Bol

At bol, millions of customers saved products to their wishlist, but the majority forgets about them. The wishlist feature was widely used, but we didn't fully understand why people saved products or what could bring them back. The problem wasn't getting customers to use the wishlist. They were already showing intent by saving products. The question was what happened after that. I worked in a cross-functional team with a product manager, product analyst and four engineers. We combined customer research with behavioural data to understand how people used the wishlist and what they were trying to achieve. We found different motivations, from keeping an eye on prices and comparing products to planning purchases, gifting and recurring needs. I led the design exploration and turned these insights into different concepts and experiments. Instead of working towards one big solution, we tested ideas through onboarding, notifications, new entry points, badges and reminders. Each experiment helped us understand more about what made customers return to their saved products. Over nine months, we ran 14 experiments. The work changed how we looked at the wishlist. Instead of a place where customers simply stored products, it could actively help them return to products they were already interested in. One of the experiments generated over €10 million in GMV and is now integrated into the bol homepage. The work helped turn the wishlist into a re-engagement tool that drives return visits and conversion.