Goal

Increase awareness and adoption of the new multiple wishlist feature among heavy users.​

 

Result

• 683% increase in the number of wishlists created.

• 26% of users now use multiple wishlists (up from 6%).

 

Problem
This project began with the development of the multiple wishlists feature. A survey revealed that 39% of users wanted a "subfolder" within their wishlist. It was also one of the most requested features in the App and Play Stores. One user summed it up perfectly:

"I have 150 items on my wishlist, and it's getting very difficult to keep an overview."

After analyzing user data, we confirmed that many users had enough saved products to justify this feature. However, awareness of the feature was a major barrier. One app store review highlighted the issue:

"I love this feature, but I didn't know about it!"

Data validated this problem:

• Only 6% of users were using multiple wishlists.

• Even among users with over 20 wishlist items—those who would benefit most—only 17% used the feature.

The existing user flow was likely the main barrier to feature adoption. Users with more than one wishlist were shown a bottom sheet to select a wishlist when saving a product. However, users with only one or no wishlists saw a small, easily overlooked toast notification suggesting they create another wishlist. This message disappeared without interaction, failing to capture attention.

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Approach
During team discussions, onboarding tutorials were suggested. However, I believe onboarding dialogs are better suited for complex products.In a shopping app, features should feel intuitive and appear contextually—when users need them.

Instead of introducing new designs, I focused on a simple, data-driven solution worth testing before committing more resources.

I analyzed user behavior to identify when the feature would be most helpful without becoming intrusive. Data revealed that:

• 65% of users added only 1 item per session, and 85% added about 1.7 items. With this low number of products saved per session, showing the bottom sheet each time didn’t run the risk of becoming annoying.

• Numbers showed that the percent of users creating a second wishlist started steadily increasing when they had 6 or more products saved: 

  • 0.84% of users with 3–5 items had a second list: 

  • 2.3% of users with 6–10 items created a second list.

  • 5.5% with 11–20 items had a second list.

  • 17% with 20+ items had a second list.

Using this insight, I made a small but impactful change: users with more than 6 items on their wishlist were now shown the bottom sheet to encourage creating a new wishlist.

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Outcome
The results exceeded expectations:

• 683% increase in the number of wishlists created.

• Multiple wishlist usage rose from 6% to 26%.

Power users who discovered the feature left positive feedback in the app stores:

"My favorite app for price comparisons. I think the introduction of several wishlists is amazing."