Ask Sam: Voice-First AI Assistant

Sam's Club associates were losing 38 minutes per customer inquiry due to outdated DOS-based systems, costing millions in productivity and customer satisfaction. Store managers were spending 2 hours daily on manual scheduling processes.

My Research Approach

I conducted observational studies, time studies, and in-depth interviews with 15 associates and 8 managers across 3 store locations to understand the full scope of operational challenges and calculate baseline metrics for completion of tasks.

Three Key Problems Discovered

1. Tedious Legacy Systems

During their shifts, Sam’s Club employees were often interrupted by customer questions while completing tasks across departments. Since the only way to look up product info was on slow, outdated back-office computers, it took an average of 38 minutes to provide an accurate answer for a customer.

2. Cross-Store Inventory Chaos

When customers asked about stock at nearby stores, associates had no seamless way to check. The only option was manually calling other locations, waiting on hold, hoping someone could confirm availability.

3. Management Scheduling Nightmare

Managers spent 2 hours every morning filling schedules by calling an outdated phone system to learn about call-outs. No dashboard, no alerts, no coverage suggestions—pure fire-drill mode.

My Design Approach

The team outlined challenge found in research and met those with ways to solve the problem to not only help users needs but business needs. We found many issues but these were the ones that the most sense and what I presented in finding tangible ways to solve massive challenges to increase ROI, improve employee's productivity, and increase customer's satisfaction in the store to improve sales.

Three Key Solutions

1. Voice-First AI Assistant

Designed a mobile voice assistant that associates could use while staying with customers. Natural language processing allowed questions like "Do we have any Dyson vacuums in stock?" with instant audio and visual responses. Result: Reduced inquiry time from 38 minutes to 30 seconds.

2. Regional Inventory Integration

With Ask Sam, the associate can quickly see the quantity and details of the product needed in nearby stores. The nearby feature improved customer service and prevented shoppers from purchasing the item at another retailer.

3. Smart Scheduling

With Ask Sam, associates are able to quickly view and contact qualified employees to fill in. This is a huge relief for both associates and managers.

40 Second Product Demo by Sam's Club Manager and Associate

Beyond user research, I had to navigate significant technical and organizational constraints that shaped our design decisions.

From Problem to Solution

Using research insights, I developed a voice-first AI strategy that would transform how associates access information while staying connected to customers.

Early Ideation & Concept Development

I explored multiple interaction patterns, testing voice-first vs. visual-first approaches through rapid prototyping.

Wireframe Evolution

I iterated through multiple wireframe versions, balancing voice interaction with visual feedback requirements. Key decisions included:

• Large, high-contrast text for readability while walking
• Single-tap confirmation to minimize interaction time
• Voice feedback loops for hands-free operation

Visual Design & Prototyping

Working closely with the evolving Sam’s Club design system, I crafted interfaces optimized for quick scanning and voice interaction. Although it’s rare for external partners to influence internal governance, our team was invited to contribute directly to the new design system. Our work on Ask Sam had gained visibility across teams—and because of its impact, we were asked to help contribute to visual styling guidelines alongside Sam’s Club’s internal governance group.

User Testing & Iteration

I conducted usability testing with actual store associates, measuring task completion time and satisfaction.

Voice-First AI Assistant

Ask Sam became the first voice-activated assistant deployed at enterprise scale in retail, transforming how 600+ stores operate daily.

Core Features

• Natural Language Processing: Associates ask questions in plain English
• Real-time Inventory: Instant access to store and regional stock levels
• Visual Confirmation: High-contrast displays with key information
• Hands-free Operation: Voice responses for walking navigation

Quantifiable Business Outcomes

Feedback

Long-term Organizational Impact

Ask Sam became the template for future Walmart internal tools, establishing voice-first design patterns used across 12 subsequent applications. The success led to my team being retained for additional projects worth $14.8M.

What I Learned

• Research Insight: Time studies proved more compelling than survey data when advocating for design solutions with business stakeholders.
• Design Insight: Voice-first doesn't mean voice-only. The most successful interactions combined voice input with visual confirmation.
• Collaboration Insight: Weekly design-dev syncs prevented technical surprises and ensured feasible solutions.