SHOPPING LIST

This feature gives customers the ability to add items to a saved list they can access later when they are ready to add to cart.

I was Design lead for web desktop/ tablet/ mobile experience and closely partnered with the Lead app designer.

My role

Design Lead for web

Design Strategy

Competitive Audit

User Research

Design Handoff

Device

Mobile

Tablet

Desktop

Duration

2 weeks

Design Challenge & Constraints

Deliver a new way and place for Bed Bath & Beyond customers to be able to save things to a list.

The timeline for design and dev was very short, so a lot of big picture ideas would need to be fast follow post launch. There were also design system limitations. The current ui for the navigation and components could not be changed due to belonging to other designs.

Problem

Uses did not have a place in my account to quickly access their saved items outside the save for later in the cart.

Understanding the Users

Comparative Analysis

I started the project by understanding the problem, the users, and analyzed what competitors are doing. I reviewed Amazon, Walmart, Target web and App. It helped me understand the features in the competitive market and what they did well or not so well.

Insights

Amazon’s Shopping List provides the customer the ability to collaborate and build the list with friends or family, add to cart, see products in different view, delete and view other products similar to your list, multiple lists and share.

Walmart’s Shopping List provides the customer the ability to add to cart, delete, replace, multiple lists and share.

Target’s Shopping List provides the customer the ability to add to cart, delete list, check off the ones you prefer, multiple lists and share list.

Overall, all the lists have strong features to make list building seamless. I think Amazon’s ability to collaborate family and friends and all the features would be the ideal product for building a list.

Strategy and explorations

This project had a very quick turn around, so I created super lo-fi wires to help communicate the screens and flows to business partners before I worked on the hi- fi designs. I looked at strategy, flows and entry points.

Business wanted to launch the feature quickly, so we could not launch the full baked product. We had to phase out the product based on what dev could take on.  The product manager and I defined what would be for the MVP and the future state.

MVP: Ability to create a list, view items available in store or online, add all items to cart, replace items that go out of stock

Future State: Multiple lists, share list, collaborate on lists and change the name of the lists

Solutions

After the low-fi designs, I created hi- fi designs. The PM and I aligned on the below solutions and reviewed the designs with the team and stakeholders.

Implemented entry point on my account fly out and my account page access shopping list

1. Implemented ability to select registry type

2. Created flows for no items on shopping list and items on shopping list

3. Easy ability to add all items on your shopping list to card

4. Ability to replace items

Constraints

There were also design system limitations. The current ui for the navigation, the product listing page and home page could not be changed due to the ownership living in other pods.

Outcome

Increase in Add to Carts by 5%

“It was so easy to add things to my shopping list while browsing for college products and building my list.”

Bed Bath & Beyond Customer

Next Steps

For the MVP, I did not get to launch the feature with all the requirements I wanted due to an aggressive development timeline and resource issue. In user research, we found 10 out of 12 customers would like to collaborate on a shopping list, which validated my vision of giving the customer the ability to collaborate. 

In the next phase, I would like to incorporate additional features such as:

• the ability to collaborate with family and friends 

• create multiple list

• change the name of the list

• voice activated list creation

• move the lists outside my account to increase discoverability  

• In line personalized recommendations

This feature has so much potential, I look forward to continuing to evolve this product.