Finding

When participants were going through the checkout process, most completely missed the pick up date and time selection for their buy online pick up in store items.

  • Most participants completely missed this section of checkout and just assumed that the store would sent them an email or text when their order was ready or that they could pick up their items the next time they visited the store.

  • This finding is specific to those shopping on a desktop device.

  • We created a highlight reel, demonstrating participants completely missing the pick up date/time selection.

Recommendations & Outcomes

Based on the usability findings, I recommended to the following UX optimizations to enhance the shopping experience Sam'sClub.com:

  • Conduct additional testing to understand the best placement for the lawn and garden category to live. 

  • Consider increasing the prominence and affordance if the pick up date and time selector for desktop users on buy online pick up in-store orders. 

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The Sam's Club team was ecstatic to hear feedback from real Sam's Club members and grateful for the insights and recommendations. 

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