Introduction
Wish is a e-commerce app aimed at making shopping fun. I worked on this case study as part of the Wish interview process. I was asked to improve the app in some way. I spent 4 days on this and had a blast trying to find a solution, iterating and testing.
Problem Statement
How can we improve the Wish mobile app to have an impact on user acquisition, retention, engagement, sales or other attributes?
[More] About The Project ―
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The fashion industry is the second largest polluter in the world. A large contributor that many people buy into is fast fashion. We found that college students often participate in fast fashion due to practicality and lack of knowledge on the negative impacts.
To raise awareness and encourage sustainable habits, we created a chrome extension that rates clothing brands based on their sustainable and ethical practices. We also provide alternatives and more in-depth information on our ratings.
To raise awareness and encourage sustainable habits, we created a chrome extension that rates clothing brands based on their sustainable and ethical practices. We also provide alternatives and more in-depth information on our ratings.
Phase 1: Understand
Understanding Wish
Before beginning the redesign, I started researching Wish at a high level to better understand Wish’s business model and practices.
Wish sets itself apart from other e-commerce platforms by focusing on the discovery experience and treating its app more like a shopping mall that displays products the customer might want in a window instead of requiring people to type in a search query like on other platforms. In addition to this, Wish aims to make online shopping more accessible and affordable by partnering with smaller businesses and vendors from around the world.
Problem Discovery— User Reviews
In order to gain a better understanding of the pain points users have with the Wish Mobile App, I looked through reviews on the Play Store and App Store.
Due to the marketplace reliance on independent vendors from around the world, many products take several weeks to arrive to users which leads to customer complaints revolving around slow shipping and uncertainty about order arrivals which all contribute to lower user trust which could potentially cause lower retention and acquisition.
Problem Discovery— Observation
After the initial research about Wish, I decided to do some exploration on the Wish app, I stumbled upon features such as Express Shipping and Free Same-Day Pickup and decided to look further into these features. I found that they are parts of programs Wish started recently (Wish Express and Wish Local).
As I looked deeper into Wish Local, I found the store partnership aspect to be interesting and has the potential to address the common complaints users have with Wish such as long order wait times all while empowering another group of Wish’s users— local brick and mortar businesses. With this in mind, I began conducting user interviews in order to get a sense of the overall shopping experience specifically for the Wish Local page.
As I looked deeper into Wish Local, I found the store partnership aspect to be interesting and has the potential to address the common complaints users have with Wish such as long order wait times all while empowering another group of Wish’s users— local brick and mortar businesses. With this in mind, I began conducting user interviews in order to get a sense of the overall shopping experience specifically for the Wish Local page.
User Interviews + Usability Testing
I created interview goals based on the insights I've found during my research. I then conducted remote interviews with 5 users one of whom had prior experience with the same-day pickup feature. I also had them think aloud as they walk through several tasks related to browsing through the features to capture qualitative information about the experience.
Affinity Diagramming
I synthesized and extracted meaningful information, trends, and patterns from the data through affinity diagramming. This information helps to identify specific pain points and desires users have with the feature.
Phase 02: Ideate
Redefining the Challenge
Now, that the voice of our users has been heard through analyzing reviews and extracted information from interviews and testing, the next step was to use all those learnings to redefine my goals and call out what needed immediate attention:
Design Question
How might we improve upon Wish’s Local pick-up page in order to give users better control of their shopping experience, increase user trust, and empower partnered small businesses to engage with our platform?
Product Decisions
With the timeframe for the project in mind, I decided to focus on the Wish Local browsing experience as this is the feature that is the most relevant experience that could impact users and small businesses.
Also, after my own exploration of the feature, I observed some issues with the Wish Local interface which could impact Wish Local's current engagement and its ability to attract users to engage with the feature:
Also, after my own exploration of the feature, I observed some issues with the Wish Local interface which could impact Wish Local's current engagement and its ability to attract users to engage with the feature:
User Flows
After identifying these pain points, I mapped out the current user flow to to better understand and identify where the pain points and issues with the experience of purchasing for pick up arise.
I also planned out a user flow that would enhance the user's experience and address the aforementioned issues.
I also planned out a user flow that would enhance the user's experience and address the aforementioned issues.
Phase 3 Design
Wireframing
After Identifying these pain points, I began to wireframe and iterate layouts for the redesign that would have the best outcome in solving the user pain points. I quickly tested these with users and evaluated the pros and cons of each in order to move forward with an effective design.
