abc carpet & home’s wishlist
Wishlist feature was developed as part of ABC Carpet & Home’s responsive web platform, a retail site aiming to personalize the e-commerce experience. A main reason for implementing wishlist was to help our customers save and compare items easily. We developed a strategy through qualitative research, competitor analysis, and stakeholder workshops. This project is part of a larger initiative to increase user engagement and improve conversion rates.
Role: Lead Product Designer
Scope of Work
Competitor Analysis
Stakeholder workshop
Wireframes
Low & high fidelity prototyping
Collaboration w/ dev team
How can we optimize wishlist for our customers and increase conversion?
Usability and clarity were the utmost importance when designing wishlist feature. The right symbol to communicate wishlist, placement, and studying it on product page, product listing page and navigation. An analysis across the industry showcased a heart as the most common application. This analysis also revealed common UX patterns and instances when labels needed to accompany the design. Using FullStory and insights from our personas, I developed common patterns that would work for our set audience. From here presenting patterns to stakeholders created a healthy debate on how much real estate we wanted to give this new feature. Below were common patterns discovered during industry standard analysis.
“We frequently observed shoppers using the cart as a holding area to compare items and save products while they continued to shop or for later sessions.”
The Making of abc carpet & home’s Wishlist
Taking competitor analysis and stakeholder workshop ideas, we opted into adding add to bag CTA in hopes of increasing our conversion rate. This tactic is a less common use state from wishlist, but proved to be valuable for our business. I then organized these insights into several UX strategies. During this process, the following flow was created to think through the various states of this new feature.
Applying Research
Given this analysis, and flow mapping, I developed the following UX strategy for product listing page, product page and wishlist page. After iterating different strategies and presenting variations with stakeholders, we talked through the pros and cons of each, which worked better for the brand and decided on setting up an a/b test if time allowed. The following are approved iterations for the different states of the wishlist. In addition to the actual wishlist functionality a strategy was created for items suggested located at the bottom of wishlist page to improve the customer experience even if this page happened to be empty.
Reflection
As the Lead Product Designer for abc carpet and home, my day to day consists of developing new product features for the site while coordinating with product managers and 2 remote development teams to make these designs a reality. A big lesson learned was in creating variations to test, the timeline for launch ended up compromising this A/B test due to the quick deadline. To improve this speed bump, we plan to coordinate earlier with developers to understand what is possible for launch adding focus to the design exercise.
Through this process, I successfully advocated to open up the wishlist functionality without creating an account for phase 2. This will allow our customers to try out wishlist, understand its value, and gives them the option to save their list which would prompt account creation. Beyond wishlist feature, there are many more exciting improvements on deck including usability fixes, product page redesign and much more! Browse abc’s current web platform to see the latest functionalities.