Increasing Wishlist engagement and revenue through surfacing Wishlist on home for PC and handheld players.
Problem/opportunity
Wishlist allow players to save games they are interested in for another time or for sale and release notifications.
Only 0.2% of PC players on the Xbox app buy from their wishlist today.
Wishlist is valuable for intent but underutilized on PC because it's hidden from players.
47% of orders by wishlist purchasers are sourced from wishlist.
When players do use wishlist, it’s strongly tied to purchase.
Wishlists connect players to platforms to publishers.
Wishlists are a vital part of the player discovery journey and a strategic tool for publishers to gauge interest and secure funding for games still in development.
Hypothesis
Surfacing Wishlist on the player’s homepage makes it easier for players to track and act on their interests, which increases engagement and drive revenue.
Overall, we are also looking to make the Xbox home more of the player’s own space, and bringing their wishlist home is a great first step.
Xbox ecosystem patterns and UR insights.
Learning from existing console experiences
Wishlist channel on console is successful in driving wish list engagement, reducing effort required for players to re-discover games they already saved.
Key details within on an overview card makes it easy for players to keep track of sales and updates on wishlisted games.
Design process
Channel layout and styling
We already have channel templates we could utilize but while they meant less dev work, we wouldn't be able to highlight key details like # of games on sale.
Through exploring layouts and UI of the additional detail section within the channel, we were able to decide the right amount of details and functionality with the L1.
Background
Because the UI of the Xbox app today is focused on providing a solid base for games to shine, we often lack delight and color in the experience. We saw an opportunity to evolve the brand and focus on what we want to convey and in this case – wishing upon a star.
Midjourney based on prompts “background, wishes, darker, shooting stars, minimal, gradients”
Mockup sent to Marketing/Editorial as inspiration.
Awesome custom art created for Wishlists!
Empty state
Another pain point of wishlisting is that players don’t know how to wishlist easily in the L1. We saw an opportunity to teach players about wishlists and wishlisting in the empty state.
Conclusion
Through a 1 month experiment, we saw increase in Wishlist engagement and game sale revenue.
Players were starting to clean up their wishlist that they had forgotten about, and saving new interests. They were also better engaged with sales, and buying new games to play.
