The client for this project had come up with a precise algorithm to record the buying habits of customers purchasing gifts online and could therefore accurately match gifts to searching customers. There was a clear pain point when users browsed online for gifts, spending hours searching and rarely finding the right one that they were confident enough to purchase.
A website platform that allows users to find perfectly suited gifts quickly and easily. Gifter gives the user the ability to share ideas as a group, allowing users to be invited to create mood boards and split payments between the group in seconds. Everything for gift suggestions down to wrapping and personalised cards is included in one swift visit.
For the site to deliver accurate gift suggestions that reduces browsing time of the user
To be able to purchase all items needed for gifting including cards and wrapping
To allow users to share/link the platform with social media to help increase its market presence
To be the place to go to for gifting competing with sites such as not on the high street and glossybox
Adobe XD (Wireframing / High Fid Prototypes), Adobe Illustrator & Photoshop CC (Visual Design) Pen & Paper (Low Fid Prototypes, User Testing)
UX Designer (Solo Project)
Dr David Travis - Udemy UX Course (Case Study)
Firstly evaluating the potential market for a product in the gifting sector. It was found that the market is continuing to increase at a fast rate not just in personal gifting but in the corporate space with gift cards/vouchers and personalisation being another aspect to the continual market growth.
73% of consumers have purchased a gift card in the past three years
state of the nation (2017)
Market For Personalised Products is Now Over £1 Billion
cUSTOM GATEWAY (2018)
The UK corporate gifting market is worth £78.3m
I began with running contextual inquiry sessions with a group of potential users. I set up a semi structured interview in their environment that they would normally online shop from. I wanted to gain an understanding of the type of users this could be aimed towards and what they would want from this experience of buying gifts.
A common theme was that the younger user group would go to their favourite gift buying site, where as the older users would search through the browser per item idea they had. I was surprised to see that some users wanted to personalise their gift at any opportunity. The older age group of users did state they would divide their time between shopping online and visiting stores depending on the gift.
87.5% OF USERS ASKED OTHER FRIENDS AND FAMILY FOR IDEAS
YOUNGER USERS WOULD SEARCH THROUGH A POPULAR GIFTING SITE ONLY
ALL USERS WOULD STRUGGLE TO COME UP WITH IDEAS ON THEIR OWN AND LOOK FOR HELP
The user groups that stood out were the digital shopaholics and the part time shopper. These were translated into primary and secondary personas in order to combine the needs and goals of the target users.
user journey map
This was created to visually represent what the user went through daily action by action, this helps visualise the most and least enjoyable part of the shopping experience and the effort involved. These insights can be shown across the design team to get everyone on board with the defined user.
All observations were recorded during the contextual inquiry stage and were layed out on sticky notes to help define the desired content for the site. Groupings were made to gain focus points on what the user needed and wanted from the system, these would also help form red routes.
After reflecting on the user research and grouping key observations and user needs it was clear to see the main features the site needed to contain.
a way to share ideas and advice with friends and family
design for desktop &
has to be able to split payments when group gifting
design & development
Once the key routes were defined for the user the site a site map could be designed. It was clear to see a website was the main platform for this service. This basic site map helps lay out the different areas of the site and what is needed at each level in order to see the flow of information.
low fidelity wireframes
Basic wireframes were sketched out to gather a guided layout for each of the main screens for the site. This stage helped set out scale and what main CTA's for the user. Different system layouts and adjustable features were tested here to see if any pain points would occur during use.
The main learning here was to reduce the content on each page to one task
Also it was found that the vertical slide bars had too much variety and the titles were not clear
high fidelity wireframes
The screens were redesigned based on user feedback to improve the touch points and the amount of white space. The sites aim was to be direct as the user normally becomes frustrated during the gift buying process. The iterative process continued and the screens were tested once more to iron out any other issues.
user testing methodology
Goal: To successfully navigate through the personal gifting section to select a gift for a friend and place it in the basket ready for payment.
Methodology: The test consisted of moving through paper wire frames as if it was a computer to show the ease of use of the current page mapping.
Task 1: Sign in/up to the website
Task 2: Select type of gifting
Task 3: Set parameters to search for a personlised gift for a friend called Harriet who's 29 years old who has similar interests and hobbies to the user.
Task 4: Select a gift along with wrapping and a card to be placed in the basket
Task 5: Return to home screen
Below shows the final user flow between pages for the site that was revised through the iterative design process, designed in Adobe XD.
The personal profile page wad redesigned as it had caused some pain points in earlier usability testing. Over half of the users tested had struggled to notice the scroll section on the initial design. By changing the location and proximity of the scroll arrow and increasing the contrast of the page in the redesign. Once retested only 5% of users failed to scroll down before selecting next.
style & appearance
The overall theme of the platform was aimed to be welcoming, gender neutral and enjoyable. Using high contrast and using negative space where possible to keep the pages looking clear. Large satisfying CTA's were used to keep the user wanting to go on further in the site. The colourways also need to resemble peace and calming to help the user through this process that can be stressful at times.
button design & iconography
sign up / profile creation
The importance of continual usability testing to get the site to meet the users needs and goals
Listening to user insights and creating content for them specifically
Editing features even when it means removing a feature that's had hours of work put into it
This project would be user tested once more on a large group of users for final redesigns by a UI Designer
Then to be handed over to the developers to produce the code and function of this site over the chosen platforms.
Business & user goals achieved
The customer was found to purchase items on Desktop/Laptop only so the main design was revolved around those platforms
A simple platform was created with minimal pages needed to get from the homepage to the payment screen
To allow users to share ideas and split payments to make the gifting process a lot more enjoyable than before