Lists
Favoriting & Wishlists
Customers shopping with Kohl's frequently encounter items they want to revisit later, compare, or share. However, the existing experience created friction by requiring customers to add items to their cart to remember them.
I led the design exploration for a flexible listing feature that allows customers to easily save, organize, and share items they are considering purchasing. The goal was to support natural shopping behaviors while creating new opportunities for engagement and personalization.
Customers needed an easier way to remember, organize and share products they were considering.
Through customer research and voice of customer data, we identified several unmet needs:
Customers wanted to:
Easily access items of interest
Create shareable lists for gifting or collaboration
Track price changes or availability
Organize items they were considering purchasing
Compare products before making a decision
Monitor out-of-stock items
Problem to Solve
We hypothesized that enabling customers to easily save and organize products would increase engagement and purchase confidence.
By allowing customers to curate their own lists, we expected to:
Reduce friction in the shopping journey
Encourage repeat visits
Increase conversion among loyal shoppers
Generate behavioral signals to power personalization
Hypothesis
Since launching in August 2025, the Lists feature has driven strong customer adoption and measurable business results. In the first five months, customers created over 1.04M active lists and saved more than 6M items, demonstrating clear demand for a simple way to organize and revisit products. The feature also contributed $47M in incremental revenue in 2025, with $68M projected annually, while increasing average order value by $3.83 per order and delivering $76.62 in revenue per visitor from listing-driven engagement.
Impact
