Wish · 2023 — 2024
Wish — Wishlist Commerce Platform
A social wishlist platform that turns shared intent into checkout — designed for calm discovery and reliable conversion.
Background
Where the project began
Wish began as a simple idea: let people collect what they want and share those lists with friends and family. Early versions proved demand, but the product felt fragmented — discovery, gifting, and checkout lived in separate mental models. Dawn partnered to unify the experience into one commerce system that still feels social and human.
The problem
What we set out to solve
Users abandoned lists before converting. Merchants lacked clear attribution. The interface asked people to learn too many steps between inspiration and purchase, especially on mobile. The team needed a sharper product story, a calmer IA, and a stack that could scale without slowing iteration.
Approach
How we moved
We mapped the full journey from save → share → gift → buy, then redesigned around a single primary path. Brand and product surfaces were rebuilt on shared tokens. Engineering focused on reliable cart state, notification hooks, and merchant dashboards that explain performance without noise.
Stages of work
The work journey
01/08
Scroll to move through the journey
Tech stack
Tools that carried the build
Chosen for reliability, speed of iteration, and fit to the product surface.
Next.js
Laravel
React
Figma
PostgreSQL
Docker
Gallery
Selected frames from the build
Outcome
What changed after launch
Wish shipped a clearer product narrative, a redesigned mobile-first flow, and an operations layer merchants could trust. Conversion improved, support tickets around list confusion dropped, and the team gained a system they can extend without redesigning from scratch.
2.4×
List-to-checkout rate
38%
Faster mobile task time
0 → 1
Merchant analytics suite
Services
- Product Strategy
- UX/UI
- Engineering
