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Walmart Swipe Up

Grocery & Retail Environment Design

Transforming the world's largest retailer

When Walmart approached FITCH, the brand was enjoying tremendous success with its e-commerce business and its Pick Up and Delivery services. Around the same time, the Walmart app was receiving rave reviews - but only from a select few who took the time to download it. Walmart’s innovation and operational excellence had failed to make its way in-store; at least in ways that customers could appreciate and find useful or valuable.


Welcome to Swipe Up, where we’ve defined what it means to “Live Better” and transformed shopper behavior by activating the tool in every single customer’s pocket – their mobile phone. This is a mobile-first in-store platform which has set a new bar for customer experience. 

Our breakthrough strategic idea was born from a recognition that we live in a mobile-first world. Heads are down, but expectations are up. The power to unlock great experiences is found in the palm of our hands.

We began by viewing Walmart’s massive warehouse not as a physical space, but rather as the world’s largest user interface. We simply needed to focus our efforts on creating navigation that was bold, purposeful, intuitive, and put the customer in control.


Big Displays & Brand Shops

“I say we want our store to play a role on a productivity journey, so customers and members save time finding the products they need, so they can spend time on experiences they want,” said Alvis Washington, VP of Marketing.

Up until now, Walmart’s strategy has been to overwhelm the consumer with as much product as possible, squeezed into tight aisles to maximize selection. Instead, we aimed to inspire and enable discovery through the productivity journey by setting up large displays with specialized lighting and brand
shops to entice you off the clear-cut path.

This next-gen design is still being prototyped and workshopped at a test store in Springdale, Arkansas where the company incubates its latest ideas with real customers. 


Walmart Health Center

Walmart is committed to making healthcare more affordable and accessible for customers in the communities we serve. To expand on this commitment, we launched Walmart Health to provide affordable, transparent pricing for key health center services for local customers, regardless of insurance status.

I worked side-by-side with the Walmart Health Center creative team to create a visual overview deck for awards shows that highlighted the visual identity, layout, & environment.


The impact

We were excited to be able to test our concept in a high-performing Walmart store located near the brand’s headquarters, which launched to an incredible media reception. The Swipe Up concept will roll out to 200 stores by the end of the year, and to approx. 1,000 next year. Read more at


Environment Design (Grocery & Retail)
Brand Graphics & Communications
Wayfinding & Navigation
Customer Journey (UX)
Strategy Decks (Internal & External)

Deck Creation & Templatization

Designed for Walmart with

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