Wish Design Challenge — Bonnie Jiang

Wish Design Exercise

Building an Accessible and Customized E-Commerce Experience

Project Overview

Software

Adobe Illustrator, Photoshop, Autodesk Sketchbook and Figma

Duration

5 Days

My Role

UX research, Screen Design

This project is a part of Wish 2020 Design Exercise for the user experience design internship. I dive deep to explore a problem the Wish application may have and presented my solution as a designer.

I took this exercise to be an opportunity to dive deeply into one problem I find in the Wish mobile app and design a solution. I will showcase my design process from conception to hi-fidelity explaining my research, reasoning, and other inspirations for this challenge

"How might I redesign the Wish mobile app to generate an impact on user acquisition, retention, engagement, sales or other attributes? ”

Research and Synthesis

Initial Exploration and Reflection

Before diving into my research and design, I planned out the process and steps I should take to better tackle this problem.

Stakeholder Map

I first performed market analysis pulling from reports and articles online about the Wish app. Based on my primary and secondary research, I can understand the target audience and stakeholders better. This process helps me define the needs and goals of Wish, which further narrowing down the scope of this project. The stakeholders are identified below:

Primary Research

I performed user testing with 3 users, two wish users and one new user who has not used the app before. Some quotes are listed below:

Interviewee 1

"The clothing is sized for Asians, so I need to buy way way bigger than usual. Like 3 sizes too big and maybe it will fit."

Interviewee 2

"Been using it for ages with no issues. Good for: costume jewelry, some clothes (sizing can be very hit and miss)"

"The security of the app is fine, I have used it many times and never had an issue. Shipping times can be LONG."

Interviewee 3

"There are a lot of categories to browse through. I wish I can customize those as well, you know like adding and deleting almost like hashtags."

Interaction Map

I also made an interaction map undertanding different features and icons and the flow of the major browsing.

Secondary Research

I also browsed through the customer reviews online such as Reddit tags and comments. I visualized the data I summarized into the following charts to show what is the biggest frustration of current users.

Research Summary

Goal

To provide quality and accessible mobile shopping experience to the low and mid-income population by using machine learning and also channeling merchants internationally.

Personas and Scenario

I created two personas based on the data I collected.

Ming is a business owner in Zhejiang, China. She recently registered her shop on Wish and she sells women clothes.

Alyssa is a working mom with 3 three kids in Harrison, Arkansas. She does not have time to shop for clothes. Wish's product fits her budget and also saves time. She does not care about shipping time as long as the items arrived.

I pictured a scenario where Alyssa was trying to place an order without consulting with the shop owner. I presented a common story that happens often, and it could be avoided by a simple feature.

Iterations & Testing

First Iteration

I first drew out prelinminary studies in Autodesk Sketchbook. In this iteration, I tried to accomplish two tasks.

Improve communication between customers and vendors.
Reduce categories in the horizontal menu to allow users to customized their menu items.

User Flow

Initial Sketch

Once I understood the problem I was solving, I started out sketching some screens under the main functions I wanted to achieve.

Wireframes

After some iterations I continued the development using Figma to create wireframes.

User Testing

I further developed the sketches for user testing using paper prototypes in order to create as authentic as possible of an application experience while avoiding graphic elements that might distract from the main points.

The users pointed out while interacting with the application is useful, it feels like it is challenging to talk to vendors in a different time zone with text. They also pointed out that there may be language and cultural barrier.

New Scenario

I created a new story picturing when my solution is implemented.

Final Deliverables

Final Concept

I designed for Android screens since they are more accessible for low and mid-income families. Another reason I designed for the Android system is that international vendors in Asia also use Android phones more.

Phone Screen Design

For new users, browsing all categories can be overwhelming to them. Therefore, I added a feature where they can add and remove menus as they wish. Wish uses machine learning to customize the items users see. I think one future implication could be using machine learning to recommend categories for users. Users can still access the full catalogs in the bottom navigation.

Chatting with Merchants

Users can enter into the chatbox with the merchants by directly tapping on the message icon. The relative product will be shown in the chatbox as well. Considering the users and merchants may be in different time zones, they can interact with each other by selecting the types of questions as prompt on the screen. This is similar to current Wish customer support.

Easy Reply

Users still have the option to type in the text if necessary, such as their measurements. Merchants can also send an information chart to help to answer questions.

Refelection

If I am given more time to dive deeper into this question. I would change and explore the following:

Are there any regulations for direct communication between international merchants and customers?
How did the time difference play a role in this process? I should expand the design to allow merchants to set a customized auto-response.
How can we use design to solve the other complaints? (Quality expectation and shipping time)