A made-up holiday with real deals (and real results!)

Problem statement & project summary

Scenario: Time‑bound “event” campaigns (like Amazon’s Prime Day) can drive week‑over‑week GMV lifts of 20% or more. Competitors such as Temu and Amazon run frequent, high‑visibility events that generate millions in incremental revenue.

Challenge: Wish wanted to drive a meaningful lift in GMV and conversion by creating a time‑boxed, event‑style experience in the app, without confusing customers or diluting the brand.

Solution: Inspired by competitor “doorbuster” events, we created a new in‑app event: Wishmas. It was a week‑long savings experience with:

• Event‑only discounts
• Free shipping offers
• A focused landing experience accessible only through the latest version of the app

My work focused on designing a content‑led, in‑product journey that made the event easy to understand, compelling to explore, and simple to act on.

Result: The Wishmas campaign drove a +33.0% daily lift in GMV during the event period, significantly outperforming our targets.

Task

As the lead UX writer, I was responsible for:

• Driving event awareness across key in‑app surfaces
• Developing the content strategy and structure for the main landing page
• Designing content for re‑engagement and ongoing discovery

My goal was to create content that:

• Clearly explained the value of the event
• Reduced friction and uncertainty