The Newsfeed (PROCESS)
Designing the Newsfeed was part of a bigger design challenge of getting 28-36 year old female shoppers to use Wanelo more.
Understand an older demographic of female shoppers to inform product development choices, specifically around curation and narrative.
• 28 - 36 year old women
• Married or single
• No kids
• Enjoys shopping
• Spends a fair amount of money and time doing so.
We conducted in-depth interviews with 8 women based in SF.
Narratives help drive discovery and interest. They gravitate towards products, brands, and stores with “depth”, i.e. ones that provoke the imagination, have a great backstory or point of view, or that enable them to tell a story.
Our existing feeds were algorithm-based, they did have the uniqueness that comes with a person telling a story. We chose a few users who had interesting profiles, and asked them to come up with stories using a combination of photos of themselves and products on Wanelo. We then put all these stories into one feed, and added a "Wanelo model" label to the users' profiles.
The newsfeed is the most social feed in the app, and has a dedicated following. We are still working on building a large enough community around it before promoting it to the main home screen.