A Digital Initiative to Assist Gift Givers
#UX #InteractionDesign #Extension #Mobile
Background
The Challenge: So many emotions, motivations, and traditions are tied up in gift-giving. Understand the functionality and emotions of people around gift-giving and identify an opportunity area to improve upon. Then design an experience that would improve this.
The Timeframe: 2 weeks
The Team: Caroline Buck and Julia Halpern (myself)
My Role: Team Lead
Initial Assumptions around Gift Giving:
We created a mind-map around gift giving to direct our research, and determined to test the following assumptions through our research:
1) It’s all about the recipient.
2) Finding a gift is best done solo.
3) Recipients don’t want to ask for what they want.
4) Time, money, and not knowing what to get are the biggest stressors.
Research
Through 1:1 interviews and contextual research, we determined the following about our assumptions:
1) It’s all about the recipient.
Through research, we found that this assumption is FALSE. The average gift-giver found it important to demonstrate thoughtfulness and an investment of time…. even if the recipient just wanted cash. Gift givers want to show themselves through their gifts.
Which means gift giving isn’t all about the recipient, it’s about how the gift giver selects a gift, and how that reflects the relationship.
“I feel I have to present it nicely and put in some extra time because I didn’t figure it out on my own. There’s some guilt.”
2) Finding a gift is best done solo.
Our research also found this assumption to be FALSE. The average person preferred shopping with a friend, and would ask friends and family for their input while searching for gifts.
“I helped my boyfriend pick out gifts as a way of mediating his stress.”
“Shopping somewhere pleasant is always better because it’s easier to find someone to shop with you.”
3) Recipients don’t want to ask for what they want.
Our research found this assumption to be TRUE. The average person will pass on a gift list when pressed, but prefers to be surprised. “Surprise” came up again and again in our research as important for a good gift.
“But it’s not a Christmas gift if I ask for it.”
“Every year I get a gift I absolutely did not expect, and that is my favorite thing about the holiday.”
“If I’m told what to give someone, then it feels like a chore to pick it up.”
4) Time, money, and not knowing what to get are the biggest stressors.
TRUE. Across the board these were the biggest stress points for the holiday shopper. Lack of confidence in gift choice ranked as the biggest stressor without a ready solution.
“Oof. There’s not enough time, you’re spending a ton of money all at once, and feeling like you have to make a decision even if you haven’t found the right gift.”
Findings
A great gift is a combination of knowledge about the recipient and quality of the gift. A gift’s “quality” could be brand, the time spent towards purchasing or creating a gift, or the price.
The Real Problems:
1) Gift givers’ Main stress is caused by the pressure to give a Thoughtful gift
2) Givers often don’t have confidence in their choice because they can’t ask directly
3) Giving a bad gift could hurt the relationship.
The Christmas List App
Best ranked of the holiday gift-giving apps
Amazon Wishlist
Sets the industry standard for online shopping.
If we want to integrate social media, we want to be clear about how we stand apart from this site.
Design Directives
We determined to design with the following in mind:
1) Increase a giver’s confidence by providing information about the recipient
2) Allow the giver to use their knowledge in gift-hunting
3) Increase a giver’s confidence about their gift through positive feedback before the gift is even purchased
Prototyping & User Testing
We began sketching out ideas immediately. As we started prototyping, first with paper prototypes and low fidelity wire frames, we tested for the following:
Layout, language, and navigation
Thoughts on privacy and social media
Comfort with extensions and on-boarding methods
A-B testing for profile layout
In-store shopping needs
Ranking different versions of a chrome extension
Quick and dirty paper prototype extension using post-its.
The Result: Gift Ninja
Using a mobile app, chrome extension, and website, we created a means for users to create a list of recipients, divvy their budget accordingly, and bring Gift Ninja with them as they shopped, online with the extension or in person through the mobile app.
Gift Ninja helps users find confidence in their gift:
Once users create a list of who they will buy presents for, Gift Ninja helps the user find the most thoughtful gift. It does this through the combination information gleaned through public social media and allowing the user to contribute information about the recipient. Combined, this information populates gift suggestions, preferred brands, beloved restaurants, all to either direct the user to a gift purchase or inspire as they continue shopping.
The extension provides inspiration gleaned from public social media through the "Suggestions" tab.
Gift Ninja Keeps it Social
Gift Ninja helps the user find a thoughtful gift without asking the recipient directly. Suggested items are populated by what is found on the web as well as the personal knowledge. Additionally, the user can send out a list of potential gifts to mutual friends to determine which gift might be the best option for the recipient. Without asking directly, the gift giver can increase their confidence that they are indeed finding the right gift.
Gift Ninja helps with time and money management
Additionally, Gift Ninja will remind you how many days you have left until presenting your gift while the budget management function helps you stay on track with your spending!
View our prototypes:
Mobile App
https://invis.io/2N9TX6HYQ#/212235198_Profile-Saved_Ideas
Extension:
https://invis.io/EV9V9UVYK#/212907219_Desktop_HD_Copy
Website:
https://invis.io/ES9U3AS7A
Future Additions:
In the future we would like to explore and expand to accommodate some of the following options:
Explore beyond the holidays to other gift-giving occasions
Develop extensions for other browsers beyond Chrome
Expand mobile application from iPhone to include Android