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Magnolia, My List

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Client
Magnolia
Category
App + Web + CTV
DURATION
1 Yr
YEAR
2020

The challenge

Magnolia has a collection of content that fans can gain inspiration from (e.g., blog posts) or try out themselves (e.g., recipes, or how-to guides). With the launch of Magnolia Network, this will include a broader collection of content including shows, episodes, workshops, and new supportive content. However, customers today do not have the ability to save their favorite content, except through bookmarks or other curation apps (e.g., Pinterest). Further, the Magnolia Shop lacks the ability for customers to create shopping lists that they can save for future reference.

The goal

Our goal for this project is to make it simpler for Magnolia fans to save mixed content across 4 distinct verticals directly from the website and app experiences. To realize this vision, we will develop the ability for customers to save a broad range of content types (shows, workshops, supportive content, and Magnolia Shop products) in a central location within the website and app experiences.
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Discovery

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the process

Through various conversations between product and design, it was evident that a few key user interactions needed to happen in order to fulfil the core experience of this favoriting functionality. It was important to define the requirements from a user perspective:

As a customer, I want to….

  1. Have the  ability to Access My List from the global navigation across the Magnolia website and apps and see my saved content 
  2. Save different types of content to My List by clicking on the Save Icon
  3. Open the corresponding content page when I click a saved item on My List
  4. Remove saved content by clicking the Save Icon of a saved content 
  5. See categorized content on the My List landing page sorted by content type

Access to My List is included as part of the free Magnolia account registration. Customers can use My List to save photos, recipes, how-tos guides, articles, and products from the Magnolia Shop. Customers who have discovery+ subscriptions can also save Magnolia Network shows and workshops to their list. 

You can add new items to your list by tapping on the [bookmark icon] of the content you wish to add to your list. Once you select content to save, it will be automatically added to My List and categorized by product type (e.g., recipe vs product). 

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Conclusion

For launch, we successfully enabled customers to distinguish content types within My List saves (e.g., recipe vs show vs product) to enable easier navigation across product categories. We plan to extend this concept in future iterations to enable customers to create their own collections (groupings of content types).  

Our key success metric is engagement, measured primarily by active users and total number of saved content; we will define active users as customers who interact with saved content on My List (e.g., save an item, click on saved content, total number of saves), and will measure both active users and types of interaction.

My List is available on the Magnolia website, as well as on the MAGNOLIA app (mobile, tablet, and CTV); the MAGNOLIA app is available to download on mobile, tablet, and connected TV (CTV) devices through Amazon, Apple, Google Play, and Roku app store. 

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CREDITS

PRODUCT DESIGN

Jason Kisner

Lori Hoffman

Brent Nuenz

Caro DiLoreto

Kim Ong

Ena Tioseco

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DESIGN LEADERSHIP

Melanie Lantin

Krystle Swaving

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PRODUCT MANAGEMENT

John White

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USER RESEARCH

Emmerline Wu

Bo Kaier

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COPYWRITING

Trisha Roiniotis

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