Shopping View
Designed the Yahoo Mail's new Shopping View, providing users with a more functional and organized inbox to manage and utilize their commercial emails.
Duration
4 months
Mar-Aug 2021
Contribution
Concept Design
User Experience
Platform
Native app (iOS, Android)
Team
Melissa Bica / UX Researcher
Kaivalya Gandhi / Product Manager
Olivia Han / Product Designer
Chris Royer / Design Director
How did it start?
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Opportunity
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Yahoo Mail has the vision to be an organized inbox for every kind of user - communicators, spenders, savers, and shoppers. Over 50% of Yahoo Mail’s 5 Million users engaged with commercial emails regularly (150M daily). but the product is not best supporting these needs. Also, for brands, inbox is one of the most frequently used marketing channels for advertisements.
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Approach
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The projects covered end-to-end processes from generative research, concept testing to design implementation. Led by one product manager, researcher, and a product designer(me!), the team started off understanding user pain points and concept testing through multiple prototypes. Including total 8 iterations on concept designs, the final design was delivered in August 2021, and the feature went alive in the following month.
Goal
How can Yahoo Mail optimize itself for shopping-focused users and transform the inbox into a commercial-first experience?
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Pain Points
Placeholder
Below are the user problems we found through out during Phase 1 & Phase 2. These problems were the center of the design features we came up for the final iteration.
Placeholder
So, how does the final design look like?
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Summary
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Picture this: your inbox becomes a delightful shopping haven tailored just for you. Say goodbye to browsing hassles as you effortlessly explore shopping emails from different brands and categories, all within your inbox. This transformation solves user problems and brings heaps of benefits for both shoppers and brands.
Placeholder
Highlight #1: Shopping emails on separate tab
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Focus
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To help users organize inbox
Placeholder
What's Done
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Created new Shopping view as a hub for all commercial emails
Placeholder
User manages favorite brands to personalize the view prioritize
DYNAMIC ONBOARDING BADGE
Prompt to manage favorites
manage favorites
Placeholder
Highlight #2 Browse emails by categories
Placeholder
What's Done
Placeholder
Added filters allowing users to sort their emails by different categories
Placeholder
Categories include the most popular types of email based on our user research: Dining, Clothing, Home, Electronics, Travel, Beauty, Health, Sports, Hobbies, and Entertainment.
Placeholder
Hypothesis
Placeholder
Help users browse their emails more efficiently as they are receiving multiple commercial emails daily
filter module
when filtered by 'dining' category
Placeholder
Highlight #3: Two viewing modes
Placeholder
What's Done
Placeholder
Added List and Preview Mode
Placeholder
Hypothesis
Placeholder
Preview mode will allow users to quickly glimpse through the email without tapping into the Message Read view.
The visuals presented in the Preview Mode will give enough information for users to decided whether they want to shop or learn more about the email.
Having the Shop now CTA placed on top will give easy access to users to continue their shopping interest.
List view mode
preview mode
Placeholder
Highlight #4: Finite end feed
Placeholder
What's Done
Placeholder
After all the email received was scrolled through, users are able to mark all as read quickly or back to the top to browse again
Placeholder
Hypothesis
Placeholder
This feature will allow users to keep track of the commercial messages
The quick Mark all above as read will be a convenient way to organize their inbox, as this will help users to manage the new messages they receive at daily basis
prompt appears as user reaches the end of new messages
Placeholder
Highlight #5: Consolidated commercial features
Placeholder
What's Done
Placeholder
Brands shortcuts which used to live under Inbox is moved to Shopping tab
Placeholder
Hypothesis
Placeholder
Having dispersed featured put under connected UX will have better access for users to manage their commercial emails
DYNAMIC ONBOARDING BADGE
shortcut modal when tapped
How did it perform?
Placeholder
Metrtics
Placeholder
We measured the performance throughout the initial 3 month after launching. Below are the metrics set from product roadmap.
Placeholder
Engagement & Retention
Placeholder
Visit frequency, visit intensity, overall message opens
Placeholder
Outbound monetized clicks
Placeholder
Indirectly measure commerce revenue growth, average daily revenue, and average order value
Placeholder
View adoption
Placeholder
Directly measure conversion and retention of view in bottom bar
Placeholder
Results
Placeholder
Following is the key stats based on analyzing week-over-week engagement and retention, as of the end of Dec 2021:
Placeholder
Placeholder
User Feedback
Placeholder
We conducted user survey through embedded module and research. Around 75% of users submitting feedback have indicated a positive response (Always / Somestimes) when asked if they found the features in the view helpful.
Feedback module in shopping view
user answers 'Yes'
user answers 'no'
user answers 'someitmes'
Placeholder
More Insights
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Emails are the most interacted element in the Shopping View followed by Search and Filters
Placeholder
30-50k email opens have occurred from Shopping View weekly on average since launch
Placeholder
Most interaction occur in the top 10 email positions in the list
Placeholder
Previews were not as discoverable as initially hypothesized
Placeholder
Affiliate clicks was lower than expected, but shows gradual increase in engagement month-over-month increase.
What's the next step?
Placeholder
Address immediate pain points
Placeholder
Enhance overall discovery points of Shopping view other than dynamic badge system
Improve UI to surface preview mode for users to find the feature more easily
Placeholder
Improve Search experience to accommodate commercial use cases
Placeholder
Based on user feedback, Search is found as one of the most frequently engaging experience even within Shopping View. Currently Search experience is cater to Inbox. We might want to add commercial shortcut in the search experience.
Placeholder
Leverage existing commercial ecosystem
Placeholder
Yahoo Mail has dispersed features that support better commercial experience. We have Top of Message feature that gives update any package tracking. We can incorporate those features more seamlessly with the Shopping view
Placeholder
More new features to explore
Placeholder
Dive in more use cases where emails support users’ commercial experience. Receipt tracking is one of them.
Shopping View
Designed the Yahoo Mail's new Shopping View, providing users with a more functional and organized inbox to manage and utilize their commercial emails.
Please view on desktop to see the details.
Duration
4 months
Mar-Aug 2021
Contribution
Concept Design
User Experience
Platform
Native app (iOS, Android)
Team
Melissa Bica / UX Researcher
Kaivalya Gandhi / Product Manager
Olivia Han / Product Designer
Chris Royer / Design Director
How did it start?
Placeholder
Opportunity
Placeholder
Yahoo Mail has the vision to be an organized inbox for every kind of user - communicators, spenders, savers, and shoppers. Over 50% of Yahoo Mail’s 5 Million users engaged with commercial emails regularly (150M daily). but the product is not best supporting these needs. Also, for brands, inbox is one of the most frequently used marketing channels for advertisements.
Placeholder
Placeholder
Approach
Placeholder
The projects covered end-to-end processes from generative research, concept testing to design implementation. Led by one product manager, researcher, and a product designer(me!), the team started off understanding user pain points and concept testing through multiple prototypes. Including total 8 iterations on concept designs, the final design was delivered in August 2021, and the feature went alive in the following month.
Goal
How can Yahoo Mail optimize itself for shopping-focused users and transform the inbox into a commercial-first experience?
Placeholder
Pain Points
Placeholder
Below are the user problems we found through out during Phase 1 & Phase 2. These problems were the center of the design features we came up for the final iteration.
Placeholder
So, how does the final design look like?
Placeholder
Summary
Placeholder
Picture this: your inbox becomes a delightful shopping haven tailored just for you. Say goodbye to browsing hassles as you effortlessly explore shopping emails from different brands and categories, all within your inbox. This transformation solves user problems and brings heaps of benefits for both shoppers and brands.
Placeholder
Highlight #1: Shopping emails on separate tab
Placeholder
Focus
Placeholder
To help users organize inbox
Placeholder
What's Done
Placeholder
Created new Shopping view as a hub for all commercial emails
Placeholder
User manages favorite brands to personalize the view prioritize
DYNAMIC ONBOARDING BADGE
Prompt to manage favorites
manage favorites
Placeholder
Highlight #2 Browse emails by categories
Placeholder
What's Done
Placeholder
Added filters allowing users to sort their emails by different categories
Placeholder
Categories include the most popular types of email based on our user research: Dining, Clothing, Home, Electronics, Travel, Beauty, Health, Sports, Hobbies, and Entertainment.
Placeholder
Hypothesis
Placeholder
Help users browse their emails more efficiently as they are receiving multiple commercial emails daily
filter module
when filtered by 'dining' category
Placeholder
Highlight #3: Two viewing modes
Placeholder
What's Done
Placeholder
Added List and Preview Mode
Placeholder
Hypothesis
Placeholder
Preview mode will allow users to quickly glimpse through the email without tapping into the Message Read view.
The visuals presented in the Preview Mode will give enough information for users to decided whether they want to shop or learn more about the email.
Having the Shop now CTA placed on top will give easy access to users to continue their shopping interest.
List view mode
preview mode
Placeholder
Highlight #4: Finite end feed
Placeholder
What's Done
Placeholder
After all the email received was scrolled through, users are able to mark all as read quickly or back to the top to browse again
Placeholder
Hypothesis
Placeholder
This feature will allow users to keep track of the commercial messages
The quick Mark all above as read will be a convenient way to organize their inbox, as this will help users to manage the new messages they receive at daily basis
prompt appears as user reaches the end of new messages
Placeholder
Highlight #5: Consolidated commercial features
Placeholder
What's Done
Placeholder
Brands shortcuts which used to live under Inbox is moved to Shopping tab
Placeholder
Hypothesis
Placeholder
Having dispersed featured put under connected UX will have better access for users to manage their commercial emails
DYNAMIC ONBOARDING BADGE
shortcut modal when tapped
How did it perform?
Placeholder
Metrtics
Placeholder
We measured the performance throughout the initial 3 month after launching. Below are the metrics set from product roadmap.
Placeholder
Engagement & Retention
Placeholder
Visit frequency, visit intensity, overall message opens
Placeholder
Outbound monetized clicks
Placeholder
Indirectly measure commerce revenue growth, average daily revenue, and average order value
Placeholder
View adoption
Placeholder
Directly measure conversion and retention of view in bottom bar
Placeholder
Results
Placeholder
Following is the key stats based on analyzing week-over-week engagement and retention, as of the end of Dec 2021:
Placeholder
Placeholder
User Feedback
Placeholder
We conducted user survey through embedded module and research. Around 75% of users submitting feedback have indicated a positive response (Always / Somestimes) when asked if they found the features in the view helpful.
Feedback module in shopping view
user answers 'Yes'
user answers 'no'
user answers 'someitmes'
Placeholder
More Insights
Placeholder
Emails are the most interacted element in the Shopping View followed by Search and Filters
Placeholder
30-50k email opens have occurred from Shopping View weekly on average since launch
Placeholder
Most interaction occur in the top 10 email positions in the list
Placeholder
Previews were not as discoverable as initially hypothesized
Placeholder
Affiliate clicks was lower than expected, but shows gradual increase in engagement month-over-month increase.
What's the next step?
Placeholder
Address immediate pain points
Placeholder
Enhance overall discovery points of Shopping view other than dynamic badge system
Improve UI to surface preview mode for users to find the feature more easily
Placeholder
Improve Search experience to accommodate commercial use cases
Placeholder
Based on user feedback, Search is found as one of the most frequently engaging experience even within Shopping View. Currently Search experience is cater to Inbox. We might want to add commercial shortcut in the search experience.
Placeholder
Leverage existing commercial ecosystem
Placeholder
Yahoo Mail has dispersed features that support better commercial experience. We have Top of Message feature that gives update any package tracking. We can incorporate those features more seamlessly with the Shopping view
Placeholder
More new features to explore
Placeholder
Dive in more use cases where emails support users’ commercial experience. Receipt tracking is one of them.
Shopping View
Designed the Yahoo Mail's new Shopping View, providing users with a more functional and organized inbox to manage and utilize their commercial emails.
Duration
4 months
Mar-Aug 2021
Contribution
Concept Design
User Experience
Platform
Native app (iOS, Android)
Team
Melissa Bica / UX Researcher
Kaivalya Gandhi / Product Manager
Olivia Han / Product Designer
Chris Royer / Design Director
How did it start?
Placeholder
Opportunity
Placeholder
Yahoo Mail has the vision to be an organized inbox for every kind of user - communicators, spenders, savers, and shoppers. Over 50% of Yahoo Mail’s 5 Million users engaged with commercial emails regularly (150M daily). but the product is not best supporting these needs. Also, for brands, inbox is one of the most frequently used marketing channels for advertisements.
Placeholder
Placeholder
Approach
Placeholder
The projects covered end-to-end processes from generative research, concept testing to design implementation. Led by one product manager, researcher, and a product designer(me!), the team started off understanding user pain points and concept testing through multiple prototypes. Including total 8 iterations on concept designs, the final design was delivered in August 2021, and the feature went alive in the following month.
Goal
How can Yahoo Mail optimize itself for shopping-focused users and transform the inbox into a commercial-first experience?
Placeholder
Pain Points
Placeholder
Below are the user problems we found through out during Phase 1 & Phase 2. These problems were the center of the design features we came up for the final iteration.
Placeholder
So, how does the final design look like?
Placeholder
Summary
Placeholder
Picture this: your inbox becomes a delightful shopping haven tailored just for you. Say goodbye to browsing hassles as you effortlessly explore shopping emails from different brands and categories, all within your inbox. This transformation solves user problems and brings heaps of benefits for both shoppers and brands.
Placeholder
Highlight #1: Shopping emails on separate tab
Placeholder
Focus
Placeholder
To help users organize inbox
Placeholder
What's Done
Placeholder
Created new Shopping view as a hub for all commercial emails
Placeholder
User manages favorite brands to personalize the view prioritize
DYNAMIC ONBOARDING BADGE
Prompt to manage favorites
manage favorites
Placeholder
Highlight #2 Browse emails by categories
Placeholder
What's Done
Placeholder
Added filters allowing users to sort their emails by different categories
Placeholder
Categories include the most popular types of email based on our user research: Dining, Clothing, Home, Electronics, Travel, Beauty, Health, Sports, Hobbies, and Entertainment.
Placeholder
Hypothesis
Placeholder
Help users browse their emails more efficiently as they are receiving multiple commercial emails daily
filter module
when filtered by 'dining' category
Placeholder
Highlight #3: Two viewing modes
Placeholder
What's Done
Placeholder
Added List and Preview Mode
Placeholder
Hypothesis
Placeholder
Preview mode will allow users to quickly glimpse through the email without tapping into the Message Read view.
The visuals presented in the Preview Mode will give enough information for users to decided whether they want to shop or learn more about the email.
Having the Shop now CTA placed on top will give easy access to users to continue their shopping interest.
List view mode
preview mode
Placeholder
Highlight #4: Finite end feed
Placeholder
What's Done
Placeholder
After all the email received was scrolled through, users are able to mark all as read quickly or back to the top to browse again
Placeholder
Hypothesis
Placeholder
This feature will allow users to keep track of the commercial messages
The quick Mark all above as read will be a convenient way to organize their inbox, as this will help users to manage the new messages they receive at daily basis
prompt appears as user reaches the end of new messages
Placeholder
Highlight #5: Consolidated commercial features
Placeholder
What's Done
Placeholder
Brands shortcuts which used to live under Inbox is moved to Shopping tab
Placeholder
Hypothesis
Placeholder
Having dispersed featured put under connected UX will have better access for users to manage their commercial emails
DYNAMIC ONBOARDING BADGE
shortcut modal when tapped
How did it perform?
Placeholder
Metrtics
Placeholder
We measured the performance throughout the initial 3 month after launching. Below are the metrics set from product roadmap.
Placeholder
Engagement & Retention
Placeholder
Visit frequency, visit intensity, overall message opens
Placeholder
Outbound monetized clicks
Placeholder
Indirectly measure commerce revenue growth, average daily revenue, and average order value
Placeholder
View adoption
Placeholder
Directly measure conversion and retention of view in bottom bar
Placeholder
Results
Placeholder
Following is the key stats based on analyzing week-over-week engagement and retention, as of the end of Dec 2021:
Placeholder
Placeholder
User Feedback
Placeholder
We conducted user survey through embedded module and research. Around 75% of users submitting feedback have indicated a positive response (Always / Somestimes) when asked if they found the features in the view helpful.
Feedback module in shopping view
user answers 'Yes'
user answers 'no'
user answers 'someitmes'
Placeholder
More Insights
Placeholder
Emails are the most interacted element in the Shopping View followed by Search and Filters
Placeholder
30-50k email opens have occurred from Shopping View weekly on average since launch
Placeholder
Most interaction occur in the top 10 email positions in the list
Placeholder
Previews were not as discoverable as initially hypothesized
Placeholder
Affiliate clicks was lower than expected, but shows gradual increase in engagement month-over-month increase.
What's the next step?
Placeholder
Address immediate pain points
Placeholder
Enhance overall discovery points of Shopping view other than dynamic badge system
Improve UI to surface preview mode for users to find the feature more easily
Placeholder
Improve Search experience to accommodate commercial use cases
Placeholder
Based on user feedback, Search is found as one of the most frequently engaging experience even within Shopping View. Currently Search experience is cater to Inbox. We might want to add commercial shortcut in the search experience.
Placeholder
Leverage existing commercial ecosystem
Placeholder
Yahoo Mail has dispersed features that support better commercial experience. We have Top of Message feature that gives update any package tracking. We can incorporate those features more seamlessly with the Shopping view
Placeholder
More new features to explore
Placeholder
Dive in more use cases where emails support users’ commercial experience. Receipt tracking is one of them.
What's the next step?
Contact
oliviahan.design@gmail.com
© 2024
Contact
oliviahan.design@gmail.com
© 2024
Contact
oliviahan.design@gmail.com
© 2024