size? Favourites Functionality
UI/UX
Favourites Page
Client: size?
Role: UI/UX Designer
Background:
Founded in the UK, size? is an Omni-Channel boutique that specializes in footwear. size? is expanding globally and more recently has established itself in the Canadian market, motivated and supported by an unwavering community of culture and streetwear.
Deliverables
Web and Mobile wireframes and mockups of favourites functionality site-wide and favourites page
Goals:
Improve user experience by designing an experience that allows users to save products to view later
Increase Customer retention
Improve AOV
Design Question:
As a user, what improvements can be made to size? so that I am able to easily find and save products I’m interested in?
As a stakeholder, what improvements can be made to size? in order to improve KPIs?
Competitor Research
Research:
Competitor research shows that successful B2C E-Commerce sites implemented a favourites functionality and page which allowed users to “bookmark” products they were interested in so that they may easily return to and find them later on and complete a purchase later on.
Pain Points:
Users found that there was no easy way to find products that they previously viewed before which added frustration when having to search for the product again. Because of this, they were less likely to make a purchase and fall out of the funnel and increase bounce rate.
User Flow (Project Scope)
Favourites Page Wireframe
Lo-fidelity wireframes
Concept:
With competitor research, adding a favourites functionality to available products and creating a favourites page which catalogues all products that were favourited would help users be able to easily navigate and find products they had saved for later viewing to purchase later on.
PDP / Mobile Breakpoint
Default State
Favourited State
Notification
PLP / Mobile Breakpoint
Default State
Favourited State w/ notification
Favourites Page / Signed Out / Mobile Breakpoint
Default State
Products Added
Size Dropdown / Product Avail.
Size Selected / Product Avail.
Favourites added to Basket
Error State
Wishlist sharing Modal
Size Dropdown / Product OOS
Size Selected / Out of Stock
Waitlist Modal
Favourites Page / Signed In / Mobile Breakpoint
Default State
Products Added
Wishlist Sharing Modal
Size Dropdown / Out of Stock
Size Selected / Product OOS
Waitlist Confirmation Modal
Mobile Header
Favourites Widget / Default State
Favourited Widget / Active State
A/B Testing Results:
A/B testing was implemented in order to test any improvements on CTR and Revenue Generated. The PLP designed with the addition of the favourites functionality was tested against a PLP without it. Test results confirmed an increase in revenue, an increase in AOV and helped improve customer retention on the PLP with the addition of the favourites functionality as opposed to without.