Wishlists Feature
E-commerce · Retail · Responsive web design
As a Senior Designer at XXX Lutz, I designed a wishlist feature aimed at helping users easily save and organize their favorite items. The feature lets users create, name, and sort multiple lists, and has gained significant traction, with ~400 new lists generated weekly in Germany and Austria. This rapid adoption highlights a successful alignment with user needs, boosting engagement and strengthening user-platform connections as people transform inspirations into organized collections.
Led the full design lifecycle from conception to final implementation, ensuring each step aligned with user needs and business goals. Collaborated closely with development teams to deliver a seamless, user-centered experience.
Users of this feature are homeowners, renters, and interior design enthusiasts, aged 25 to 55, who want to save and organize furniture and décor items for future purchases or home projects. They are tech-savvy and enjoy curating and planning their home spaces.
To address this, we conducted a workshop with 12 participants (26 -50 years), gathering insights into how they currently save and organise furniture and décor ideas. We found that 50% of users categorise items into lists, and 10 out of 12 would share these lists with family members.
The existing favourites feature offered limited functionality: users couldn’t categorize their saved items, could only create a single list, and couldn’t share it with family or friends. Additionally, product images were too small, resulting in low user engagement.
Concept 1: The product will be automatically saved to the last selected list.
Hypothesis: Users will be able to see the new Feedback Card (toast) and change the list from there if they want to.
Concept 2: The user will choose the list everytime they save an item.
Hypothesis: Cool. But isn’t it annyoing for our users to select a list every time they save a product?
I explored numerous UI variations, focusing especially on the layout of items to enhance usability and visual appeal.
"You will now see a list of dining chairs. Please mark the first chair as a favourite. Then try different functions, like creating a new list, sharing the list or deleting products from it.“
• Amount of users creating lists
• Average number of items saved per user
• Amount of Items purchased from the favourites per user (Revenue)
• Amount of users creating an account from the list feature
• Sometimes the must obvious solution is the best solution.
• Next time it would be a good idea to test current solutions out there.
• While we design thinking on our user’s best interests, sometimes what’s on our head might not be the ideal solution.
• Exploration and testing proves our hypothesis to be right or wrong and help us deliver value.
