Gamifying the "Wishlist" to Drive Social Commerce
Автор: Boris Tuch · 2026
Задача: Users were adding items to their wishlists but rarely purchasing them or sharing them with friends. The goal was to design a social feature that turns the wishlist into a collaborative "Vision Board" for events (like weddings or birthdays).
Решение: I redesigned the wishlist as a "Board" (similar to Pinterest). Users can invite friends to "Co-Create" the board, allowing them to suggest items and vote on favorites. I introduced a "Group Gifting" checkout flow where multiple users can contribute funds to a single item.
Результат: Social engagement increased by 300% within the first month of release. Conversion rate from wishlist to purchase for events rose to 45%. The feature generated 15% more organic traffic via social shares.