E-gifting makes it super easy to send gifts online, eliminating the need to know your recipient's size, color or shipping address. Recipients open a beautiful box online and follow a link to claim it. They can select their size, favorite color or exchange it altogether, before it ships to the address they fill in.
I led product design from inception, through beta, ongoing satisfaction and conversion improvements to market success - powering gifting for Saks Fifth Ave, Macy's, Neiman Marcus and more leading retailers
Design Lead, Product Strategy, Mentorship, Service Design, Web/Mobile Design, Platform Standards, Documentation, Guidelines, Research, User Studies, Data Driven Analysis Market Research, User Research, Information Architecture, Requirements, Functional Design, Storyboards, Scenarios, Wireframes, Process Flows, Mockups, Prototypes, Interaction Design
The core user experience
Starting with a vision, we worked out what a 'perfect gifting experience' is by talking to users and our dedicated advisors, and then spent months designing our e-gifting experience and figuring out how to deliver it on one platform that works across different stores, different UI's, processes and systems.
How can we send a shirt without an SKU (specific color and size)? How can we put a shirt on hold so that it doesn't go out of stock until the recipient selects their color/size? What are the consequences of splitting a simple e-commerce transaction into two: sender + recipient - across time and space. What about more complex transactions?
I worked closely with the founders on figuring out the details, solve problems and created our first process diagrams and user flows that were key to rolling out our beta.
Our sender checkout flow starts at the press of the 'e-gift' button, just under the 'add to cart'. It was challenging to create a short and sweet flow that educates and entices users. The flow above, was our very first, at our very first store.
Soon enough, things started happening. We had several stores, some of them really big (Macy's!) and we needed to simplify our flow and streamline so that it fits all the different e-commerce platforms we were integrating with. We used the visual wall/room I created to manually map the user journey feature requests, conversion pits and other ideas. The 'wall' was frequently visited and referred to during our first year.
We continuously improved the flow. These are screenshots from Saks Fifth Avenue, showing a much later iteration using our responsive UI.
The gift box, branding and guidelines
We created a virtual gift box, to pack the gift and greeting. It can hold any digital asset, pictures of products, contextual videos and user generated content and greetings. The automatically HTML generated box was designed to be fully branded by our stores, while offering a consistent gifting experience across brands. The team created assets, automatic simulation tools, inspiration and guideline documents.
The team then created default assets, automatic simulation tools, inspiration and guideline documents to inspire and guide our design partners at the stores.
PDP Education and Conversion
We inject our E-gift button to every relevant product page across stores. The look & feel of the button is designed with customizable attributes, so that it can blend in with each store, while the Loop Clover carries the Loop Brand across stores.
We made a ton of experiments, testing the discoverability and conversion of our button. Here's an example of a hover (or mobile click) education panel, showing product specific gift thumbnails.
One of my favorite experiments was inserting an educational hook to the size selection. Selecting 'I'm not sure - it's a gift' triggered related education. Seemed really smart.. but ended up not quite as we expected..