The problem
• Users do not receive notifications or emails within the 15~30 day window (wait time between “shipped” and “delivered”)
• Users aren’t sure if orders are arriving on time or arriving at all.
• From user research, users deeply care about updates, which are mid-journey notifications not available in our shipping transactional email.
• Transactional Emails are more engaging than campaigns and other emails, an effective channel to drive engagement (CTR, +GMV) versus promotional emails. Improve our transactional performances therefore our is slightly below the industry benchmark however we have great potential for both engagement and customer retention.
• Users aren’t sure if orders are arriving on time or arriving at all.
• From user research, users deeply care about updates, which are mid-journey notifications not available in our shipping transactional email.
• Transactional Emails are more engaging than campaigns and other emails, an effective channel to drive engagement (CTR, +GMV) versus promotional emails. Improve our transactional performances therefore our is slightly below the industry benchmark however we have great potential for both engagement and customer retention.
Project objectives
The goal of this feature is to improve the visibility of transactional updates and provide upsell opportunities through email and notification channels. This includes notifying the status of the order for the main flow and unhappy paths so that users are aware of the order statuses in real-time. We want to provide users more visibility and confidence in their orders post-purchase.
The challenges
Internal organizational changes impacted the scope and timeline of this project. We juggled competing perspectives and contradictory guidance from high-level stakeholders after the project was well underway. To get all stakeholders to agree on a strategy, we brought everyone into one (virtual) room and presented the work we’ve done so far and our recommendation for moving forward that was best for both the business and the customer experience.
The process
I was the lead designer on redesigning Wish’s transactional emails including order placed, order processed, ordered shipped, last mile carrier, and order delivered. I gathered research on competitor analysis and assembled information to understand Wish’s fulfillment process from the logistic side. I built the email components strategically to be scalable so that they can be repurposed for other emails.
Collaborator
Lead designer: Jimmy Vongsamphanh
UX writer: Lauren Kwan
Product managers, engineers, UX research, and QA
Updated email with Wish new rebrand
Email re-design with old branding
Old email design
Competitor analysis
Design systems
Shipping email flows
