Problem Context
At Bike24, customers often use their wishlist more as a temporary space for product comparison or future purchase planning, rather than actively managing and tracking items they intend to buy. This behavior has led to a key issue: many users are discouraged from purchasing directly from their wishlist, resulting in a significant drop in the conversion rate from wishlist to actual purchase. We identified several factors contributing to this, including a lack of motivation or incentive to complete the purchase, as well as usability issues that hinder a seamless transition from wishlist to checkout.
Discovery objective
I worked closely with the product manager to explore potential solutions for improving the wishlist functionality at Bike24. Our process involved analyzing current market trends and gathering customer sentiment to build a solid business case for integrating an enhanced wishlist feature. The discovery phase spanned three months, with numerous discussions and deep dives into the data. Additionally, we conducted a workshop to better understand how different users in the German market utilize wishlists. This workshop was crucial in uncovering key insights about wishlist behavior, helping us identify potential features to add and clarify why users were engaging with the wishlist in the first place.
Research Process:
Market Analysis & Benchmarking:
Conducted an in-depth market analysis to benchmark against industry standards and competitors, identifying key trends and features that are successful in similar platforms.Feature Mapping & Pattern Recognition:
Mapped out existing features and identified patterns in user behavior and preferences to uncover opportunities for improvement and innovation.Use Case Ideation:
Generated and brainstormed potential use cases that could address user needs and align with business goals, ensuring relevance and value for the target audience.Use Case Ideation Workshop with Team:
Facilitated a workshop with the cross-functional team to validate the proposed use cases. This collaborative session helped refine ideas and ensured alignment across all stakeholders.Use Case Validation Across User Personas:
Validated the use cases with different user personas to ensure they met diverse needs and pain points, ensuring that the solutions were inclusive and effective.Data-Driven Use Case Validation (Awaiting):
Conducted a data review (pending) to further validate the use cases based on user behavior and performance metrics, ensuring that the proposed solutions were backed by solid evidence.User Journey Mapping for Top 3 Use Cases:
Created detailed user journey maps for the top three use cases, outlining each step a user would take and identifying any potential friction points to enhance the overall experience.Feature Prioritization for Implementation or Usability Testing:
Prioritized features for implementation and usability testing, balancing impact, feasibility, and user feedback to ensure the most valuable features were addressed first.
