I was part of a design team that handled extensive user research campaigns, user interface implementations and A/B tests to determine the best solutions for the shop navigation

Westwing pushes customers into a world that has great products in some categories but abysmal offerings in many other categories. This was a globally suboptimal decision as customers might think that this is the whole offering in some categories, and they never actually go to the full offering incl. 3rd-party brands, and then they have a bad impression. Also, we create less GMV.

We analysed more products, and some of them were slightly deviant here is a list of other products that were considered:

Wayfair

AboutYou

HM

Net-A-Porter

Amazon

Most benchmarks had a full search bar on the Home Page, not just an icon

Categories were represented with pictures rather than icons in competitive products and that increases engagement

The Westwing collection, interior service and club sales were the least clicked in the app navigation bar.

Amazon has a similar promotion bar, but it’s only visible on the HomePage. It’s not part of the Header on all pages.

Wayfair has a Cart in the Header. Net-A-Porter has the My Account and the Cart in the Header. All other benchmarks have them in the tab bar.

Increased click rate on other products

More focus on high-performing categories

Increased attention on growth products – Westwing Studio, shop the look and neuigheiten

much cleaner look and feel