I led a group of designers, researchers, and data analysts to Enable fresh food customizations in Carrefour’s e-commerce space, Particularly focusing on three categories within fresh foods: Fishery, Butchery & Deli
Working closely with merchandisers, fresh food specialists and On-the-ground (butchers, fishmongers, deli staff) staff across Carrefour’s E-Commerce Markets.
Carrefour customers had to work hard to simply add products to a save-for-later list, and it was discovered that there is not much traction on this feature This process also forced users to sign in to be able to add the item to their wishlist. These requirements deterred over half of the customers to continue to add to the wishlist (62% Desktop and 79% Mobile abandonment) Primary research insights showed that customers who were interested typically used 3rd party apps and paper notes instead of utilising the wishlist feature via the product description page or the PLP
Primary and secondary customer research was conducted to better understand this problem space
To make saving products for later quick, intuitive, and easy
I took a narrative design approach to ground the team in the member journey, leading them to create design concepts for core screens and develop innovative solutions to our key customer pain points
After benchmarking different e-commerce competitors, I found that all of the wishlist sections are visually similar: basic functionality of tagging the product and displaying it in a showcase-like list with restricted login access for the user. Carrefour customers had to work hard to simply add products to a save-for-later list, and it was discovered that there is not much traction on this feature, this process also forced users to sign in to be able to add the item to their wishlist. These requirements deterred over half of the customers to continue to add to their wishlist (62% Desktop and 79% Mobile abandonment)
Primary research insights showed that customers who were interested typically used 3rd party apps and paper notes instead of utilising the wishlist feature via the product description page or the PLP
The heart icon is the most commonly used symbol for wishlists across 50 eCommerce websites reviewed
I wanted to determine what symbol is most Identifiable for wishlist functionality. To determine this, I did an analysis across the industry of eCommerce websites that had wishlist functionality. The purpose was to evaluate what customers are accustomed to seeing and what would be the most distinguishing symbol.
Our initial question that kicked off this competitor analysis was the internal debate around whether we should use a star, heart or list to symbolize a wishlist.
I led the team to design early versions of the solutions to reveal how your users think and feel about a product, this helped us resolve any uncertainties around the ideas we had selected.
Our initial question that kicked off this competitor analysis was the internal debate around whether we should use a star, heart or list to symbolize a wishlist.
TASK 1
1. Navigate to the wishlist page
2. Create a new list
3. Use the “Add items as I shop” method
4. Search for apple and add it to list
5. Search for eggs and add them to list
6. Search for bread and add it to list
7. Go to list and view items
TASK 2
1. From the homepage go to the wishlist page
2. Create a new list
3. Use the “Write my list” method
4. Write items needed and search
5. Select items for each category
6. Add eggs
7. Add milk
8. Add Colgate
9. View apples and select from SLP
10. Click “done”
TASK 3
1. From the homepage go to the wishlist page
2. View all lists created
3. View “My grocery list” detail
4. Replace out-of-stock item 5. Go back to the list detail
TASK 4
1. From the homepage go to the wishlist item update carousel
2. Tap on “View all” to go to my wishlist
3. Select a list with items on sale and add them to the cart
TASK 5
1. From the homepage go to the C4 curated list
2. Tap on “View all” Ramadan list
3. Select Crispy chicken burger to view details
4. Add all items to the cart and view the cart
5. Go back to the list and add to my wishlist
6. View the list in my wishlist
Save items for later so that users will not forget what items they have looked at in the past Keep track of items that they would like to purchase, but cannot afford at the time Create a list for a special event such as a holiday or birthday
Our initial question that kicked off this competitor analysis was the internal debate around whether we should use a star, heart or list to symbolize a wishlist.
The majority appreciated the wish list concept and understood the purpose of a wish list
One participant compared it with the current feature and was impressed with how the proposed feature layout is more organized.
Some participants needed more prominence to avoid scrolling for the most used features on the app. They suggested having the button on top or somewhere within the visual range of the screen.
The create list by PLP was not appreciated by a few. They felt the process is cumbersome and long.
Expected to see the product list page for this option, and was confused when the app navigated them back to the homepage.
Can create multiple lists depending on grocery types or shopping frequency and occasions.
Most were able to add to wish list by clicking on heart icon (coach mark supported comprehension of heart icon)
Overall, participants appreciated the recipe feature and how it’s relevant to their past orders.
The majority appreciated the wish list concept and understood the purpose of wish list
The majority appreciated the wish list concept and understood the purpose of wish list
Some participants needed more prominence to avoid scrolling for the most used features on the app. They suggested having the button on top or somewhere within the visual range of the screen.
Expected to see the product list page for this option, and was confused when the app navigated them back to the homepage.
Keeping in mind the goal of making the wishlist easy and intuitive, we wanted to alleviate the need of having to sign in and choose product size first. To eliminate the behaviour of customers creating multiple tabs on the product listing page, we wanted to introduce a wishlist icon on each product. To guide users through this experience, we wanted to indicate the number of products added to the wishlist with a simple motion in the header.
Our initial question that kicked off this competitor analysis was the internal debate around whether we should use a star, heart or list to symbolize a wishlist.
Since the launch in September 2022, the usage increased by 270%.
