Walmart Stationery Ecommerce UX

When Harland Clarke migrated the private-label Walmart Stationery site to Oracle ATG, I joined as Sr. UX Designer two months before launch. I focused on protecting the core customization funnel while creating engagement paths for existing Walmart customers, value-conscious shoppers, and event-driven stationery buyers.

For product personalization, contextual editing controls became active as users moved over editable regions. The configurator used a wood image to make the product feel less digital and help shoppers evaluate colors.

Explorations also covered digital proof and approval states, image libraries across devices, and coordinated suite products that could be edited and added from the same flow.

The new platform made room for product sharing and return visits without forcing account creation too early. I designed a Save & Share flow that appeared after stationery customization, when shoppers had already invested in a design.

We used progressive registration so anonymous shoppers could customize before creating an account. Saving or sharing became the moment where sign-in had clear value. Email verification happened before a shared design was sent, reducing spam risk while preserving the sharing moment.

Save customized stationery designs

Name and return to saved designs

Share with multiple email recipients

Verify email before sending

Shared designs created a lightweight feedback loop. Friends could comment, recommend additional products, and give shoppers a reason to return to the product suite. The email flows linked the off-site sharing moment back to comment pages, saved designs, and related product recommendations.

Conversion was 30% higher among users who engaged with Save & Share.

Average order value increased from $20 to $24, a 20% lift.

Supported the Oracle ATG migration near launch while adding social sharing and commenting flows.