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Walmart Tech
Growth
Subscription
E-commerce
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I led design of a specialized acquisition pathway for AARP members to access a discounted Walmart+ membership ($78 vs $98), then turned that work into a reusable template system covering 7 partnership types. The result: Walmart+ can now launch new member acquisition partnerships in weeks instead of months, with consistent UX across every partner.
The Walmart+ Mass Acquisition program had real partnership potential — AARP alone represented 38 million adults 50+ who were prime candidates for a grocery and delivery subscription. But the process to launch each new partner flow was slow, inconsistent, and expensive.
Each integration required custom design and engineering, taking 8–12 weeks per launch. There was no shared framework, no reusable components, and no scalable approach to onboarding new partners.
How might we help AARP members seamlessly discover Walmart+ benefits and complete sign-up — while building a system that makes every future partnership faster to launch?
Research surfaced three core needs that shaped every design decision: transparency about benefits, confidence in the discount, and clarity about what happens at renewal.
Analysis of similar partner acquisition flows revealed three consistent failure modes to avoid:
Working closely with product, engineering, and business stakeholders, we analyzed all past and planned partnership types to identify a common framework. The result was 7 standardized templates — each handling a distinct partnership structure — so future integrations would require configuration, not reinvention.
Members don't all arrive in the same state — some are new to Walmart+, some have lapsed, some are already paying monthly. Working with the research team, I mapped five distinct user scenarios to ensure every case was handled gracefully.
Landing page — Desktop
Landing page — Mobile
Two complete flows were designed to handle every member state.
Never / Expired / Cancelled member — full sign-up with membership verification and new payment capture. Covers the highest-volume scenario — first-time and lapsed members entering through the partner offer.
Full flow — Never member / Expired / Cancelled active member
Existing Walmart+ member — streamlined conversion from monthly or annual plan to the discounted partner rate. Minimises friction for members who are already invested in Walmart+.
Full flow — Existing Walmart+ member conversion
Membership agreement
Add payment method
Add credit card
Confirmation
Three primary error states were designed to handle verification failures, ineligible member states, and payment issues.
Verification failure
Ineligible member state
Payment failure
A proactive email system manages the annual renewal loop — the highest-risk moment in the relationship. Emails notify members ahead of renewal, prompt re-verification, and clearly explain what happens if eligibility ends — turning potential churn into a retention touchpoint.
Renewal email template system
The AARP integration succeeded on its own terms — but the bigger win was the infrastructure it created for Walmart+'s entire partnership program.
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