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)
This project comes to life as part of the solutions we ideated to solve the problem of the increasing number of users leaving our website without completing a purchase.
You can check the full background of this project here. 🙂
When a customer buys a gift at Giftano he needs to go through a Gift Personalisation Process that includes Selecting one Gift, Personalise a Gift Card, and selecting the best Delivery Method for their gift.
Customers can currently achieve their goal of purchasing a gift, but after getting the results from our User Research we realised this part of the user journey needed special attention.
At Giftano we wanted to provide a more intuitive and fun experience to our users when buying a gift on the platform, this is why we decided to redesign this user flow.
For this project, I set up the project timeline, created wireframes and Information Architecture, designed Hi-Fi Prototypes, and iterated them according to feedback and test results, to make sure we were making the best design decisions for our end-users.
As an UXUI Designer at Giftano, I work closely with the Development team and Product specialists to make sure the design proposals followed the brand design guidelines and business goals.
When purchasing a gift at Giftano users could come from three different pages:
After deciding to buy a certain item in any of this pages, users need to go through a series of steps to create the perfect gift before checking out:
Users can’t combine two items and buy them together as a single gift in a single transaction.
As an example:
A user wants to give a relaxing day to his mom on her birthday. He thinks an afternoon in the spa would be an amazing idea but he is not sure what type of treatment she would like the most. He tries to select two different treatments but realizes is not possible.
Next step for Giftano users when sending a gift is to personalise it by writing a Greeting Card. Unfortunately, according to our user research results, users find this step very tedious and repetitive. Specially after the fact that they need to create one greeting card for every gift they wish to send.
Users can select the best Delivery Method for their gift. We felt the way the information was provided in this step was a bit repetitive and not clear enough.
Additionally, users do not have the option to select a recipient from a database in their account. This was an important feature we decided to implement together with our Membership Redesign.
Users are now able to combine more than one item into a single gift and send them together in a single email!
When selecting a delivery method users have less text and more visual support to select the best delivery method for them.
We made this step more exciting and easy for our users by providing them with the option to decide if they wished to type their own message or select a predetermined message for those not feeling inspired.
This option is only available for users that have previously selected to send their gift by email.
For users that are sending their gifts physically, they have a single card design following our business needs. This same user segment can also select if they wish to have their gift-wrapped showing in this section a picture of how their gift will actually look like.
Much clearer for our users and less calls to customer service.
When we started this project our main goal was to improve the user experience when personalising a gift at Giftano.
We did it by reducing the number of pages from 3 to 1 page where the user has an overview of the steps to complete before checkout.
We also gave Merchant Page, Product Page and Widget a much modern and cleaner look!
Since most of the products on our website are related to the gifting experience, we wanted to make sure that the purchasing process was an exciting experience as well.
We wanted to provide information about our different gift and brands in an attractive and exciting way. A big header accompanied by a hero image gives an exciting introduction to the gift.
The gift and merchant description, followed by images that will let the users imagine the premium gifts their loved ones will receive.
We included a detailed description of the product that makes sure the users has a good idea on how their gift will look like.
One of our main goals is to provide the best gifting solutions for our customers. We wanted to let know our customers that they could send e-gifts without leaving behind the gifting experience of a physical gift.
By providing a visual representation on how the e-gifts will be delivered we increase our users confidence on our products.
