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User’s comprehension and use case for wishlistKey pain points leading to low order / conversion for wishlisted items
Never opened wishlist - ~36% usersAdded and viewed items from wishlist - ~32% usersAdded, viewed and ordered items from wishlist - ~4% usersAdded but never viewed catalogs in wishlist - ~29% users
There’s relatively lower spread for these users (~44% of wishlisting users)Core ranking baking in wishlist CG to surface wishlisted products across relevant feeds as a structural fix (Experiment in progress for RV)
Understand key pain points for users wishlisting products and landing on to the RE but not converting into ordersEnhance browsing experience for wishlist by improving consideration through adjacent intent levers focusing on pain points leading to low conversion
People comprehend the use case of wishlist is for liking and saving a product for later - So no major challenges with awareness and comprehension of the construct itselfOne user quotes - "Keep it wishlisted and buy at a later point to establish no one in her vicinity has ordered the same design"This insight tells us the reco should primarily be based on wishlisted products itself than being too broadMajor reasons for not purchasing wishlisted products -High Price / Budget led - ~45%Not completely sold on the product / still in consideration stage - 27% (i.e. Open to recos)For above insights, reco would have to be per wishlist product and easy comparison view of the wishlisted items with price / content recoWe could however also have a fallback feed to assist users in exploratory browsing if they don't like the wishlist specific reco - We'd have to just think out on how to place the ingress subtly for this on the landing pageUsability wise people don't have a major challenge - At-least ~60% populationOnly 1 guy quoted segregating the page by category - Can be done via parallel feed UX as part of fallback feed
Re-design considerations -How many products to show upfront on wishlist?How do we hide visibility of old / irrelevant wishlisted products?How do we handle the products which are OOS in WL - Both old and new additions?How to integrate product specific reco within wishlist mapped per wishlisted products?How to make users navigate to fallback substitute feed and where to place the ingress on wishlist section itself?Should we even have (b) and (c) together or maybe merge both via UI?Should we segregate the pages into sub tabs - Like shared / viewed etc or maybe use this - To place ingress for substitute feedTo place ingress for old / OOS WL productsRetain shared vs viewed legacy construct
Wishlist traffic - Users visiting wishlist per month -~39% of app openers add at-least 1 product in wishlist per month, Of this set, ~20% users end up ordering at least 1 product from their wishlist
Wishlist user segregation - 
Wishlist additions / deletions - Products added per users on an average per month -Median - 5 products added per month per user in wishlist75th %ile - 17 products added per month per user in wishlist 
Unlike actions on wishlist / Products deleted from wishlist -Median - 2 products removed per month per user from WL75th %ile - 5 products removed per month per user from WLActions within wishlist - Clicks on OOS wishlisted products - ~1% of all wishlist opensAverage count of products per wishlist - On an average user has 50 products in wishlist, of which 4 (8%) is OOS. Clicks on these OOS products is only 1% of all wishlist opens
~60-70% orders from wishlist are for products added in the last 60 days in wishlistWishlist conversion understanding -Comparison with other REs - 
From app opens -
From views - 
REs from where users order after starting browsing on wishlist - 
Design brief
Context -
Wishlist is a relatively high used real estate with pretty low conversion in terms of orders placed by unique visitors landing into the RE.
We need to broadly understand -
The understanding would help us enhance browsing experience on wishlist by improving consideration via adjacent intent levers derived from pain points leading to low conversion
User segmentation -
Users can be segmented in the following buckets from a wishlist usage perspective -
Key focus for browsing experience would be to understand challenges for ~49% of the wishlisting users who add and view WL products but don’t end up converting.
We won’t be focusing on users adding wishlisted products but not navigating to the RE since -
Objective -
User pain points / Qualitative understanding -
Design -
Backing Data -
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