Re-building trust with intentional design.
Project
Wish Re-brand, Guidelines, GTM & Site Refresh.
Role
Strategy Lead.
Challenge
Wish famously cut out the middleman and connected online shoppers with a treasure trove of products. Anything you could think of, you could Wish. But the site quickly grew infamous after bad-actor merchants overshadowed the entertaining scroll. Poor delivery times and bad quality products became Wish’s reputation. After Wish cleaned up their merchant roster, they tasked Huge with a re-brand and site refresh that made the brand feel credible again.
From Crap Shoot
to Treasure Trove.
To unlock our lead insight, we went straight to the source to understand what Wish prospects loved, and didn’t about the site. What we found was simple but inspiring — shoppers wanted to feel surprised on their hunt. And unlike Amazon or Walmart, shoppers could go to Wish with no objective in mind and let the rabbit hole lead them to a purchase.
Designers worked off of the task “make Wish feel intentionally surprising” — a call for the brand to inject this beloved, entertaining element of surprise into an identity and experience. We ultimately created an interaction with the brand and product that led to endless discovery within a wonderland of products.
