Wishlist Collections — Myntra

Organize your wishlist into groups with collections.

Background

• What is Myntra?
  Myntra is India’s largest online shopping platform for Fashion & Lifestyle products. Fashion Expert brings a variety of footwear, Clothing, Accessories, and lifestyle products to its users and aims at providing a hassle-free and enjoyable shopping experience.
• What is a Wishlist?
  A wishlist is a feature that allows users to save products while browsing and shortlisting from a large catalog for future reference.

Research

We conducted user interviews to understand users’ shopping patterns and their journey in shortlisting products.

Problems identified

1. Users use wishlist for both short-term and long-term shortlisting.
2. In short-term shortlisting, users shortlist products for their current intent and make the purchase within the next few sessions.
3. In long-term shortlisting, users are shortlisting items to buy them in the future for various purposes. eg. for a friend's wedding, daily browsing, and wishlisting for Sales, for the upcoming season (summer/winter), etc.
4. The cluttered wishlist makes it harder for heavy wishlist users to search for relevant items in the wishlist.
5. So, when they are wishlisting for all the purposes together, it gets very hard for users to find these products when it is time for them to buy because of the clutter.

Problem Statement

Helping users organize their wishlist into groups (collections) so that the items can be easily found in the future according to their need.

Business Goal

By decluttering the wishlist and by making the shortlisting process easier, we are trying to increase the conversion rate and RPU from the wishlist.

Guardrail

Create a new way to shortlist and save without disrupting the current flow of shortlisting as a lot of people use wishlist daily for shortlisting and we don’t want them to get confused.

Collections

A collection is a group of items saved by the users for a particular purpose that can be found easily in the future.

How to Create Collections

There are three ways in which collections can be created.

Creating collection while browsing

The users can create collections and add items to collections while saving items from the product list pages.

• When a user saves/wishlists an item, the user will get an option to add that item to a collection or create a new one.
• The items will exist in both the wishlist and the collection.
• Adding a second item to the wishlist will automatically add that item to the last selected collection. Users can either remove or change the collection if they wish to do so.
• This behavior will only continue until the current app session. If the user restarts the app, the app will again ask users to choose the collection.

The above decisions were taken assuming that a user buys clothes for one particular purpose in a session.

Creating Collection from Wishlist

Users can select items from the wishlist and create collections out of it. This will allow users to organize their already existing wishlist.

Creating Collection from the Collection page

Users can create a collection from the collection page and then add items to it from the wishlist.

Next Steps

Things coming up for collections in the future.

• Sharing collections and getting Feedback: Users will be able to share these collections with their friends and family and get feedback on the app itself which will help them in choosing the right items
• Influencers Created Collection: Fashion experts and influencers will be able to share their collections with the public to help them choose the right clothes for them
• Myntra Curated Collection: Myntra will create personalized collections for users based on their preferences and past behavior as an alternate way of discovery.