Giftwise

Concept Responsive Web Design

Client

Conceptual Project

Timeline

2 Weeks

Role

Scrum Master

UX/UI Designer

UX Researcher

Tools

Sketch

Invision

Our Product

The process of picking out and buying a gift for a friend or family can be challenging. Whether it is to buy something for a birthday or a special occasion, it can be difficult to stumble upon that ‘perfect gift.’ Our goal is to create interactive system that will curate unique and personal results for users and the person they are buying for.

Proposed Brand Sponsorship

We proposed a brand sponsorship with Amazon, which is an American multinational technology company based in Seattle, Washington, which focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. We chose this sponsorship because of the following: 

Popularity

December 2019, Amazon had over 2.7 billion visits to their site.

Product Offering

Amazon sells over 12 million products, and if you include third party sellers in Amazon marketplace the number increases to over 350 million products (Retaintouchpoints). 

Customers Trust Amazon

89% of buyers agree that they are more likely to buy products from Amazon than other e-commerce sites (Feedvisor, 2019). 

Interview Data

All the users we interviews, use Amazon for their shopping needs. 

Sellers

Amazon has more than 2.5 million sellers actively selling on the marketplace (Marketplacepulse, 2019)

Discover

Preliminary Research

Market/Company Research

Screener Survey 

User Interviews 

Define

Affinity Mapping

User Persona

Story Boarding 

Design

Design Studio

Medium and High Fidelity Wireframing

Prototyping

Usability Testing

UI Styling

Deliver

Present Deliverables

Google Heart Framework

Specification Doc

Evaluate Next Steps

Discover

Preliminary Research

Methodology

We want to address the problem of finding really personalized gifts by making an interactive system that will curate unique results based on the information the user gives. 

We conducted research to discover whether or not there are sites already available that can potentially satisfy this user need. 

According to our findings, there wasn't a site that satisfied our requirements for a user to find a personalized and occasion specific gift. 

To showcase the level of personalization and occasion specification, a competitive matrix was created.

Market/Company Research

Aside from the benefits Amazon would obtain from partnering with us, such as anonymity for their users buying gifts as well as more visability, Amazon currently already has an affiliate program called Amazon Associates. According to Amazon, it is easy and free to join, members get to choose from products to advertise on their sites, and earn fixed percentages for sale conversions. However, we plan to offer more to Amazon users than the affiliate programs currently do. Which is why we’d venture to discuss more detailed agreement with deeper integrations and a more robust compensation model.

Discover

Data Synthesis and Key User Insights

We conducted several interviews to uncover insights on user’s experience buying gifts.  Following a screener survey, we interviewed 8 participants that accurately represented our target audience - users who bought gifts online. 

Our questions were designed to uncover user’s gift shopping habits, processes and overall feelings about giving gifts. 

We conducted several interviews to uncover insights on user’s experience buying gifts.  Following a screener survey, we interviewed 8 participants that accurately represented our target audience - users who bought gifts online. 

Our questions were designed to uncover user’s gift shopping habits, processes and overall feelings about giving gifts. 

Marble Surface

Many users specifically mentioned they shop on Amazon.

Marble Surface

When buying gifts for co-workers or acquaintances, they usually opt for a “safe” gift. 

Marble Surface

Users like to buy personalized gifts that are catered to the person they’re gifting to.

Marble Surface

Users use Pinterest and browse many sites for inspiration on what to buy.

Marble Surface

The term “thoughtful” came up multiple times when asked about “their favorite gift” or “their favorite received gift.

Persona

Based on our research, we developed a persona, which is a personification of our data. 

Storyboard

The Problem 

A storyboard was created to understand the emotional frustration and challenges Jennifer went through as we follow her on her gift buying journey.

Jennifer is having a difficult time finding a personal and memorable gift for her best friend.

How might we help her find the “perfect gift” in a stress free and timely manner?

Design

The first step in our ideation process was putting pen to paper. We came up with different designs and features that we then tested on users.

Then we took it to the next step by creating mid-level wireframe frames reflecting the feedback we obtained from our first prototype. 

Then finally we moved to designing our high fidelity prototype. 

Ideation and Design Choices

As you can see our design has changed a bit compared to our earliest prototype. 

From having one button, to a brief drop down instructions to our final design. 

Additionally a "How to" step by step instruction panel is featured as a secondary CTA on the onboarding to instruct new users on how the site works. 

Specialized side image is based on interests. 

Imagery is added to add delight to the stressful process of shopping.

Custom and personalized questions are asked to ensure curated gift results.

100%

Completed all tasks successfully

83%

Users expressed that they like that amazon integrations were very helpful and made the site credible. 

New Window

Users expressed that they like that amazon reviews opened in a new window and allowed them to review before adding the item to cart. 

Success

Overall, users were very pleased with the site and said it improved their gift buying experience.

Testimony

Jennifer L.

The new Amazon integration is amazing. It's so secure and easy!

Jason J.

This would be so helpful when the holidays come.

Mark G.

Wow, this would save me so much time.

Deliver

Google Heart Framework

We implemented this technique to measure the pulse of the user experience of Gift Wise. 

Next Steps

Our primary focus was to create a site that could help users shop for a more personalized gift for their loved ones on different occasions. Due to the time constraint we were only able have general personality traits available for choosing. Moving forward we wish to research further on more personality and interest categories to add to our interactive site. And as the site gains traction, we create a Mobile responsive web design to accompany the Desktop platform and explore the opportunity of providing experiences as additional products.

© 2021 By Michelle Yang

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