PRODUCT DESIGN
TIME FRAME
November 2022 - December 2022
STAKEHOLDER
Giftwrap.ai
DESIGN TEAM
Anson Pan
Xu Cheng
Wei Zhu
ROLE
I redesigned Giftwrap's group gift feature by drawing inspiration from Giftwrap's earlier concept. This new version now boasts a visually appealing guide that walks users through the entire gifting process, using a combination of intuitive illustrations and clear instructions.
SKILLS
UX Design
UX Research
A/B Test
Usability Test
TOOLS
Figma
Adobe Illustrator
Overview
ABOUT
We created a product that enables friends to easily pool their money and collectively fund a personalized gift for someone on any occasion. The product allows users to initiate a gifting campaign, invite friends to participate, and choose from a selection of gifting collections.
PRODUCT VISION
Giftwrap’s Group Gift will be a unique product that aims to simplify the gifting process for everyone involved, including the initiator, participants, and gift recipient. The vision behind this product is to make gifting a hassle-free experience, even for first-time users. The product aims to achieve this through easy-to-follow guidance and a straightforward interface that is universal to everyone.
SOLUTION
Context
BACKGROUND
The rise of social media and online communication platforms has made it easier than ever for people to connect with friends and family members who are located far away. However, this increased distance can make it more challenging to celebrate important occasions such as birthdays, weddings, and graduations. In these occasions, it is common for friends to pool resources and purchase meaningful gifts that the recipient is sure to appreciate. By chipping-in, all participants can contribute and afford to buy a more expensive gift than they would be able to individually, making the gift to be a nice surprise and unforgettable memory shared by the group.
PROMBLEM
The traditional method of pooling money for a gift usually entails physically collecting cash from each participant, which can be a laborious and time-consuming process. Additionally, there is always the possibility that the organizer will purchase a gift that the recipient does not like. It can also be challenging to ensure the delivery of every contributor's greetings.
OPPORTUNITY
Giftwrap already has the infrastructure that allows easy payment options and let gift recipient exchange gift for ones they prefer. Adding a group gifting feature would expand the product use cases and enhance the gifting experiences.
CHALLENGE
Research
Design for Multiple End Users
In the lifecycle of a group gift campaign, all three key players must be involved in each step of the process: the initiator (who organizes the campaign), the contributors (who chip in money), and the gift recipient. Designing an interface that caters to the needs of all three players and provides a seamless user experience can be a challenging task. This requires an intuitive and straightforward interaction design that minimizes confusion and ensures a pleasant user experience for all involved.
Initiator (Organizer)
The gift initiator plays a crucial role in leading and overseeing the entire group gift campaign throughout its lifecycle. They are responsible for initiating the campaign, inviting contributors to pool their money, submitting the gift to sending it to the recipient. As the primary end user who interacts with the product throughout the process, their perspective is essential. Therefore, I have chosen to use the gift initiator's perspective as a baseline for the design, ensuring that their needs are addressed in the design process.
Contributor
Similar to other crowdfunding campaigns, the success of a group gift campaign is heavily dependent on the contributions made by participants. As a result, it is crucial to make the process of contributing to the group gift both easy and rewarding for participants. It is essential to ensure that their contributions are acknowledged and valued by the gift recipient, as this can increase participant satisfaction and promote continued engagement with the campaign.
Gift Recipient
After the crowdfunding phase is complete and the gift has been sent to the recipient, it is time for the recipient to select their preferred gift from the available options. This process should be designed with a user-friendly interface similar to Giftwrap's existing infrastructure. In addition to the gift they receive, the recipient should also be able to appreciate and acknowledge the efforts of the organizer and contributors. This will not only make the recipient feel more valued and appreciated, but it can also encourage them to participate in similar campaigns in the future.
Needed Components
In order to identify the shared design components between each player, I've compiled a list of important components for each player and organized them under their respective names. This helps to visualize the components that are unique to each player, as well as those that overlap.
To gain inspiration for the design of each component, I conducted extensive research on similar features available in the market. This allowed me to explore various design options and identify the best practices that can be incorporated into our components to make them more effective and user-friendly.
Progress Display & Contribute Button
Progress Display of GoFundMe
Progress Display of Indiegogo
The progress bars for GoFundMe and Indiegogo campaigns share similarities in their design - they use color-coding to indicate the level of progress, display the monetary value raised versus the campaign goal, and feature an obvious call-to-action button in a bright color to encourage visitors to contribute. These features are effective for attracting and engaging new visitors to the campaign. However, for Giftwrap's group gift, this design may not be ideal as the progress bar is typically located on the right side of the screen next to a large banner image, which may not be the best location for a group gift campaign. To better suit Giftwrap's group gift, it may be more effective to position the progress bar in a more prominent location on the page, such as at the top or center of the screen.
Available Gift Options
My upcoming challenge is to create a component that showcases all available gift options, along with those that are currently unavailable but can be unlocked with additional contributions as the campaign progresses.
While I couldn't find a similar feature in consumer-facing products, I recalled a similar design used in video games that have reward systems where players can unlock more items as they level up. This game design can be effectively adapted for the group gift use case.
By incorporating a similar approach, we can create a visually appealing and engaging component that will showcase available gift options and those that can be unlocked as the campaign progresses. We can leverage elements like animations, badges, or other game-like features that can provide an interactive and immersive experience for the gift contributors. This way, they will be incentivized to continue contributing to unlock more gift options as the campaign progresses, making the group gift experience more exciting and enjoyable for everyone involved.
Main Takeaway
Through the research, I now have a much clearer vision of what the group gift experience could look like. By analyzing current consumer-facing products and exploring design elements used in gaming reward systems, I have gained valuable insights on how to create an engaging and user-friendly platform that will provide an exciting and enjoyable experience for all contributors.
From my research, I have learned that incorporating interactive elements such as progress bars and gamification features can be effective in motivating contributors to participate and stay engaged throughout the campaign. By incorporating these elements, we can create a sense of accomplishment and excitement as contributors unlock new gift options and reach campaign milestones.
Additionally, I have identified key design elements that can help streamline the user experience and make the process of contributing to a group gift more intuitive. These include easy navigation, clear and concise information, and visually appealing design that conveys a sense of excitement and enthusiasm.
Overall, I am excited about the potential of this project and believe that the platform we are developing has the potential to revolutionize the group gift experience and create a more engaging and enjoyable process for all contributors.
In the lifecycle of a group gift campaign, all three key players must be involved in each step of the process: the initiator (who organizes the campaign), the contributors (who chip in money), and the gift recipient. Designing an interface that caters to the needs of all three players and provides a seamless user experience can be a challenging task. This requires an intuitive and straightforward interaction design that minimizes confusion and ensures a pleasant user experience for all involved.
Once the campaign information has been submitted by the initiator, we encourage them to invite contributors to join the campaign by sharing the link. To help kickstart the campaign, initiators are encouraged to be the first person to contribute to the group gift. This not only helps to build momentum for the campaign but also sets a positive example for potential contributors.
In the lifecycle of a group gift campaign, all three key players must be involved in each step of the process: the initiator (who organizes the campaign), the contributors (who chip in money), and the gift recipient. Designing an interface that caters to the needs of all three players and provides a seamless user experience can be a challenging task. This requires an intuitive and straightforward interaction design that minimizes confusion and ensures a pleasant user experience for all involved.
By incorporating insights from prior research, I have successfully integrated gift options display with a progress bar. By using color-coded progress and a clear numerical indication of the amount of contribution collected, this feature provides an easy-to-read visual representation and straightforward interaction for all users, regardless of whether they are initiators or contributors. This enables users to make a contribution or invite others to participate with ease.
Taking into account the need for a seamless experience on mobile devices, I created a vertical layout optimized for effortless vertical scrolling on mobile screens, while retaining all the existing features. To evaluate user preferences, we conducted A/B testing with the prototype, which revealed that the majority of participants favored the horizontal presentation of gift options, citing enhanced readability and reduced confusion. Consequently, we have decided to proceed with the horizontally-oriented design on both desktop and mobile devices.
In our current design, we intentionally did not allow campaign initiators to set a contribution goal because past experience has shown that participants are less likely to contribute once a certain goal is reached. However, we understand that setting a target goal can also encourage participation. Therefore, we will collect data from the current version and use it to determine whether or not we should add this feature in the future
In the lifecycle of a group gift campaign, all three key players must be involved in each step of the process: the initiator (who organizes the campaign), the contributors (who chip in money), and the gift recipient. Designing an interface that caters to the needs of all three players and provides a seamless user experience can be a challenging task. This requires an intuitive and straightforward interaction design that minimizes confusion and ensures a pleasant user experience for all involved.
The message wall appears to be more straightforward compared to the other two components. To differentiate between the initiator and contributors within the message, color-coded tags are employed next to their names and messages, reflecting the distinct roles they play in launching and completing the group gift campaign.
Furthermore, to accommodate those who prefer anonymity, an option is provided for all contributors to remain anonymous either to the public or solely to the gift recipient. This feature caters to individuals who prefer to send their message to the recipient only and keep it private, or who enjoy being a 'secret Santa.'
I have chosen to restrict access to the message wall exclusively to users who have already made a contribution. This approach is designed to promote active engagement and participation in the campaign, discouraging users from simply being ‘free riders’. While this strategic decision may potentially impact the user experience to some extent, it is intended to foster a more committed and involved user base, ultimately enhancing the collaborative process.
Once the total contributions for the group gift reach the predetermined ideal amount, the option to submit and send the gifts will be unlocked for the gift initiator. To guarantee seamless accessibility and enhance user experience, we have strategically placed the "Submit and Send" button in two prominent locations within the initiator's view of the group gift page.
This design choice ensures that the gift initiator can effortlessly locate and utilize this option, streamlining the gift-sending process and making it more accessible.
After the initiator confirm the group gift result, they will be responsible for providing the recipient's information. As with other gifting features offered by GiftWrap, we provide three convenient methods for the initiator to deliver the message to the recipient: email, text message, and a shareable link.
To ensure a seamless gifting experience, the initiator will need to input the recipient's details accurately. They can choose to send the group gift notification via email by simply entering the recipient's email address. Alternatively, they may opt for a text message by providing the recipient's mobile number. Finally, for those who prefer a more flexible approach, we offer the option to generate a unique, shareable link that can be sent to the recipient through any desired platform.
Finally, an essential component of a successful group gift campaign is ensuring that the gift recipient accepts the gift, thereby completing the gift-giving lifecycle. The message the recipient receives will vary depending on the platform chosen by the initiator to send the gift.
Displayed on the left are mockups of the messages that the recipient could receive through email or text message. Each message features a clear call-to-action which directs the recipient to the Giftwrap website, where they can enjoy a comprehensive and immersive gift unwrapping experience.
Message via Email
Message via Text
Upon visiting the designated website, the recipient will be greeted with a visually appealing interface displaying heartfelt messages from the initiator and all contributors. By clicking the enticing 'Unwrap the Gift' button, the recipient will be immersed in a captivating, animated unwrapping experience that unveils their surprise.
Following the delightful unwrapping animation, the recipient can explore a carefully curated collection of gifts. They have the freedom to select a combination of items with a total value equivalent to the contributions made by their friends and family. This personalized approach ensures that the recipient can choose the perfect combination of gifts tailored to their preferences, making the experience truly memorable and special.
Upon the completion of our group gift campaign, we at Giftwrap strongly recommend that the recipient extends their gratitude by sending personalized thank-you cards via email to each individual who participated in the group gift process. Our goal at Giftwrap is to forge deeper connections and enrich relationships through innovative and engaging gifting experiences, and we believe that acknowledging the contributions of all involved is a vital part of that process.
We provide an extensive collection of pre-designed cards for our users to select from, allowing them to concentrate on crafting heartfelt messages without having to invest significant time in the design process. By sending a heartfelt thank-you note, the recipient demonstrates their appreciation for the thought and effort that each participant has invested in the gift. This act of recognition not only makes everyone feel valued and acknowledged but also serves to reinforce the sense of camaraderie and bonding that Giftwrap strives to create through our unique and fun approach to group gifting. This cycle of appreciation and participation ultimately helps us achieve our mission of bringing people closer together and elevating the art of gifting through our inventive and enjoyable platform.
Reflection & Product Demo
For future optimization, we have identified several areas where we can improve our product.
Our education content could be more efficient. While we used a combination of graphics and text in the current version, a better approach would be to provide short video or interactive demos that walk users through each step based on their role as an initiator, contributor, or recipient.
To provide more personalized and heartfelt gifts to our users, we could generate a personalized gift selection based on the gift recipient's information provided by the participant or public information collected from the gift recipient's social media.
While we intentionally did not allow campaign initiators to set a contribution goal in the current version, we understand that setting a target goal can encourage participation. Therefore, we will collect data from the current version and use it to determine whether or not to add this feature in the future.
To improve the user experience, we plan to add micro interactions and animations to make each end user feel appreciated and celebrated during each lifecycle. This could include animations of fireworks when the total contribution hits the target amount, or thank you notes when users make a contribution.
In conclusion, by implementing these improvements to our product, we aim to provide a more efficient, personalized, and engaging experience for our users. We are committed to continuously optimizing our product to meet the evolving needs and preferences of our users.
It has been a pleasure to guide you through the design process of Giftwrap's innovative group gift solution. If you're intrigued and would like to delve deeper into our product, we cordially invite you to engage with the interactive prototype on Figma. This hands-on experience will provide you with valuable insights into the product's functionality and design.
In conclusion, we are grateful for the opportunity to share this comprehensive product design journey with you. We hope this case study has not only been informative but also engaging and inspiring. Thank you for your interest in Giftwrap, and we look forward to continuing our collaboration in developing exceptional gifting experiences. If you have any comments or feedback, feel free to reach out to me or my team at Giftwrap.
THANK YOU!
