Design is all about helping shoppers live better lives, says Dan Makoski, vice president of design at Walmart, on the latest episode of TheCurrent Innovators podcast.
Speaking to Liz Bacelar, founder of TheCurrent, during a live recording hosted by MouthMedia Network at Spring Place in New York, he explains how the enormous e-commerce redesign he has spearheaded for the world’s largest company, all came down to this focus on elevating the shopping experience for the changing customer of today.
“Design is best when it serves people. And all people need great design and that’s why I am excited to experiment with Walmart, which is this everyday brand, and see how design can make a difference,” he explains.
This intention to emotionally connect with the consumer through design came from the top, Makoski notes. The permission he was given to think about people’s hearts from the CEO, was a big leap for a commercial business of this size, he adds. But it’s that style of leadership, coupled with the smart investments the organization has been making in other e-commerce businesses, that is keeping it competitive with, and still more than three times the size of Amazon, in overall revenue.
That’s not to say the company doesn’t still have a lot to do, however. Its online sales alone are less than a tenth of what Amazon makes ($118.57 billion vs. $11.5 billion respectively in 2017), making this redesign part of a big strategy to drive growth.
When Walmart bought Jet.com a couple of years ago, Makoski explains, there was a sense of courage and of charting new territory in the e-commerce space. The aim has to been to channel that focus on innovation through the design of the new website to create something for both the shopper and the business, to ultimately add value to each.
“The conversation at Walmart has not been, let’s change ourselves. The conversation has been, we are the world’s largest company, we are the Fortune number one, our retail footprint is 1.5x the size of Manhattan. And, our customer base is not monolithic; it’s not just one type of shopper, so let’s bring in Jet.com, ModCloth, Bonobos, and let’s create a redesign of Walmart that now allows us to [have] a wider conversation,” he comments.
During the episode, Makoski also dives into the power of thinking about human language, how the retail giant is continuing to compete with Amazon, and just how his work assists large corporations to think about innovation in new ways.