Increasing sales on Wish through filters for product reviews.
Wish is a mobile and web e-commerce platform. They mainly sell affordable products such as cheap electronics, cheap clothes, and a lot of other daily products in an affordable price. I applied to be their Product Design intern, as I enjoy online shopping and tackling business problems like increasing sales through design. The team assigned a design challenge to build a feature to improve the usability of the Wish platform.
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 and understand users:
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.
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: Users have successfully completed the sign up and have found a product that suits their interest.
With the above information and assumption, I found 5 friends and family members to download Wish on phone and observe their interactions till their first purchase.
All of them failed to land a purchase. Three of them seem hesitant about cheap products, and I ruled them out since they didn't fit the typical Wish user. The other two, my dad and Veronica, each found an item but failed to land the purchase in a similar fashion:
Dad, 50 years old, Manager
• Found a pair of $6 wireless earphone
• Tapped the Product Rating on the top bar
• Scrolled for reviews mentioning the sound quality (Failed)
Veronica, 20 years old, Student
• Found a pair of $3 airpods
• Scrolled to Recent Reviews and did not figure out how to reveal more reviews
• Did not trust the airpods enough to buy them
With Dad and Veronica, I noticed that there are two ways to reach the full Product Rating interface. The first is by tapping on Product Rating that's on the top bar. My dad found this, but Veronica did not. This is because Veronica scrolled down immediately and the top bar was hidden. The second is by tapping the stars that represent ratings out of five. Veronica did not notice that the stars are buttons to reveal more reviews.
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. My dad couldn't find any that mentioned anything about its sound quality.
In addition, I also navigated myself to purchase a cheap projector. I wanted to see any actual images from past users who bought the product
Are there pros and cons of offering filters for reviews?
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 redesigned in a way that the product page is 1 page. This allows users to tap on 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 reviews), recent, with picture, perfect (5 star), good (3 & 4 star), bad (1 &2 star), and other specific tags relating to the product.
I explored other options such as search instead of filter with several of my interviewees. Search was not necessary, because the interviewees shared specific tags that they want to see.
View all button
Pros: Consistent with Wish's design format
Cons: Does not stand out
Pros: Clear and stands out visually
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, that 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, my dad can find reviews that mention sound quality and Veronica can find reviews that are bad to see the risks. I can also find reviews with images to gain trust in the product.
This format is also favorable, because users can choose multiple tags to find reviews that include multiple aspects, such as both 'great' and 'sound quality'.
Closer Look at New Flow
I showed the following prototype to the initial people, including my dad and Veronica.
Veronica liked it because there is a clear view all button that will lead to product review page. My dad loved the tags and told me that this could save a lot of his time to find reviews and buy the product.
The design team at Wish reached out after the interview and told me that they want to implement the feature right away. This was exciting, as I got to call with the team and work with product designers. The team first matched the UI to their style guide.
I also attended a meeting with designers and researchers to discuss the change in navigation. The researchers said that View all button will certainly increase the user experience, but they would have to test my other changes such as the automatic scrolls. They also was going to test the buttons, because the developers were unsure about how to categorize each individual reviews.
After 1 week, the results came in:
From above, the team decided not to implement the new navigation and also decided to change the filters to below:
Right now, the app looks like this and I'm super proud of the teamwork and my contributions to the startup:
I learned a lot from researching for the design challenge to implementing the idea with the team. It really taught me the speed of a startup, the benefit on user testing, and the skills to develop a feature. I'm so glad I interviewed and even got to work at Wish for around a month. Although in the end, I chose to intern at PlayStation for the summer, I hope to forever apply what I learned working with Wish team!
Thanks for reading.