Practical Product Discovery

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Practical Product Discovery

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The Wirecutter, a New York Times venture, saw an opportunity to shift from being an almost exclusively search-driven review site to a much more discovery-oriented online shopping experience. In a world where readers often search for the “best” item they know they want, how might we help people discover and consider products that practically improve their lives?

 
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Challenge

  • Determine reader needs around discovering products and the appetite to interact with Wirecutter beyond search reviews

  • Prototype a series of product experiences that drive discovery and the in-use application of new products

  • Craft a functioning Alpha prototype and longer-term product strategy for full experience integration

 
 
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Insights and Inspiration

  • Discovery becomes more resonant when we connect readers to familiar use cases (e.g. known and new activities, in-progress life events, gift-giving)

  • Discovery must afford a balance between control (where readers lead and navigate) and guidance (where Wirecutter does the work).

  • Don’t mess with what makes Wirecutter special: editorial perspective and hierarchy really matter to readers

  • Discovery becomes actionable when tied to concrete savings

  • Deeper participation in reviews is exciting for some superfans, but it’s not for everyone (and that’s okay)

Solution

 
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We designed Wirecutter Lists, a series of expertly curated lists that surface the best products and resources for the activities that readers love or are curious to learn about, helping them live easier, more enjoyable lives. The Lists UX changed from displaying Wirecutter picks of one suggested item to displaying a set of go-to items for a given activity (as well as items readers might avoid).

Over the course of 26 weeks, we conducted 6 rounds of design research and prototyping, interacting with over 77 participants, testing over 48 concepts.

Results

We led the design and engineering development of the Wirecutter Lists Alpha which we tested across 3 markets with 60 people. The Wirecutter team then iterated Lists to a 50,000+ beta, and ultimately integrated and launched the product into its core experience to the public in Q1 2019.

As Wirecutter folds into nytimes.com and leverages registered reader profiles, the feature is expected to evolve in even more personalized ways.

 
 

Capabilities Involved

Product Design

  • Behavioral Research

  • User Insights and Opportunities

  • UX Concepting

  • Prototyping and User Testing

  • Detailed Product and UX Design

  • Alpha Design Research

Business + Growth Strategy

  • Market Inspiration and Competitive Analysis
  • Product Strategy
  • Business Model Design
  • New Venture Incubation
  • Go-to-Market Strategy and Roadmap