Wish
Lead Product Designer
Arriving at a product detail page through an ad might be standard practice, but it's less effective when trust issues are in play. Moreover, fixating on the single product from the ad hinders the potential for user exploration. Users drop hints about their preferences whenever they click an ad – we wanted to leverage this understanding.
To create a landing page experience centered around three key ideas: re-assuring users about Wish legitimacy, surfacing key information about the product, and serving highly tailored additional product discovery.
Creating a highly condensed experience means identifying what features truly are key to an experience in the first place. That’s not a simple science and it’s not true for every user, so we knew that constant iteration, and testing, would be the guiding principal in creating this experience. This meant being platform-specific with our choices, too. The power user who went into our app from a Google Ad is going to want a much different experience than the person who just landed on our desktop web page from a Facebook ad. While the experience can’t be tailored to every user and every entry point, there are certain patterns we can recognize.
We assessed the market space in general, taking note of any similar experiences. Then, we took these ideas and created a general plan with identified metrics.
01
Based on our strategy, we created several designs to test over time. These were based on build time (what we could get out the fastest) as well as what we knew we wanted to test and isolate.
02
Over time, we continued to iterate on this design using stat. sig results to create the winning experience.
03
Scope of Work
It was antiquated, heavy, and undefined - so many different new user experiences had been created in a vacuum and at different times. So, we stripped it down and started fresh.
We started by working to understand what the bare essentials of a product page are. To do this, we mixed some gut reactions with some previous data (specifically, using placement experiments from the main PDP). We identified a few non-negotiables: Title, images, ratings, price, and an option to purchase.
The winning experience had all of the elements our shoppers were looking for - and it worked on all platforms. Key information on shipping timelines, important product highlights, condensed and space-efficient presentation, quick facts about Wish’s shopping experience, and highly tailored discovery.
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Let’s collaborate to create thoughtful designs that drive impact and growth.
2024 | Victoria Gunell