Redesigning Information Architecture for Wish’s 1.5 Million Merchants
Role: Product Designer
Company: Wish
Timeframe: Aug - Sep 2019
Background
Wish is a global e-commerce platform offering affordable products across various categories. It provides a personalized shopping experience through data-driven recommendations, flash sales, and an easy-to-use mobile app.
I worked there for a few months in 2019 on their merchant design team, focusing on improving the seller experience.
Problem
We received feedback from merchants that they often struggle to find the information they need. After conducting a thorough analysis of the current information architecture, I found it to be overwhelming, with 9 navigation bar items, 39 dropdown menu options, and 19 flyout items.
Additionally, the lack of a search functionality makes it difficult for users to quickly locate what they need, leading to frustration and inefficiency.
Process
Current IA Review
Design principles
Approach
The goal of this redesign is not merely to reduce the number of menu items but to enhance findability for users. Based on data from Baidu and Google Analytics, we aim to prioritize what’s important for sellers and make it more accessible to them.
Re Map Process
Updated Information Architecture
After remapping the navigation in Google Sheets, I began working on a diagram for easier communication. This remapping was based on analytics from weekly visits and our predefined design principles. Beyond reordering and regrouping, we also focused on the on-page content, as the existing header navigation lacked this feature. This omission hindered users’ ability to quickly see what they need and what’s relevant.
On-Page Content Reimagination
We decided to redesign the four main navigation elements and the homepage content to improve user experience. For instance, on the homepage, we retained the existing alerts and to-dos but added a performance graph to help merchants easily understand their sales.
Final Thoughts
This project at Wish was fascinating, involving a thorough review and reorganization of the merchant platform using data and design principles. It underscored the importance of user-centered design and effective information architecture.
The redesigned IA of the Wish Merchant Dashboard was handed over to the development team, with usability testing planned to mitigate risks associated with the new structure. The feedback from my design manager was positive, highlighting the value of our iterative process and collaborative efforts.