End-to-end product design project for Giftano Website
User Research
Wireframe
Hi-Fidelity Prototype
UXUI Designer
Improved Giftano Customer experience when purchasing at Giftano.
Giftano Customers
6 weeks (July – August 2021)
Providing a better user experience and service can help establish and maintain a good relationship with your customers and increase your conversion rate.
At Giftano, one of our goals is to support our users in finding the best gift for any occasion. However, after analyzing our data we started noticing an increase in the number of users who would visit our website but didn’t complete a purchase.
For this project, I organized workshops across the process to come up with ideas that would help us find solutions. I created and implemented User Research Plan, analyzed the data collected, and shared it with my team to start planning the next steps.
I was also in charge of generating prototypes that would correspond to the solutions we came up with during our brainstorming sessions.
Identify the reason why our customers are abandoning Giftano Website on the product search page.
Exploratory Survey to get insights on what our users like and dislike on our website.
I recruited customers that had purchased one item from Giftano website in the last 3 months to be able to know who they are, their motivations to visit Giftano, and what have been their experiences when it comes to buying gifts.
– Users find our website unsure and confusing.
– Users feel that we don’t have what they are looking for.
– Users mentioned they don’t like to fill up a greeting card every time.
– Users find the checkout process really long and boring.
Performing a Usability Test to observe in which moments our users get confused.
Following the key findings from our Exploratory Survey, we decided to perform a Usability test that would allow us to observe our users perform a task on our website for us to identify which were the friction points and confusing experiences that were making our users leave.
– 80 % of participants came back to the homepage at least once to restart their search which makes us assume they are feeling lost during their search.
– 80% of our users made one or more non-critical errors during the test due to visual and functional bugs on our website.
Performing a Tree Test to have a visualization of how our users navigate through our website.
The Tree Test allowed us see if the way we organize the information at Giftano is clear for our users.
The information collected during the Usability test made us assume that the main problem that our users encounter on the Giftano website is that they are unable to find what they are looking for easily and quickly.
We decided to run a Tree Test that would allow us to answer the following questions:
– Do our labels for categories and filters make sense to our users?
– Is our content grouped logically for our users?
– Can our users find the information they want easily and quickly? If not, what’s stopping them?
– It took our participants a median time of 02:52 to complete the tasks.
– Out of all the tasks completed by participants, only 22% ended up at a “correct” answer. Meaning that they were not able to find what they were looking for.
– Out of all the tasks completed by participants, only 44% of answers were chosen without backtracking. It means it took our users several attempts to find what they were looking for.
When users make a search, rather than using filters to find what they are looking for, they are forced to go inside different categories on the page. This makes it impossible for the user to personalise their search or to be able to see all the different products offered at once.
Focusing on specific customers / Personas so we can understand what the problem is or how can we serve our users.
To be able to define the problem we need to tackle the flow from user’s point of view and determine how to improve the design through effective information architecture, interaction design, and/or visual design.
Our user can be: “Catherine is a working mom in Singapore. Even though she is quite busy with work she never forgets her friends and family’s birthday. She likes to give very well thought and special presents”
By focusing on this particular niche group we wanted to keep in mind the objective that our users have when visiting our website.
A customer journey map allows us to see from the customer’s point of view the purchasing process on our website and how might we improve their experience.
Persona: Catherine Lim
Goal: Find gifts for family and friends on different occasions easily and efficiently.
“Catherine is a tech-savvy, multitasking mother of two who needs to easily and efficiently compare different gift options to confidently choose the best gift for her family and friends on special occasions.”
We made use of the “How might we” exercise to try to come up with some solutions that would help us to provide a better user experience on our website.
Some of the “How might we” questions we took into consideration:
How might we help our users to compare different gift options?
How might we make our users feel confident that they’ve selected the best gift?
After a brainstorming session where we discussed the different answers we could give to the “How might we” questions, we agreed to proceed with the following solutions:
Navigation in an online store allows users to find what they are looking for. The more clear and well-thought-out it is, the greater the chance that our customers will complete their order.
We decided to simplify our category tree by eliminating category pages that were deeply nested into others. This would allow our users to easily navigate through our site and find what they are looking for.
With all the category pages eliminated, we decided to include all the products on a single product search page where our users could now make a more personalized search.
The goal of our new search engine and a filtering mechanism is to optimize the time that our users take to search for a particular gift/product.
Users are now able to personalize their product search based on their needs and not based on the product category.
By including all our products on a single page we were also able to increase other products discovery when the user makes their search.
Up next, we jump into redesigning the product and merchant pages, with the hope that this will allow users to complete their purchases with a much more Simplified Purchasing Process.
