Wish Fashion
Wish needed a focused fashion experience for value-conscious shoppers — the general marketplace pattern of endless scroll and low-context product cards wasn't working for fashion intent. As a lead designer on Women's Fashion (0 → 1), I worked with a small team to bring discovery, trust, and inspiration into a single experience.
Team
Date
Style in Action
Video based discovery to provide users with rich context on style, fit and quality on Wish fashion products. This feature led to 20% increase in user retention.
Curated Collections
Product discovery through curated collections. Introduced thematic groupings — occasion-based, trend-based, and stylist-curated — with intuitive entry points from the homepage and fashion category landing page.
Details to Purchase
Structured hierarchy and context-aware cross-sell to help users make purchase decisions quickly and confidently.
Impact
95%
Engagement in the first week after launching collections
2.1×
Increase in products viewed per session with video-based discovery
78%
Higher add-to-cart rate from cross-sell and collections