To dive deeply into one problem in the Wish mobile app and design a solution.
Define and Solve
I started with secondary research to understand Wish's business model, target audience and product better.
......There was a large underserved market of consumers that prioritized price over pretty packaging, fast shipping, and brands.....
-Peter Szulczewski, CEO of Wish
Customized shopping experience
Emphasis on product discovery
The invisible half
Wish targets value conscious customers coming from both lower and higher income brackets.
To understand users' perception towards Wish I interviewed 5 people of mixed demographics who have made at least three purchases before and were familiar with the app. This helped me get an understanding of their experience and pain points better.
Interviews and Usability Studies
1. Confusing Navigation
Although I interviewed people who were familiar with the app, most of them didn't know about the other featured placed on the top and side navigation bar.
3/5 participants felt this
"I didn't know these features even existed."
2. Overwhelming Experience
Participants found the browsing of products and product information pages to be overwhelming.
3/5 participants felt this
"The images can be too much some times. Also there are a lot of them!"
3. Lack of trust for branded products
People are not willing to buy branded products even if they are discounted as they don't trust the product authenticity.
5/5 participants felt this
"I feel like I am shopping at a street market in New Delhi"
4. Inefficient and inconsistent product page
People had trouble picking the right product type and color and it led to abandoning that product altogether.
4/5 participants felt this
"I don't know which one is the pink shirt and which is beige"
I decided to tackle the problem of lack of trust towards branded products as all of my participants had that experience. At the same time, I was personally intrigued by the problem as I had previously worked on a project with Indeed.com to tackle the issue of trust in job seekers towards online job boards. Translating that problem of increasing trust to e-commerce seemed very appealing.
How might we encourage shoppers to buy branded products through Wish app?
I evaluated the competitor's design to display branded goods and did three more usability tests with the focus on Wish's Brands page which sold products only from authorized merchants.
How competitors do it:
Findings from usability studies:
"I do not recognize some of these top brands even."
"The brand page has a cleaner design in the first half but the feed still gives the experience of a local flea market."
"How are they selling a $2000 laptop for $1000? Something has got to be wrong!"
The users don't know that the laptop is refurbished.
"If it is a genuine product why are they using the logo over and over. This looks like fake packaging. "
"If I forget the color, I have to close this and go back up to see which color it was and repeat the process again. "
"There is no feedback for which color is being selected."
Based on the research findings, I started with defining trust in designing for e-commerce platforms that can be implemented into the Brands store.
Engaging the user by providing a branded store feel.
Increasing the click through rate by enabling the user to know the relevant product details upfront
Enable user to efficiently and effectively pick the color and size of the product while keeping them informed at each step.
I started with sketching some solutions on paper to visualize these ideas.
I iterated on the features that I decided to design to solve the problem of lack of trust towards branded goods on Wish.
1. Experience of the Brands page
When users buy something more expensive, typically they have some idea of what they want. Hence, I included the categories on top.
Catchy promotional banners
Being more transparent and consistent by displaying information like brand name and product name.
Neatly laying out images of products along with brands logos to attract and educate users as some users didn't recognize brands like Closette Chic and Bestway which are top brands on Wish.
I chose this version because currently Wish's priority would be to educate user about the brands feature and it needs to be displayed upfront.
This can be later replaced with categories.
2. Product page
Selecting color and size after clicking on Buy button is efficient and consistent.
This also takes away distraction from the product page.
Selecting color and size while exploring the product is efficient and user feels that he has more control over the process.
Also, user would not like to look at the product more closely if he has to buy something expensive. For this reason, I chose this version.
Redesign of the Brand feature experience to encourage users to trust and buy branded goods on Wish
I also did two usability tests with my new designs and received the following response:
Based on the responses from the usability tests, the users found the new design to be more consistent, transparent and engaging.
More Average Revenue Per User:
Potentially with this solution, users will buy more branded products which will increase the revenue generated by existing users.
Better Customer Retention:
This solution will result in better customer retention as the users will not be diverted to the competitors to buy branded products.