Sam's Club Site Redesign

A chicken coop becomes a design muse. 

Sam's gave me a rare opportunity to start with a blank slate. I drove the first-ever brand strategy project, established the process for brand alignment, and built the team to bring it to life.

The site redesign was given the code name, "Chalet", after the "Chicken Chalet", the VP of Product's favorite Sam's Club item.  

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As the journey from research to redesign began, two truths stood out:  

1.) Sam's sole revenue driver, membership sales, is given only .005% of the real estate on the site.

2.) Each Sam's Club only serves people within a 30-mile radius. The future Sam's Club member has to be the online shopper. 

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Special thanks to:

Innovation Protocol

Eddie Garcia, VP Member Experience

Teri Durkin, UX Director

Nurun SF

Naba Banerjee, Product Manager

Gaurav Singh, Product Manager

Annette Hartmann, Art Director

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