Integrating an online gifting experience
Through Berkeley Innovation, UC Berkeleyās student-run design consultancy, I was a design consultant for GoPro where I worked closely with GoProās Senior UX Researcher and Senior Product Designer to design an online gifting experience.
This project was shipped in Q4 2022. See it live ā
ROLE
Product Design Consultant
TIMELINE
Jan 2022 - May 2022
TOOLS
Figma
Miro
DISCIPLINE
UX Research
UX Design
Product Strategy
TEAM
Sunny Park
Forrest Kim
Asfaha Asfaha
Shin Chan
Joanne Chuang
Overview
CONTEXT
Online gifting is on the rise.
GoPro offers an extensive range of products, including action cameras and dog harnesses equipped with cameras, as well as a subscription service that provides advanced features to enhance users' camera experience.
During the holiday seasons, businesses, including GoPro, experience huge spikes in product sales due to the gifting season. With the increasing popularity of online shopping, online gifting has become even more prevalent, making the act of gifting easier than ever.
THE PROBLEM
GoPro lacks an online gifting experience to optimize on holiday sales.
PROJECT GOALS
Business goals:
š
Increase holiday product sales
ā¹ļø
Inform users of all available gifting options
User goals:
ā³
Save time finding a gift
ā¤ļø
Find the perfect gift that is personal to the recipient
ā¦or keep going to see how i got there ā£
Discovery
RESEARCH
How do people gift online today?
With many online gifting experiences that already exist, I needed to understand the current landscape of online gifting experiences and what users expect from an online gifting experience. Setting research goals helped shape the methods and questions to ask.
My research goals were:
Understand consumer priorities and values in online giftingIdentify challenges consumers face when shopping for gifts onlineUnderstand consumer priorities and values in online giftingMy research methods were:
competitive analysisliterary research
I analyzed the gifting processes of 8 competitors and studied literary papers about the user experience of gifting from Baymard Institute and Nielson Norman Group.
SYNTHESIS
Online gifting is confusing and overwhelming.
Using affinity maps, I synthesized my user research to three key insights:
KEY INSIGHT #1
Unclear gifting options mislead users to draw false conclusions that gifting options are unavailable
KEY INSIGHT #2
Gift givers look for gifts without a specific item in mind and struggle with the selection process
KEY INSIGHT #3
Gift personalizations make gifts seem thoughtful despite online gift giving feeling impersonal
Ideation
USER FLOWS
Using my research insights, I crafted user flows to map out all potential touch points in a user's journey on the website where a gifting experience can be seamlessly integrated. This process also facilitated the visualization of edge cases.
WIREFRAMING
With the structure of the solution in place, we explored various ways to brainstorm designs. To generate a diverse range of ideas, we conducted Crazy 8 exercises, allowing me to sketch out multiple design concepts in low-fidelity wireframes and diverge creatively.
Wireframes from Crazy 8 exercises
ADDRESSING AN EDGE CASE
While narrowing down our designs, we identified an edge case to address.
THE EDGE CASE
Users can purchase cameras and a subscription in a bundle, and individually gift just one part.
This meant I needed to ensure users clearly understand that they can add a GoPro subscription to their camera purchase, creating a bundled purchase, and still choose to gift either one independently.
Iteration #1: Checkbox to add subscription
š Conciseš Too many checkboxesš Difficult to discernIteration #2: Button to add subscription
š Easy to discernš More straightforwardš Confusion about the buttonās function
User Testing
Butā¦ did users use our designs the way we intended?
We conducted 8 moderated user tests through Zoom in order to observe how users actually interacted with the prototype. We gave them the prompt of trying to gift a GoPro subscription and product bundle to their friend that enjoys surfing.
Our findings:
Users prefer searching for their gifts without guidanceUsers are skeptical about our gift recommendationsUsers require ample information to make informed decisionsUsers highly value gift personalization optionsIf I had more time, I would focus on making improvements to my designs in order to provide more credibility and information in gift recommendations.
A seamless, end-to-end gifting experience.
Final Designs
Gain awareness about gifting options.
Through multiple CTAs and headline copy on the homepage, immediately alleviate any doubt about
the existence of a gifting option and browse for gifts with confidence.
Find the perfect gift with guidance.
Use a comprehensive Gifting Guide and a Personalized Gifting Quiz to minimize choice paralysis
and find the perfect gift tailored to the recipient.PART 1 OF 2
Gifting Guide Page
Discover products categorized to the recipientās interests along with our gift recommendations to
simplify the process of deciding on a gift.
PART 2 OF 2
Personalized Gifting Quiz
Take a short quiz about the recipient and their interests to discover the best gift ideas,
just for them.
Be reassured of gifting options.
Multiple reassurances of gifting options prevent misleading users into believing that gifting is not an option, assuring them that they are correctly selecting the desired products.PART 1 OF 3
Product Page
Ensure gifting options are super clear by marking products as gifts even before adding them
to your cart.
PART 2 OF 3
Shopping Cart
Have reassurance that the selected product is intended as a gift in the Shopping Cart
while having the flexibility to change your mind.
PART 3 OF 3
Checkout
Receive a final reminder of the productās gift status in the Order Summary during checkout
to avoid any mistakes.
Personalize your gift.
Add personalized touches to your gift to make it even more special.
Reflection
A HUGE thank you to the GoPro team!
I had the honor of consulting for GoPro in my first-ever product design project. I gained immense knowledge and skills about product design, collaboration, and communication.
Iām super thankful for the invaluable support of my fellow teammates and the awesome GoPro team.
WHAT I LEARNED
Embrace iteration
Throughout the design phase, constant feedback from GoPro and my team led me to revisit ideation and tweak user flows. This non-linear, iterative process played a crucial role in enhancing the overall solutions.
Ideate without limits
The GoPro team fostered a creative environment, urging us to explore ideas freely. The seemingly ambitious Gifting Quiz concept proved more practical than expected and was enthusiastically adopted by GoPro, leading to its successful implementation.
Finally meeting Shinichi, Senior UX Researcher, in person!
3/5 of the GoPro team
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