Design a feature and/or improve the usability of the Wish mobile app. How can doing so improve user acquisition, retention, engagement, or sales? In this design challenge, I decided to focus on new users and on improving the sales rate after initial download.
Assumption 1. Users are new to Wish.
Wish has a wide range of users from all over the world. Though there is no perfect design for everyone, a recruiter from Wish answered the following questions to help me shape my research activity:
Lower-Middle class individuals who care more about prices than branded goods. Wish is available on both mobile app and online website, but most of the transactions are performed on the mobile app.
Assumption 2: Users are using the mobile platform.
The majority of users tend not to search for specific products, but instead browse through to search for interesting products in their acceptable price range.
Assumption 3: Users have successfully completed the sign up and have found a product that suits their interest.
With the above information and assumptions, five people were selected to download Wish and their interactions till their first purchase was observed. Although three out of five people bought a product without any hassle, my dad and one of my college friends, in a similar fashion, failed to do so:
Dad, 50 years old, Manager
• Found a pair of cheap wireless earphone
• Tapped the Product Rating on the top bar
• Scrolled for reviews with photos and reviews mentioning the sound quality (Failed)
Veronica, 20 years old, Student
• Found a pair of cheap wireless earphone
• Scrolled to Recent Reviews and did not figure out how to reveal more ratings
• Couldn't find relevant reviews
I walked through the current product details page. With Dad and Veronica, I noticed that there are two ways to reach the full Product Rating interface. The first is by tapping the stars that represent ratings out of five, and second by tapping on the Product Rating that's on the top bar. This may confuse some users, while 1 is definitely not clear to some users.
On the Product Rating interface, there is no filtering system. Users have to scroll on and on to search for reviews on specific aspect of the product. This ultimately led to my dad not buying any product after initial download, since he couldn't find any reviews about the sound quality.
Industry Trend Analysis
Amazon and Groupon are some other popular platforms where users are able to search up, read reviews, and purchase products. They each have their own unique advantage as well as their own pain points.
Pros: Amazon has very organized customer reviews that are organized into multiple sections: sections include filter system by rating, customer image, and keywords. Users can tap on specific section to find out more.
Pain Points: Users have to scroll all the way to customer reviews, which takes a lot of time. The customer review as a whole, although organized, is very long due to various sections.
Pros: Groupon has a button that scrolls automatically to customer reviews. There are no additional pages and all the information can be found on a single interface.
Pain Points: Users can only see top reviews and have no access to further reviews. This does not work for Wish, since our users care deeply about reviews.
The suggested new workflow- to simplify the navigations and to categorize customer reviews.
I changed the order of the bar according to the interface. The interface now has Overview, Product Rating, Store Information, Shipping Information, and Related Products. This allows users to tap on, for example, Product Rating, and the screen will automatically scroll to the Product Rating section. Additionally, a clear "read more" button can be found in the same section, allowing users to access more reviews.
The redesigned Product Rating interface has 6-8 tags followed by lists of reviews. Basic tags include top (most liked), recent, with picture, perfect (5 star), good (3 & 4 star), bad (1 &2 star), and other specific tags relating to the product. For instance, if the product was wireless earphones, the tags may include sound quality, battery, size, etc. This needs further user testing with Wish. As for coding part, each review can be parsed to examine most repeatedly used keywords under each product. Then the keywords can be compared with all other similar products to compile the most accurate keyword list for those products.
Assumption 4. The technology needed to implement my design is done in the backend and will not significantly lag the system.
Product Rating on Summary
Pros: Consistent with Wish's design format
Cons: Does not stand out
Pros: Clear and visually stands out
Cons: Does not follow current Wish's design format
I decided to stay consistent with Wish's design format. Although I mentioned that the cons is [the button] does not stand out, it is only an assumption, and users may still succeed at finding the button. A/B testing or some sort of user testing can be done to reveal more information.
Product Rating Interface (after tapping View all)
With this new format, users are able to quickly apply filters and find relevant reviews. The tags from 'top' to 'shipping' are default and appear in all of the products, while the last several tags are product specific. If there are more than two tags, reveal more button can be implemented.
In addition, this format is favorable, because users can choose multiple tags to find reviews that include multiple aspects such as both 'great' and 'sound quality'. For the Amazon mobile app, this is not the case and users can only apply one filter at a time.
Closer Look at New Flow
I showed the following prototype to the initial people, including my dad and Veronica.
Veronica seems to like it because I mentioned that the top bar stays there as guidance and does not disappear (not shown in InVision). My dad really likes the tags because he cares about good sound quality and does not want to scroll to read each individual review.
This design challenge was a success for my dad and Veronica. Two people told me that they now have a much higher chance at finding relevant reviews and ultimately buying a product.
In this design, due to the time limit, a lot of my decisions and assumptions were made based on only a few casual interviews and secondary research. During feedback, I also did not have enough time to create an advanced animations on Framer to show my specific vision for interaction.
If permitted, more usability tests should be done to get solid insights and feedback. Will users recognize the View All button on Product Rating section? Will users use the tag features to search for specific reviews? Will there be a higher chance of new users buying products?
Overall, this was a rewarding design challenge and I would love to get together with Wish to test this new feature!