UI UX design
Wildberries: user's profile redesign
Project overview
UI UX design, Researcher
Re-design personal user's profile on wildberries.ru
Wildberries.ru is the largest Russian online retailer. The company processes 750,000 orders on average a day online.

Wildberries logo

To understand user's needs and problems I conducted 6 user interviews.
Active users not only of Wildberries.ru, but also competitors (Ozon, Lamoda). More than 4 purchases a month
25 - 50 years old
The social sections "My Looks," "My Reviews," and "My Friends" were not popular.
It was difficult to find the product return option. Users expect to see it in the "Order History" section.
There were no sub-categories in the 'Saved Items' section. Customers expected to see them.
Notifications about the availability of out-of-stock items were implemented as a separate section called the "Waiting List". This was confusing to users who expected it to be set up as notifications.
What were the key insights and approved hypotheses?
The problems
The main issue was tangled navigation and complex information architecture. The navigation menu had 23 items, some of which were rarely used, while others were redundant as they contained little to no content. It was challenging for users to find the necessary information (for example, how to process a product return).

The second important task was to add some new sections. It was crucial to make them noticeable and easily accessible for users.
Complex navigation and new functions
The information architecture before and after
The information architecture before and after
In addition to the main sections, I created a page in the personal account where I gathered entry points to all the main and important sections for users. On this main page, I included:
  • A block for product delivery (If there is a current delivery, it's important to inform the user about its status)
  • Favorite items (So the user doesn't forget about them and returns to make purchases)
  • Recurring purchases (Reminders about products the user orders from time to time)
  • Stories (To inform users about discounts and promotions, provide useful information, and give instructions)
I gathered the main information about orders, shopping cart, discounts, financial operations, and favorites, so the user can navigate to the corresponding sections.
Users monitored the percentage of non-returned purchases and discount, they used the table, but they didn't understand what the delivery cost depends on.
Discount and percentage of non-returned purchases
Visual display of the customer discount calculation system (before and after)
Visual display of the customer discount calculation system (before and after)
I filled the section with comprehensive information about customer discounts, the percentage and amount of purchased items, actions needed to increase the discount, and the possibilities of delivery without prepayment.
Customers didn't understand the difference between checking a product for defects (for exclusion in the purchase percentage) and returning an already purchased product. They often couldn't find the right section to submit a request. After discussing the inspection process itself, we combined all returns into one section, separating them and creating a step-by-step process with clear descriptions for customers.
Return of goods and checking for defects
Selecting a reason for the return, a list of requests, and their status in one section.
Other sections
I added custom folders and sorting options to the Favorites section.
The users can add and remove brands to Favorites.
The section was updated to include important information about purchased items, payment methods, bonuses, and delivery details. Digital products were moved to a separate subsection to make them easier to find.
The section displays all transactions related to purchases, including bonus point accruals, account deductions, and refunds.
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