Overview
Walmart+ offers members valuable benefits including free delivery from stores, fuel discounts, mobile scan & go, early access to deals, and free shipping with no order minimum.
This project focused on empowering members to manage their subscription on their own terms. We introduced flexible features like the ability to pause membership, change the billing date, and an enhanced cancellation flow. The updated cancellation experience surfaces personalized savings and usage insights, helping customers see the value of their membership and make more informed decisions—ultimately improving satisfaction and reducing avoidable churn.
Role
Product Designer
The Team
UX Design, Walmart+ Membership, Business, Product Management, Engineering, Legal
Tools
Figma
The Problem
Walmart+ members lacked the flexibility and control needed to manage their subscriptions in a way that aligns with their financial circumstances. Customers were unable to pause their membership or adjust their billing date, and the cancellation flow offered little transparency into the value they had received.
Walmart+ members lacked flexible options to manage their subscriptions in ways that aligned with their financial situations. Without the ability to pause, delay payment, or clearly see the value of their membership, many customers resorted to canceling altogether—even when they intended to return.
This lack of control led to friction, increased support needs, and avoidable churn driven by short-term affordability concerns. Our challenge was to reduce these barriers by giving members greater visibility and flexibility, allowing them to self-manage their subscription without losing access or benefits, and ultimately improving both retention and customer satisfaction.
Legacy membership subscription controls
Discovery
In the discovery phase, we aimed to uncover both member needs and technical requirements to support more flexible membership management
Customer & Behavioral Insights
Through customer surveys, interviews, and analysis of cancellation reason codes, we identified that short-term financial constraints—specifically the ability to pay for the next bill—were a notable driver of churn (7.9%). Additionally, we learned that 77% of reactivations occur within the first 30 days, suggesting many members cancel out of necessity, not dissatisfaction.
Problem Statement
How might we empower Walmart+ members to manage their subscriptions more flexibly and transparently—so they can make informed decisions, reduce unnecessary cancellations, and better understand the value of their membership?
Cross-Functional Collaboration
Introducing features like pausing and billing date changes required tight coordination across engineering, product, and operations teams. Walmart+ historically supported only a few core member states—active, trial, and churned—so we partnered with engineering to define a new “paused” state that could suspend billing while maintaining membership continuity from the E2E experience. Engineering also implemented new logic to support dynamic billing dates, allowing customer's to see potential pro-rated charges based on date changes.
Design Systems Collaboration for Scalable UI
In parallel, we collaborated with the Design Systems team to create a reusable, dynamic calendar component that would enable users to select and update their billing date within a clean, consistent UI. The calendar also gave customers a clear visual way to see both their current and newly selected billing date, helping them make more informed decisions. It was designed to support both monthly and annual Walmart+ members, with logic to handle eligibility and constraints based on membership type. This component was built to scale across use cases while meeting accessibility standards and ensuring platform consistency.
Enhancing the Cancellation Experience
While we introduced flexible features like pause membership and change billing date, enhancing the cancellation flow was also a critical part of the experience. We shifted from displaying generic benefit messaging to showcasing personalized savings and usage data, which helped members better understand the value they received. This personalized messaging alone led to a 0.6% lift in Trial-to-Paid (T2P) conversion (60 bps) and contributed to a 2% reduction in cancellations. As part of this work, we also tested multiple retention strategies within the flow—such as offering “pause membership” or “remind me later” options—to better support member decision-making.
Additionally, we made necessary updates to ensure FTC compliance, simplifying the cancellation process to a clear, 2-step flow. To meet legal requirements while still offering opportunities to retain members, we present save offers only if customers opt in—ensuring the experience remains both compliant and user-centric.
