GoPro
Integrating a gifting experience
on GoPro’s website
ROLE
Product Design
Consultant (Contract)
TIMELINE
Jan 2022 - May 2022
DISCIPLINE
UX Research
UX Design
TOOLS
Figma
Miro
TEAM
Sunny Park
Forrest Kim
Asfaha Asfaha
Shin Chan
Joanne Chuang
IMPACT
This project was shipped in Q4 2022.
While not every part of our design recommendation was implemented, our conceptual ideas, as well as the majority of our designs, have been incorporated.
CONTEXT
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.
Holiday seasons spike product sales. However, GoPro currently lacks a gifting experience.
There is no gifting experience that can allow GoPro to optimize holiday sales. Therefore, how might we integrate a seamless gifting experience on the GoPro website?
THE PROBLEM
User goals
Find the perfect gift that is personal to the recipient
Save time finding a gift
Business goals
Increase holiday product sales
Inform users of gifting options, especially the GoPro Subscription
PROJECT GOALS
01
DISCOVERY
As many gifting experiences already exist, I needed to start by understanding the landscape and the experience users anticipate.
✦ RESEARCH GOALS
Having research goals guided which research methods we used.
01. Understand consumer priorities and values in online gifting
02. Identify challenges consumers face when shopping for gifts online
03. Identify touch points to introduce gift options during online shopping
✦ RESEARCH METHODS
To discover the current gifting experience landscape, our research methods were:
competitive analysis
literary 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
Through affinity maps, I synthesized our research findings into 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
02
IDEATION
✦ USER FLOWS
Taking my findings, I mapped out user flows to visualize potential layouts of our solution and identify edge cases. This allowed me to consider all possible scenarios and design a more comprehensive solution.
✦ CRAZY 8 EXERCISES
With the structure of the solution in place, we explored various ways to flush out the design. To generate a diverse range of ideas, we conducted Crazy 8 exercises, allowing me to sketch out multiple design concepts and diverge creatively.
✦ DESIGN ITERATIONS
Converging to the best final design recommendation involved designing several iterations and making important design decisions based on rationale.
GoPro cameras can be purchased in a bundle with the GoPro Subscription but gifted seperately.
While looking at a Product Page for a GoPro Camera, I needed to decide:
How might users clearly know that the camera and subscription can be gifted separately?
Design Decision #1
Design Decision #2
In order to have seamlessly integrate, gift personalizations I had to solve:
How might users smoothly add gift personalizations during their purchase process?
DESIGN
03
FINAL DESIGNS
My solution is a seamless end-to-end gifting experience on GoPro’s website.
The experience starts by spreading initial awareness about the gifting option and reassures users of gifting until they checkout.
Gain awareness about the gifting option
☑️ WHAT I DID
Added a gifting CTA on the top banner, landing screen, and navigation bar
❓ WHY
Immediately alleviates doubt about the presence of a gifting option
Find the perfect gift with guidance
☑️ WHAT I DID
Designed a Gifting Guide and Personalized Quiz to help gift givers find the perfect gift
❓ WHY
Many gift givers begin looking for gifts without a specific item in mind and struggle with the selection process
PART 1 OF 2
Gifting Guide Page
☑️ WHAT I DID
Categorized products by hobbies and interests
❓ WHY
Streamlines gift options and simplifies the selection process for gift givers
☑️ WHAT I DID
Recommend gift ideas
❓ WHY
Reduces choice paralysis for gift givers
☑️ WHAT I DID
Specifically recommend the GoPro Subscription as a gift idea
❓ WHY
Informs users that not only products, but also the GoPro Subscription is giftable
PART 2 OF 2
Personalized Quiz
☑️ WHAT I DID
Created a personalized quiz that recommends tailored gifts for the gift recipient
❓ WHY
Allows users to easily find the perfect gift in an interactive and engaging way
Be assured of gifting options
☑️ WHAT I DID
Allow users to mark items as gift and/or assure users that an item is being gifted on the Product Page, Shopping Cart Page, and Checkout Page
❓ WHY
Unclear gifting options can mislead users to believe that gifting is not an option
PART 1 OF 3
Product Page
☑️ WHAT I DID
Added “Mark as gift” checkboxes for both the product and subscription
❓ WHY
Makes it super clear that the product and/or subscription can be given as gifts
PART 2 OF 3
Shopping Cart
☑️ WHAT I DID
Added “Mark as gift” checkboxes in the Shopping Cart
❓ WHY
Reassures users if an item has been marked as a gift AND remind users that a gifting option is available
PART 3 OF 3
Checkout Page
☑️ WHAT I DID
Indicated whether an item has been marked as a gift in the Order Summary on the Checkout Page
❓ WHY
Prevents user mistakes and ensures certainty regarding whether a specific item is being purchased as a gift
Personalize gifts
☑️ WHAT I DID
Added gift personalization features to schedule delivery date, add a message, and add videos/photos to the gift.
❓ WHY
Consumers often avoid online gift giving as it can feel impersonal
✦️ RESEARCH INSIGHTS ANSWERED
INSIGHT
Unclear gifting options mislead users
Gift givers are unsure what to gift
Gift givers and recipients value personalization
3 Gifting CTA’s on the Home Page
Reassurance of gifting options on Product Page, Shopping Cart Page, and Checkout Page
Gifting Guide Page
Personalized Quiz
Gift Personalization
MY SOLUTIONS
USER TESTING
04
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 key findings were:
But… did users use our designs the way we intended?
75% of users did not go through any of the gifting entry points on the Home Page and tried to look for their own gifts
50% of users assumed that the Gifting Quiz would not be helpful in finding a gift and did not take the quiz
“Recommended Gifts” on the Gifting Guide didn’t have enough information for a user to make a decision on what to gift
100% of users valued the gift personalization and chose to customize their gifts
Given more time…
I would run user tests where users are not directly prompted to gift in order to see if they are able to become aware about the gifting option as our Home Page designs and Gifting Guide were intended mainly to spread awareness about a gifting option.
FINAL REFLECTION
★
HUGE THANK YOU TO THE GOPRO TEAM ❤️
✦ WHAT I LEARNED
While I was designing the solution, I continuously received feedback and had to go back to ideation and update the user flows. Through this non-linear, iterative process, I was able to come up with even stronger solutions.
It’s okay to go in circles
The GoPro team fostered an environment of creativity, inspiring us to explore our imaginations and ultimately conceive the Gifting Quiz idea. While initially seeming ambitious, the concept proved more feasible than we anticipated and was ultimately embraced by GoPro, who even followed through with its implementation.
Don’t hold back when ideating solutions
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