With initial research in the form of user interviews and an in-app survey we found our users were less likely to use the wishlist functionality in the app for list building purposes. Generally the customer was more comfortable adding products they liked to the bag and reviewing their list at the end of their session. They would most likely take a screenshot to remember products they like (or to share them).

With the feedback from our user interviews and in-app survey we could see that list building is important for mobile customers. Our customers were more comfortable using the bag to shortlist products because UI is fairly consistent across retailers. Although our wishlist does need refinement it was clear that we should prioritise optimising the bag UI due to it being the first port of call when our customers are shortlisting products.

Initially, I wanted to prioritise ease of access to the bag. Here I wanted to explore the idea of a true mini-bag that was able to showcase the contents of the bag no matter where the customer is in the app. This concept was an intentional break from the traditional UI patterns used by other retailers. Would providing something entirely different help or hinder our users ability to complete their goals?

A round of usability testing with our customers showed the concept was too far removed from a traditional tab bar. Some customers commented they would rather see a bag count than the actual products, and that the products in the mini bag bar were a distraction.