Ajio uses coachmarks to drive adoption of Wishlist feature

Coachmarks draws the user's attention and directs them to a certain feature or section.

Context

Amidst the ongoing All Stars Sale, Ajio has recently modified their Wishlist feature.

To drive adoption of this feature, Ajio uses a coachmark matched to the app's design theme to capture users' attention.

Why this works

With user's purchase rate higher than usual during the festive sale, this feature simplifies the process for users to track and revisit their favourite products.

Higher the adoption of the Wishlist, lower the cart abandonment, in turn driving revenue.

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