Redeeming gifts is core to the Giftpack experience, but users weren't completing the process. After we redesigned the flow, rate of redemptions rose by 15x.

Role

Sole Product Designer responsible for all UX/UI aspects of the project, from strategy and copywriting to prototyping and handoff

Team

Archer Chiang, Product Manager;
Ping Cheng, Front End Developer

Duration

1 week project as a part of my internship

BACKGROUND

Giftpack is a SaaS company helping clients automate their gifting process. A large chunk of our clients are sending gifts to 100+ employees.

Problem

Users were not redeeming their gifts, which meant we were not fully capturing our client's gift recipients.

The core gifting process is completed after users choose one gift from five options sent to their inbox. Only after this can the gifts be processed and delivered. We found folks were not making the gift selection, which meant we were not satisfying our clients and our users were not able to receive their gifts in time.

Solution

We redesigned the gift redemption page to be more efficient, resulting in a tighter flow that allowed for better decision making and faster gift redemptions.

Receivers are now able to browse all of their gift options at once and interact with specific products. The friendly copy and nod to more familiar e-commerce patterns increases trust and eases our user's cognitive load, which helps them select and redeem a gift faster than before.

OUR USER

Gift receivers range from employees, to customers, to friends.

Everything through the service is completed digitally and in a core flow, we give users five gift options to choose from.

Because this was one of my first projects on the team and there wasn't access given to our current user base, I discussed personas with our Marketing and Operations teams and constructed one to reference throughout my process.

RESEARCH - USER INTERVIEWS

A bulk of our users are like Natasha - working professionals with limited time to spare. Now we needed to set up a more defined problem space.

I found three people through my network that closely matched our persona to interview. Two worked in organizations with more than 20+ employees and the other had managerial experience.

Our goal: to better understand their feelings when receiving gifts in the workplace via an online source and defining specific weaknesses in the current flow.

The outcome: through each in-depth interview, we found similar feelings across the board and saw large problem themes emerge.

RESEARCH - USER JOURNEY

After achieving a deeper understanding of our users, I worked with our Operations team to craft a user journey, which reinforced themes from our interviews.

OPPORTUNITY

We defined three key areas that would work in tandem to create a more trustworthy experience as well as could be quickly shipped.

Assessing our research from our interviews and journey, we highlighted three solutions to implement: UX copy revision, quick gift comparison, and a tighter communication flow. We envisioned these working in tandem to create a more trustworthy experience that respected our users time.

Solution pt. 1 - UX Copy

We explored copy alternatives to "claiming" a gift and revised it to read as "redeeming" a gift.

All three of our interviewees commented on the negative connotations of the word "claim". It made them feel like the gift belonged to someone else and made the process feel more complicated. One mentioned it reminded them of filing a claim.

​In comparison, "redeem" gives more power and autonomy to the user. It's also a word used in similar instances of accepting something digital such as gift cards.

Solution pt. 2 - GIFT COMPARISON

Then to save users time and allow them to compare between gift options, a new redemption page needed to be designed.

We explored different layouts and card structures, noting the positives and negatives of each that were discussed further with the team.

To help with decision making we added a layer of community vetting. When choosing between products, people value input from others, typically in the form of ratings and reviews. We didn't have an existing database of textual reviews, but did have numbers on how many people redeemed a certain gift.

Solution pt. 3 - Adding Familiarity

It's clear trust needed to be built early on, so adding familiar artifacts was an easy way to start laying this foundation.

We made it possible to customize the redemption page by adding a custom message and including a logo. These familiar images and personalized messages make the process feel more legit and gives the client another touchpoint to delight their gift receivers.

OUTCOME AND MEASURING SUCCESS

This redemption flow was one of my first live projects and increased our gift redemption rate by 15x.

Our gift receivers previously took 7 days on average to redeem a gift, but now complete the process in about 14 hours. ​Another way we're measuring success include the ratio of people who redeem a gift vs. those who choose to donate the proceeds - this affects the performance of our platform in the eyes of our vendors.

Reflection

I experienced so much self-doubt at the beginning of the process, but found clarity after being open about it with my team and working together with other departments.

Something important I learned throughout this process (and what I excitedly tell anyone who accidentally asks me how I'm doing) is how to treat the design process as a tool rather than a to-do list. When working with stakeholders, teammates, and business metrics, it's important to be able to flex and understand which parts to focus on and which parts to save for later in order to solve the problem at hand in the given timeframe.

With more time and resources, I'd like to test the final prototype with existing users and complete at least two to three more rounds of changes.

ACCIDENTAL Opportunity

The final design accidentally opened the door to introducing sponsored products into our redemption flow.

AKA I meant to do this all along! 

We have five (5) products on a 3x2 grid, the 6th spot initially taken by a donation card. After we pushed it lower on the page to bring more focus to the products, the spot became empty and created an opportunity for product sponsorships.

FURTHER EXPLORATIONS

After the project was shipped, I explored different ways time could be implemented to add a sense of urgency on the page rather than solely sending reminder emails.

Some designs were more subtle while others were forward. When reviewing, leadership preferred the bold approach. Personally, I liked the more subtle components, but there may be room to integrate both when thinking about proximity to expiration date.