Designed the wishlist experience to boost e-commerce sales

Headquarters

India

Founded

2015

Industry

E-commerce

Revenue

$403 Million

Challenge

A dominant Indian e-commerce platform boasting over 120 million monthly active users, primarily targets budget-conscious value shoppers. This user base includes a significant demographic of young, tech-savvy individuals, with a skew towards men (approximately 60% of the user base). It was found through analysis that users have been spending time on the app, creating wishlists, but the drop rate was high.

Results

29% increase in user adoption for collaborative wishlist creation within 3 months of launch.
Significant improvement in user satisfaction scores, measured through surveys, reflecting increased perceived value and enjoyment.
~15% growth in average time spent per session, indicating higher engagement 6 months post-launch.
Increase in average order value for users participating in collaborative wishlists, driving higher spending within 1 year.

Conversion Rate

29%

Average Order Value

15%

Drop-off Rate (decrease)

17%

Process

Research & Problem Identification – Conducted funnel tests to analyze drop-off rates and evaluated existing screens to identify usability gaps. Through primary research, I uncovered key reasons behind user frustration with the wishlist feature and explored real-world scenarios where users would want to share wishlists.

Ideation & Wireframing – To build a strong foundation, I explored multiple design possibilities and defined a three-level touchpoint approach for seamless collaboration. Based on these insights, I designed user flows and created low-fidelity wireframes to visualize solutions.

Validation & Refinement – Conducted guerrilla testing to validate barriers, refine interactions, and ensure the new approach effectively addressed user needs. Final designs were developed and tested with users to measure improvements in usability and engagement.

My learnings throughout

Remote Collaboration: This was my first experience with the UX process in a fully remote environment. It highlighted the importance of collaborative frameworks and effective asynchronous communication.

New Feature Exploration: The challenge focused on building a feature to introduce a new direction in the e-commerce app's wishlist sharing capability. This required me to push boundaries and think creatively about how users could share and collaborate on wishlists within the platform.

Design Consistency: Collaboration offered valuable insights into maintaining consistency with the e-commerce app's established design language for wishlist sharing. This ensured a familiar and intuitive experience for users accustomed to the app's existing wishlist functionality.

Next work