I designed a wishlist feature for Matalan that allowed online shoppers to browse and save items to purchase at a later date.
Post release we measured an expected decrease in the overall add to bag rate alongside:
🏆 An increase in average bag value
🏆 An increase in the average number of items per order
🏆 An increase in the average revenue per customer
Reading through user feedback on the website and app stores it was clear that not having a wishlist feature was a source of frustration for many of Matalan's users. Common themes in reviews highlighted that customers had difficulty finding products they liked from previous visits.
In ecommerce especially conversion rate optimisation is incredibly important. A factor in optimising this is ensuring alignment with established UX patterns that customers will be expected/are familiar with. Many ecommerce sites have similar functionality so I reviewed many.
I facilitated a idea generation workshop for the UX team where we explored ways of solving the problem. These ideas we're taken as inspiration for wireframing.
I iterated on a series of prototypes using feedback from users gathered from users in Matalans UX lab as well as by conducting guerrilla testing with customers in store.
Since the wishlist is a key feature for an ecommerce platform, we needed to make space in the top nav. Before adding the feature, we ran an A/B test with various adjustments to the top nav. The winning variant, variant 6, increased usage of the 'search' feature and Matalan users that search typically have a higher conversion rate.
Post release we measured an expected decrease in the overall add to bag rate alongside:
🏆 An increase in average bag value
🏆 An increase in the average number of items per order
🏆 An increase in the average revenue per customer
