Wishlist case study
THE BACKGROUND STORY
Stop making our customers work!
Before the wishlist feature, customers had to work hard to see all the products together and compare them before buying. There was no place to save their product and revisit them later.
As seen through user testing, customers who were interested in browsing and saving items for later, typically added tabs of items or added them to cart just to see all the products together and then ending up deleting the products later which they did not want to buy at that point of time.
Why make comparing and having a place to save products so difficult?
It was time to optimize this functionality and bring it up to speed with what customers needed and expected and what many other e-commerce platforms already offered.
From a business perspective, why was this topic prioritized? From looking at the analytical data, we saw that we had very few repeat buyers. There was a leaky bucket. Wishlist would help the business and marketing team to understand the user's intentions and interests in different products and would help them to nudge the users with their saved products.
Brand: Hopscotch
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Role:
Led User Research activities
Lead IA Across - Homepage, Product listing, Product description, Cart, Accounts page.
Designed the App, Web, and mobile user interface and interactions.
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Activities:
1. What symbol is more Identifiable for wishlist Functionality? compared some websites which are popular in e-commerce
2. Competitor analysis - for more than 10 websites
3. Diagraming user flow
4. Creation of mobile and web designs
5. Impact analysis after launch
THE CHALLENGE
Create a wishlist functionality for our customers
Our challenge was to allow the user to save items they liked or create personalized collections of products they want to buy later and visit them back anytime they want without any effort.
Research Questions
1. How and why customers use a wishlist?
2. How do customers like to access and add items to their wishlist?
3. What features are essential to include in wishlist functionality?
THE GOAL
Allow users to save the product for later which should be easy quick and intuitive
THE DISCOVERY
The heart and bookmark icon is the most commonly used symbol for wishlists across 15 eCommerce websites reviewed.
I wanted to determine what symbol is most Identifiable for wishlist functionality. To determine this, I did an analysis across the industry of eCommerce websites that had wishlist functionality. The purpose was to evaluate what customers are accustomed to seeing and what would be the most distinguishing symbol. Our initial question that kicked off this competitor analysis was the internal debate around whether we should use a heart or bookmark to symbolize a wishlist. Since the heart was already used in our app for our moments' feature, we decided to go ahead with the bookmark icon.
Some examples of apps we looked at
Competitor analysis of Myntra, Amazon, and ASOS
A competitor analysis user test was conducted to determine how and why people use wishlist, what features are must-haves, and what features are nice-to-haves. These three websites were carefully chosen for their diverse set of features and popularity
MYNTRA
• Must sign-in
• Product listing page
• Product description page
• Sorting and filter options
• Asks size on wishlist page
• Save size if selected
AMAZON
• Must sign-in
• Product Description Page
• Multiple wishlists
• Can name wishlists
• Can find a friend's wishlist
• Sorting and filter options
• Save a note on wishlist
• List or large image view
• Selects a size by default
ASOS
• Must sign-in
• Product Description Page
• Multiple wishlists
• Can name wishlists
• Can find a friend's wishlist
• Sorting and filter options
• Save a note on wishlist
• List or large image view
• Selects a size by default
USER TESTING
Demographics
• Number of users: 14
• Gender: both
• Age: 25-45
• Income: all
• Country: India
• Platform: mobile & desktop split
• User testing allowed us to talk to 10 participants
• To observe behaviors and interactions with different wishlists in apps
• To focus on understanding which features stood out to the participants
• Overall, gaining insights on the main reasons to use wishlist
TEST DETAILS
Users were asked to go through the process of finding 2 tops/pants/shoes to add and remove from a wishlist on 3 competitor sites: Amazon, ASOS, Myntra
TO DETERMINE:
• How and why people use wishlist
• What features are must-haves
• What features are nice-to-haves
MAIN FINDINGS:
Two main reasons wishlist is used:
• Save items for later so that users will not forget what items they have looked at in the past
• Keep track of items that they would like to purchase, but cannot afford at the time
Significant features that participants enjoyed on the wishlist included:
• No sign-in, save items for later on PLP & PDP (Must-have)
• Editing product details after added to wishlist (Must-have)
• Notification that items were added to the wishlist (Must-have)
• The option to organize products within the wishlist (Nice-to-have)
NEXT: With all the must-haves in mind I diagramed our desired experience in a customer decision flow which was presented and discussed across the team.
REFINEMENT
Ideal User Flow
PDP Page
Cart Page
Wishlist Page
Paper Sketches
FINAL WORK
Focusing on the
Minimum Lovable Product
MVP
When rolling out wishlist, we focused on the MVP first. Which included — Wishlist visibility on PLP PDP, allowing them to change details from wishlist. Notifying when added to wishlist are removed.
We also decided to launch it first for only Android as it has 70% of our customer base.
FEW FINAL SCREENS
Feature Card
This card appears only once when the user opens the app to let them know about the new Wishlist Feature.
Wishlist page
Empty state
This state is shown to the user when there are no products in their wishlist
Home Page
We placed the Wishlist icon on the top left of the homepage for better discoverability
Product Listing Page
Products added on the wishlist page
Cart page
The user has an option to wishlist any product from cart directly
Product Details Page
WORKING FLOW OF WISHLIST
IMPACT OF THE PROJECT
The wishlist feature that I designed was able to increase overall digital sales by 10.3%