Amazon Wish List

Solutions based on data and user research

WL currently is used by 70 million+ Amazon customers. Attributed revenue accounted for $5B+ in 2013.

Some of the major customer problems are the lack of understanding of Wish List's many features and functionality, and difficulty understanding how to navigate inside of Wish List. There is also a known issue of customers using Wish List once, not adding items to their lists, and "dropping out".

Design goals

• Gather all known data and research findings to inform the new product concept.

• Provide a new navigation structure that is clear and simple.

• Provide a new layout and visual design that promotes repeat visits, earns trust, and delights the customer.

• Provide purpose and usefulness by incorporating new and useful functionality.

Existing Entry points and Wish List page

Data and customer feedback

Gathering of all research findings, customer feedback, and known data to create solutions.

The Concept

Explorations

Designs

Adding to Your List & Navigation

Your List

Collaboration with friends

Implementation plan

Prototype for usability testing

a/b tests on navigation

Send a Thank you card

Physical Thank You card