Wish Local Redesign

Work Summary
This redesign project is for Wish. With the prompt asking to design a solution for a problem that I found on the Wish mobile app while considering the impact on user acquisition, retention, engagement, sales, and other attributes.
Tools
Figma
Miro
Duration
Jan - May 2021
Team
Samuel Lee
Alan Ngo
Julianne Mendoza
Year
2021
ROLE

This redesign project is for Wish. With the prompt asking to design a solution for a problem that I found on the Wish mobile app while considering the impact on user acquisition, retention, engagement, sales, and other attributes.

Client
Wish
view live project

Understanding Wish
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Before beginning the redesign, I started researching about 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.
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Problem Discovery— User Reviews
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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
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After the initial research about Wish, I decided to do some exploration on the Wish app, I stumbled upon features such as express shipping marked by the orange truck on the navigation and Free Same-Day Pickup and decided to look further into these features. I found that they are parts of programs Wish started (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.
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Conducting User Interviews + Usability Testing

I was able to conduct 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 go through several tasks related to browsing through the features to capture qualitative information about the experience.

I created interview goals based on the insights I've found during my research. I was then able to conduct 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 go through several tasks related to browsing through the features to capture qualitative information about the experience.
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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.

Wish Local Redesign

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 our goals and call out what needed immediate attention:

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?
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Product Decisions

With the timeframe for the project in mind, I decided to focus on what the Wish Local browsing experience would look like as this is the feature that is the most relevant experience that could impact users and small businesses.
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Pain Points

After my own exploration of the feature, I also observed some issues with the Wish Local interface (image below) which could impact Wish Local's current engagement and its ability to attract users to engage with the feature.

User Flows

I created a user flow to document and try to better understand and identify specifically where the pain points and issues with the use case of purchasing for pick up. I then mapped out a user flow that would be clearer and could potentially address the aforementioned issues.

I created a user flow to document and try to better understand and identify specifically where the pain points and issues with the use case of purchasing for pick up. I then mapped out a user flow that would be clearer and could potentially address the aforementioned issues.

Wireframes

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.


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Final Designs
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Future Thinking

In the next step of my design process, I would like to do some user tests to validate my solution to see if my intent matches up with actual use or behavior. I want to test out if users understand the purpose of the separated Wish Local page views as well as the new filtering system and see if it is intuitive for users.
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In addition to this user group, I wanted to validate my solution with another important stakeholder for Wish Local— small businesses. In particular, I want to see the impact of putting businesses in the forefront of the experience in gaining new customers, increasing revenue and sales. This research could also reveal opportunities to create a greater incentive for our primary user group to use Wish Local in support of our design goals.
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For my next iteration, I want to implement the test result to help improve the whole Wish Local experience for the consumers since there’s great potential in establishing trust with new users particularly interested in the Local offerings.

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Lessons Learned

Don't be afraid to experiment with the users mental model.

Wish Local Redesign

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Work Summary
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Tools
Figma
Miro
Duration
Jan - May 2021
Team
Samuel Lee
Alan Ngo
Julianne Mendoza
Introduction -_-
As part of my graduation project, I worked in a group of four to create a Google extension and website aimed at informing users about the sustainable and ethical practices of fashion companies that they shop at.

Through our project, we hope to shed light on the source of the clothing that people own and how that can affect both the environment and the workers that produce them. We hope that this will encourage our users to consider more sustainable and ethical clothing options going forward.
[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.
Phase 1: Understand
Design Question
How might college-aged individuals achieve making sustainable clothing choices so that they can positively impact the environment and ultimately change their clothing habits?
Through our project, we hope to shed light on the source of the clothing that people own and how that can affect both the environment and the workers that produce them. We hope that this will encourage our users to consider more sustainable and ethical clothing options going forward.
User Research
To get a sense of what has already been done in this space, we conducted market research.

We looked at about 20 different products and services and identified what is relevant, what we liked as well as our overall insights from exploring the different products. Below is a summary of our insights:
User Research
Once we finished our market research, we then conducted user interviews and sent out surveys to get a better sense of college students’ relationship with sustainable fashion practices.

In total, we conducted twelve semi-structured interviews and about twenty anonymous surveys of University of Washington students. Below is a summary of our insights:
Learning about major pain points in making sustainable clothing purchases, makes us more aware of possible pitfalls to work around in our app. For instance, knowing that users sometimes fail to make sustainable purchases because of a lack of knowledge on alternatives, inspires us to make a recommendation box in our app.
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User Personas
From this user research, we created two personas of two types of college students that may potentially use our plugin:
User Journey Mapping
I then created a journey map to better understand our persona’s purchasing habits and the thoughts and emotions associated with the different phases of completing their goal.
Phase 03: Ideate
Design Goal
While keeping our research in mind, we then created a set of goals that would allow us to explore and generate a broad pool of ideas that would lead us to a solution.
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Create a tool that informs users about how sustainable the company they are viewing is

Create a central hub connected to the tool where users can research about companies‍
Challenges
uh idk
Responsibilities
none lol :)
Idea Prioritization
We conducted a cardstorm in order to generate as many ideas as possible. We then prioritized these by ranking our ideas "must-have", "should-have", and "nice-to-have”
Wireframing
idk wot to say lmao
Concept Validation
We conducted testing with different users on our prototype to gain a high-level understanding of what ideas and interfaces the users found intuitive. Below is a summary of their what we learned:
  • Users value conciseness when using plugin / viewing website
  • It would be beneficial to explanation of the different sections contributing to rating
  • Use of colors to show brand rating

With lots of feedback, we decided to scale up to digital prototypes on our next iteration to present our users with a more realistic interface.
Final Designs
Design Question
How might college-aged individuals achieve making sustainable clothing choices so that they can positively impact the environment and ultimately change their clothing habits?
Through our project, we hope to shed light on the source of the clothing that people own and how that can affect both the environment and the workers that produce them. We hope that this will encourage our users to consider more sustainable and ethical clothing options going forward.
Website Designs
Learning about major pain points in making sustainable clothing purchases, makes us more aware of possible pitfalls to work around in our app. For instance, knowing that users sometimes fail to make sustainable purchases because of a lack of knowledge on alternatives, inspires us to make a recommendation box in our app.
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Plugin Designs
With lots of feedback, we decided to include informational tags that the user can view at a glance in order. Here is an example of how the extension looks when visiting an online retailer:
User Testing
Once we validated our designs with another round of semi-structured interviews, we passed the designs over to our developer to code the website. Check out the links below to test out our interactive prototype for our website as well as our extension.
Plugin Designs
This project really pushed my limits in a variety of ways. While I was comfortable with conducting user research in the past, this was my first time conducting interviews on such a large scale. In addition, this was my first time creating designs for a plugin. However, I took these as opportunities for growth! In the end, I am very proud of this product. I think that there is such great potential for technology to cause social change and while our project may not fix all the problems in the fashion industry, I hope that it may at least spark a conversation in the right direction.
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SIMON TALUSAN