Case Study- Gifted
Problem Statement
Gifted aims to make the gift-buying process seamless by providing tailored recommendations and reminders. We have observed that users need help to see their recipient's interests, which results in their gift being less personalised and more generic. How might we improve this experience so our customers are successful based on items added to the Wishlist and items purchased from friends' wish lists?
My Role:
UX/UI Designer
Team size: 3
Deliverables
High Fidelity mobile Mock-up
Tools Used
Figma
Invision
Timeline and Scope
As a team, we worked with a tight schedule of 7 days and no budget to work with limited resources.
Process and What You Did?
Ideation — Proto Persona
Empathy Map
Paper Wireframe
One round of Design
User Research
User Research/ Definition/ Synthesis
Initial Research and Analysis
- Created survey, and teammates iterated
- Five interviews needed to be carried and I did two interviews
- Data were synthesised using an infinity diagram
- Six categories were identified
Users
- Users of the product are young people who take pride in giving thoughtful presents and buy gifts for their loved ones frequently.
- The proto and user persona was created to define the target user. Laura is a 25-year-old accountant from Birmingham.
The gift-giving conundrum…
Research conducted
User Attribute:
- 5 interviews and 46 survey respondents
- Gender- 4F/1M
- Ages: 19–30
- Busy Lifestyle
- Giving great gifts is important
- Online shopping
Challenges when buying gifts:
- Trying to find a thoughtful gift can be overwhelming and stressful sometimes.
- A lot of choices to get the perfect gift, so it’s harder
- Options are sometimes limited when I want to buy something specific.
Why do I like to buy gifts…
- I feel happy when I can give special gifts that make others smile.
- I get people gifts to show I love them.
- I feel privileged to give gifts for different occasions and like to partake when I can.
Survey Responses
Affinity Diagram Process: 6 Categories
Our Findings
Users Need
- Giving special and thoughtful gifts without overwhelming myself.
- I make my family happy by giving them something they want from their wish list.
- Being organised and doing everything in advance for a smoother holiday/ event day.
- having a lot of good ideas that the person would love to receive.
What would improve your gift-buying process?
- 34% of the survey respondents want personalised recommendations for gifts.
- 59% of survey respondents plan for gift buying, and 21.7% use a calendar.
- 41.3% of survey respondents are still determining what gift to purchase.
Definition and Ideation
Ideation & Discovery
An empathy map was carried out to identify Laura’s needs and pain points when buying a gift for her loved ones.
Ideas to solve the frustration and needs were accomplished by using the I Like, I Wish, What If ideation tool. This allowed us to identify features that could be applied to the product.
There was a lot of information. Therefore, a feature prioritisation matrix was used, and the following are what we are prioritising and implementing.
- Creating your wish list.
- Connecting to your calendar.
- Personalised recommendations for gifting.
- Share & view friends’/family’s wish lists.
Feature Prioritisation
Our main features..
The gifted app includes…
- Creating your own Wishlist.
- Connecting to your calendar
- Personalised recommendations for gifting
- Share & view friends/ family’s wish lists
Competitive Analysis
UX Scenario
Laura enjoys purchasing thoughtful gifts that make her loved ones happy. With a busy schedule in full-time work, she cannot put in the time and effort to find the right talent for each person during their birthdays & celebrations. She needs…
- An app to remind her of events coming up
- Receive recommendations for what the person would like as a gift.
- Create and share her wishlists with her friends and family.
User Journey with Gifted
User Flow
Sketches & Lo-Fi Wireframes
A user flow was crafted as a group, and a wireframe sketch was individually done. I did that on my iPad. The graphics were then voted on, and we decided which pages to iterate and develop further into a lo-fi prototype.
User Testing
Goals:
We are conducting this user test to see if the user can onboard onto the app easily. To see if the user can create a new wishlist and add an item. To see if the user can access a friend’s wishlist and buy the item.
Tasks:
- Sign up for an account with Gifted using your email.
- Create a new Wishlist and an item to your wishlist.
- Find your friend’s birthday Wishlist and purchase items from their wishlist.
Click for user testing screen recording.
Feedback :
- ‘When adding an item, it is unclear whether or not the item is added to the list.’
- ‘The buttons are inconsistent.’
- ‘Maybe adding a picture and a link to the item would be better than the product's name alone.’
- ‘Overall straightforward navigation.’
Iterations:
Modified the process of adding items using IOS components and improved the formatting of items on the wishlist.
Prototype
A high-fidelity prototype was created, but no particular visual design system was created; however, we stuck to a specific colour theme and typography.
User Testing and Outcomes
User testing goal: We are conducting this user test to see if the user can onboard onto the app easily. To see if the user can create a new wishlist and add an item. To see if the user can access a friend’s wishlist and buy the item.
Feedback:
- ‘When adding an item, it is unclear whether or not the item is added to the list.’
- ‘The buttons are inconsistent.’
- ‘Maybe adding a picture and a link to the item would be better than the product’s name alone.’
- ‘Overall straightforward navigation
Iterations: Modified the process of adding items by using IOS components and improved item formatting on the wishlist.
Lessons learned
As a designer, I learned the importance of following the design process because this ensures that the design is not created to meet my own needs but considers Laura’s pain points and needs. I also learned the importance of user testing/guerrilla testing, which helped iterate and improve the product’s user flow.
For future development…
- We want to develop a personalised recommendation feature that user can use to create boards for their friends/family who does not have the Gifted app. This is where they enter the recipient’s interests/hobbies to get a personalised gifting board curated.
- Prototype the Calendar feature, so users can input all upcoming holidays & celebrations and connect it to their phone calendar.
- Notification features: reminders, newly added to wishlist, recommendations, suggested friends.
- Colour customisation feature in settings to customise your dashboard, providing more accessibility for our users.
