<aside> <img src="/icons/location_green.svg" alt="/icons/location_green.svg" width="40px" /> Overview: Amala Earth, an ethical marketplace for sustainable products, aims to create an intuitive and seamless shopping experience. However, data insights revealed that users were browsing products but hesitating to either add them to the cart or save them to the wishlist. A series of small yet strategic UX enhancements resulted in a 25**% increase in conversion rates and wishlist additions**. This case study outlines the research, strategy, execution, and impact of these changes.

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1. Problem:

<aside> While Amala Earth had a well-structured product listing and detail pages, we were not achieving the anticipated rate of engagement and purchase conversions from Wishlist.

Low conversion rates: Many users viewed products but did not proceed to checkout.
Underutilized wish list feature: The wish list option was present but rarely used, missing an opportunity to re-engage users.
Unclear price visibility: Discounted prices were not standing out, reducing the urgency to buy.
Weak visual hierarchy: Users did not notice key CTAs (Call-to-Actions) like "Add to Cart" and "Wishlist" easily on Product card therefor hardly landed to wish list page

These insights indicated friction in the user journey, prompting the need for minor but impactful UX improvements.

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2. Objective:

<aside> Goals/Target

We want to increase the wish list additions as well as the wish list to purchase conversions.
Improving the Wishlist Feature
CTA Button Enhancements: On product cards to better visibility
Success Metrics: Increase in wish list clicks by 20%
Increase in conversion rate by 15% from wish list to purchase.
Improve the User Experience </aside>

3. Current screens:

          **Product Card**                                                                                          **Wishlist page**

BEFORE product card.png

before wishlist.png

Major Drawbacks in Product card	Major Drawbacks in Wish list page
Smaller "Add to Cart" Button: The button was less prominent, making it harder for users to take action quickly.	List View Layout: The wishlist items were displayed in a vertical list format, which required more scrolling.
Wishlist Icon Visibility: The heart icon blended into the background and didn’t stand out enough.	Limited Visual Appeal: The UI lacked a visually engaging card-based design, making it less appealing.
Cluttered Price Display: The discount percentage was cut off ("6%..."), making it unclear.	Limited CTAs (Call-to-Actions): Only "Remove" and "Add to Cart" options were available, restricting user actions.

4. Target Audience:

User Persona: Regular online shoppers, sustainability enthusiasts, repeat customers.
Market Segment: E-commerce, sustainability-focused consumers.

5. Data Analysis

Data analysis of sessions, users and wishlisted products: