Westwing - Improving the Shop Navigation
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.
Current Data available on category icons and mobile navigation bar
Distribution of clicks in the mobile Header (web)
A few Competitive analysis on similar products
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
Key observations from benchmarks and data collected
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
Based on these observations these are some wireframes suggested
High fidelity Result of research and A/B testing
Some wins from this sprint
More focus on high-performing categories
Increased attention on growth products – Westwing Studio, shop the look and neuigheiten
much cleaner look and feel
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Posted Sep 16, 2023
The current approach limited customer exploration. This inadvertently led to suboptimal customer experiences and impacted GMV.
