Growth
B2B
Launching and growing Walmart Business, an omni-channel B2B platform inside the world’s largest retailer
Company
Walmart
Timeline
Apr 2022 – Aug 2025
Role
Lead UX Designer
Overview
I led design for the initial Walmart Business site and launched in 5 months. Over 3 years, I led research and design for strategic initiatives that contributed to 400K+ organization sign ups and+270% revenue growth YoY.
Problem 🤕
While businesses shop at Walmart every day, the shopping experience was never designed for them. As a result, many limit their spend with Walmart or turn to competitors.
Challenge 🎯
Pursue the $4T B2B market of annual spend by businesses, nonprofits, and government entities.
01
Build a team
Dedicated to serving organizational customers.
02
Create a new offering
Save businesses, non profits and goverment entities time, money and hassle so they can focus on their missions.
03
Fuel the enterpise flywheel
Strengthen the Walmart ecosystem with new customers and opportunities.
Design Principles 🔎
01
Smart & Data Driven
We build deep understanding of our customers through research and data, empowering confident decisions.
02
Purposeful & Valuable
Every experience we design delivers clear value and serves specific user needs.
03
Intuitive & Scalable
We create experiences that are intuitive to use and build upon principles that scale.
04
Familiar & Recognizable
Our solutions embody Walmart qualities customers know and love — we’re trustworthy, convenient, and easy to use.
Solution ✅
I partnered with product, engineering, and business to deliver some of the most important experiences for Walmart Business.
Growth
Conversion
Account Registration
Registering an organization can be complex. I designed the Walmart Business registration flow to handle the unique needs of organizations with ease. In early testing, 100% of users completed the flow without friction.
400K+
Organization sign ups
Architecture
Systems thinking
Users & Groups
One of the key differences between Walmart and Walmart Business is the structure of an organization with multiple users. I designed the entire experience around users, groups, and permissions. This work is foundational to almost aspects of Walmart Business.
100K+
Groups created
Growth
Permissions
Walmart Business+
Walmart Business+ is a paid membership plan. I designed the initial launch of Business+ taking into account different user roles and permissions. This work laid the foundation for paid membership, which accounts for 30% of revenue.
30%
Revenue from Business+ organizations
Policies
Order approvals
Spend Limit & Approvals
Helping organizations stay in control is one of the value pillars of Walmart Business. I designed a spend limit and order approval process used by 80% of organizations. This work laid the foundation for more sophisticated spend controls.
320K+
Organizations use approvals
Integrations
E-Procurement
Many organizations use e-procurement systems primarily or even exclusively for purchasing. I designed the Alpha launch for an experience to connect Walmart Business with e-procurement systems through TradeCentric.
$100K+
Revenue from 5 alpha customers
Growth
Partnerships
OMNIA Partners
OMNIA Partners is a group purchasing organization that connects over 200,000 public sector and non-profit organizations with pre-negotiated contracts from suppliers. I designed the journey for an OMNIA member to enroll in a contract and join Walmart Business.
$20M+
Revenue from 30,000+ OMNIA members
Policies
Taxonomy
Category Restrictions
Enforcing purchasing policies is non-negotiable for many organizations. I designed an experience for admins to restrict categories for purchasing. This work opened the door for new organizations to join Walmart Business.
$80M+
Estimated annual GMV impact
Impact 📉
Since I joined Walmart Business in 2022, I helped launch a new offering and consistently improved it to increase user and revenue growth. Below are a few key metrics from 2022 to 2025.
400K+
Organization sign ups
+270%
Revenue growth YoY
250K+
New customers to Walmart
2.3X
Weekly spend from existing customers
Walmart Business UX team, 2024.
Want more info? ✉️
For an in-depth case study, please contact me.
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Back
Growth
B2B
Launching and growing Walmart Business, an omni-channel B2B platform inside the world’s largest retailer
Company
Walmart
Timeline
Apr 2022 – Aug 2025
Role
Lead UX Designer
Overview
I led design for the initial Walmart Business site and launched in 5 months. Over 3 years, I led research and design for strategic initiatives that contributed to 400K+ organization sign ups and+270% revenue growth YoY.
Problem 🤕
While businesses shop at Walmart every day, the shopping experience was never designed for them. As a result, many limit their spend with Walmart or turn to competitors.
Challenge 🎯
Pursue the $4T B2B market of annual spend by businesses, nonprofits, and government entities.
01
Build a team
Dedicated to serving organizational customers.
02
Create a new offering
Save businesses, non profits and goverment entities time, money and hassle so they can focus on their missions.
03
Fuel the enterpise flywheel
Strengthen the Walmart ecosystem with new customers and opportunities.
Design Principles 🔎
01
Smart & Data Driven
We build deep understanding of our customers through research and data, empowering confident decisions.
02
Purposeful & Valuable
Every experience we design delivers clear value and serves specific user needs.
03
Intuitive & Scalable
We create experiences that are intuitive to use and build upon principles that scale.
04
Familiar & Recognizable
Our solutions embody Walmart qualities customers know and love — we’re trustworthy, convenient, and easy to use.
Solution ✅
I partnered with product, engineering, and business to deliver some of the most important experiences for Walmart Business.
Growth
Conversion
Account Registration
Registering an organization can be complex. I designed the Walmart Business registration flow to handle the unique needs of organizations with ease. In early testing, 100% of users completed the flow without friction.
400K+
Organization sign ups
Architecture
Systems thinking
Users & Groups
One of the key differences between Walmart and Walmart Business is the structure of an organization with multiple users. I designed the entire experience around users, groups, and permissions. This work is foundational to almost aspects of Walmart Business.
100K+
Groups created
Growth
Permissions
Walmart Business+
Walmart Business+ is a paid membership plan. I designed the initial launch of Business+ taking into account different user roles and permissions. This work laid the foundation for paid membership, which accounts for 30% of revenue.
30%
Revenue from Business+ organizations
Policies
Order approvals
Spend Limit & Approvals
Helping organizations stay in control is one of the value pillars of Walmart Business. I designed a spend limit and order approval process used by 80% of organizations. This work laid the foundation for more sophisticated spend controls.
320K+
Organizations use approvals
Integrations
E-Procurement
Many organizations use e-procurement systems primarily or even exclusively for purchasing. I designed the Alpha launch for an experience to connect Walmart Business with e-procurement systems through TradeCentric.
$100K+
Revenue from 5 alpha customers
Growth
Partnerships
OMNIA Partners
OMNIA Partners is a group purchasing organization that connects over 200,000 public sector and non-profit organizations with pre-negotiated contracts from suppliers. I designed the journey for an OMNIA member to enroll in a contract and join Walmart Business.
$20M+
Revenue from 30,000+ OMNIA members
Policies
Taxonomy
Category Restrictions
Enforcing purchasing policies is non-negotiable for many organizations. I designed an experience for admins to restrict categories for purchasing. This work opened the door for new organizations to join Walmart Business.
$80M+
Estimated annual GMV impact
Impact 📉
Since I joined Walmart Business in 2022, I helped launch a new offering and consistently improved it to increase user and revenue growth. Below are a few key metrics from 2022 to 2025.
400K+
Organization sign ups
+270%
Revenue growth YoY
250K+
New customers to Walmart
2.3X
Weekly spend from existing customers
Walmart Business UX team, 2024.
Want more info? ✉️
For an in-depth case study, please contact me.
Back
Growth
B2B
Launching and growing Walmart Business, an omni-channel B2B platform inside the world’s largest retailer
Company
Walmart
Timeline
Apr 2022 – Aug 2025
Role
Lead UX Designer
Overview
I led design for the initial Walmart Business site and launched in 5 months. Over 3 years, I led research and design for strategic initiatives that contributed to 400K+ organization sign ups and+270% revenue growth YoY.
Problem 🤕
While businesses shop at Walmart every day, the shopping experience was never designed for them. As a result, many limit their spend with Walmart or turn to competitors.
Challenge 🎯
Pursue the $4T B2B market of annual spend by businesses, nonprofits, and government entities.
01
Build a team
Dedicated to serving organizational customers.
02
Create a new offering
Save businesses, non profits and government entities time, money and hassle so they can focus on their missions.
03
Fuel the enterprise flywheel
Strengthen the Walmart ecosystem with new customers and opportunities.
Design Principles 🔎
01
Smart & Data Driven
We build deep understanding of our customers through research and data, empowering confident decisions.
02
Purposeful & Valuable
Every experience we design delivers clear value and serves specific user needs.
03
Intuitive & Scalable
We create experiences that are intuitive to use and build upon principles that scale.
04
Familiar & Recognizable
Our solutions embody Walmart qualities customers know and love — we’re trustworthy, convenient, and easy to use.
Solution ✅
I partnered with product, engineering, and business to deliver some of the most important experiences for Walmart Business.
Growth
Conversion
Account Registration
Registering an organization can be complex. I designed the Walmart Business registration flow to handle the unique needs of organizations with ease. In early testing, 100% of users completed the flow without friction.
400K+
Organization sign ups
Architecture
Systems thinking
Users & Groups
One of the key differences between Walmart and Walmart Business is the structure of an organization with multiple users. I designed the entire experience around users, groups, and permissions. This work is foundational to almost aspects of Walmart Business.
100K+
Groups created
Growth
Permissions
Walmart Business+
Walmart Business+ is a paid membership plan. I designed the initial launch of Business+ taking into account different user roles and permissions. This work laid the foundation for paid membership, which accounts for 30% of revenue.
30%
Revenue from Business+ organizations
Policies
Order approvals
Spend Limit & Approvals
Helping organizations stay in control is one of the value pillars of Walmart Business. I designed a spend limit and order approval process used by 80% of organizations. This work laid the foundation for more sophisticated spend controls.
320K+
Organizations use approvals
Integrations
E-Procurement
Many organizations use e-procurement systems primarily or even exclusively for purchasing. I designed the Alpha launch for an experience to connect Walmart Business with e-procurement systems through TradeCentric.
$100K+
Revenue from 5 alpha customers
Growth
Partnerships
OMNIA Partners
OMNIA Partners is a group purchasing organization that connects over 200,000 public sector and non-profit organizations with pre-negotiated contracts from suppliers. I designed the journey for an OMNIA member to enroll in a contract and join Walmart Business.
$20M+
Revenue from 30,000+ OMNIA members
Policies
Taxonomy
Category Restrictions
Enforcing purchasing policies is non-negotiable for many organizations. I designed an experience for admins to restrict categories for purchasing. This work opened the door for new organizations to join Walmart Business.
$80M+
Estimated annual GMV impact
Impact 📉
Since I joined Walmart Business in 2022, I helped launch a new offering and consistently improved it to increase user and revenue growth. Below are a few key metrics from 2022 to 2025.
400K+
Organization sign ups
+270%
Revenue growth YoY
250K+
New customers to Walmart
2.3X
Weekly spend from existing customers
Walmart Business UX team, 2024.
Want more info? ✉️
For an in-depth case study, please contact me.