COMMERCE + PRODUCT BEHAVIOR / FEATURED CASE STUDY

Making Save for Later impossible to miss.

Shoppers had to sign in and choose product details before saving. I worked with Analytics to identify the opportunity, then led a designer through a redesign that let guests save immediately.

ROLE: Initiative lead: opportunity, research synthesis, product strategy, and design direction
SCOPE: PLP, PDP, navigation, saved list, cart handoff
PARTNERS: Product designer, Product, Engineering, Analytics, Marketing
LAUNCH: September 2025

4×weekly users2,500 → 10,000+

+152%attributed revenuepost-launch growth

3.1×adoption rate0.23% → 0.71%

+207%purchasers27K → 82K

THE SIGNAL / PRIMARY EVIDENCE

Shoppers who used Save for Later converted at a high rate.

The old flow required an account before someone could save a product they were still considering.

I recommended letting guests save first, with sign-in available to keep the list longer.

Before redesign: saving an item required the shopper to sign in or create an account — BEFORE / ACCOUNT REQUIRED BEFORE SAVING

After redesign: the item is saved immediately and sign-in is offered only to extend persistence — AFTER / SAVE FIRST, SIGN IN TO EXTEND

SUPPORTING EVIDENCE / FIVE-BRAND BENCHMARK

Five-brand benchmarking supported saving during browsing.

I compared how five brands handled discovery, saving, and return visits. Useful patterns included visible hearts, guest saving, and optional sign-in.

SWATCH Save for Later benchmark slide — 01 / SWATCH

FWRD Save for Later benchmark slide — 02 / FWRD

TECOVAS Save for Later benchmark slide — 03 / TECOVAS

GYMSHARK Save for Later benchmark slide — 04 / GYMSHARK

NIKE Save for Later benchmark slide — 05 / NIKE

COMPARATIVE MATRIX Save for Later benchmark slide — 06 / COMPARATIVE MATRIX

THE RECOMMENDATION

Lower the barrier. Make saving part of browsing.

I recommended visible save actions on listing and product pages, with sign-in optional.

01SIGNAL
Intent appeared before commitment.
Benchmarking showed that saving worked best when it was visible during discovery, not buried behind an account.
02DECISION
Let people save first.
Remove sign-in as the opening move and place the action where shoppers naturally compare products.
03BEHAVIOR
Remembering becomes part of browsing.
The experience preserves intent across sessions and gives shoppers a clear path back when they are ready.

Benchmark recommendation showing the opportunity to make Save for Later easier to discover and use

01 / CHANGE THE BEHAVIOR

Save without signing in or choosing a size.

Guests can tap the heart and keep shopping.

We added Save for Later directly to the PLP, made the PDP action visible beside Add to Bag, clarified navigation, and kept the saved list useful for returning shoppers.

Guests could save immediately and keep the list on their device for seven days. Sign-in was offered only when they wanted their favorites to persist longer.

Discover on the PLP: Save for Later shown directly on Ariat product cards

Save without committing: Save for Later positioned beside Add to Bag on the product page

Return with context: a saved product retained with its details and Add to Bag action

02 / MEASURE THE CHANGE

Use and attributed revenue grew after launch.

I worked with Analytics to track adoption, add-to-cart behavior, and attributed revenue. Weekly use grew without a sustained decline in add-to-cart activity.

WEEKLY USERS4×

BEFORE~2,500

AFTER10,000+

ATTRIBUTED REVENUE+152%

BEFOREBASELINE

AFTER2.52×

POST-LAUNCH ANALYSIS THROUGH FEBRUARY 16, 2026. DIRECTIONAL READ: NO TRUE A/B TEST; HOLIDAY AND CUSTOMER-MIX EFFECTS CONSIDERED.

THE EXPERIENCE / DESKTOP HANDOFF

Return to the saved list when you’re ready to buy.

The saved list lets shoppers return to products and move them into the bag.

Ariat Saved for Later experience showing saved products, persistence guidance, and paths back to purchase — THE RETURN PATH / SAVED INTENT REMAINED USEFUL UNTIL THE SHOPPER WAS READY