Case Study

Gifftr

Gifftr

Designing the ultimate social gifting experience

Designing the ultimate social gifting experience

Overview

Gifftr is a social gifting platform designed for users to purchase and receive celebratory gifts from friends and family, both locally and internationally, for marking special occasions and life milestones. Users can celebrate events such as birthdays, weddings, baby showers, anniversaries, and graduations by creating and sharing personalized wishlists. These wishlists allow friends and family worldwide to contribute gifts or funds towards memorable experiences, enhancing the event's significance.

The objective of this project was to develop the Gifftr MVP, focusing on enabling users to purchase gifts or create wishlists, including experiences such as dinner reservations.

Role

Lead Product Designer

Lead Product Designer

Team

3 Engineers

1 Product manager

3 Engineers

1 Product manager

Timeline

6 weeks

Figma

Adobe Illustrator

QuickSight

Skip to the prototypes

Research

Method: Survey

We conducted an extensive online survey across a diverse demographic to pinpoint user pain points and understand their challenges with gifting. Our aim was to gather insights on how Gifftr could best address these issues. Utilizing QuickSight, the survey engaged over 3,000 users from various regions of Nigeria.

Below are key findings from the survey:

Method: Survey

We conducted an extensive online survey across a diverse demographic to pinpoint user pain points and understand their challenges with gifting. Our aim was to gather insights on how Gifftr could best address these issues. Utilizing QuickSight, the survey engaged over 3,000 users from various regions of Nigeria.

Below are key findings from the survey:

Expand

Competitive Analysis

I conducted a competitive analysis to assess product-market fit and identify strategic opportunities for Gifftr's growth.

I conducted a competitive analysis to assess product-market fit and identify strategic opportunities for Gifftr's growth.

Suregifts

Strength

  • Supplies wide range of gift cards for various stores in Nigeria.

  • Has a wide range of gift card recommendations.

Weakness

  • Users cannot confirm details on the gift cards at the vendor stores.

  • Website is not intuitive enough, especially for the older demographic.

Jumia

Strength

  • Provides a wide range of items across various categories and for every demographic.

  • Most popular shopping site in the country.

Weakness

  • Cannot recommend personalized gift items for users.

  • Website usually shutdown during promo days like Black Friday.


Opportunities for Gifftr

Through research and ideation exercises aimed at understanding our users and their preferences, we have identified key go-to-market strategies for Gifftr's initial launch:

  1. Free and Ad-Free Experience: Ensure the app is free and affordable for users, without intrusive in-app ads, to minimize drop-offs.

  2. AI-Powered Personalized Recommendations: Implement AI-assisted recommendations for personalized gift items based on user-inputted criteria.

  3. Live Feed Feature: Introduce a "Live Feed" feature where users can share real-time moments of their celebrations with friends and family who are unable to join them in person. This feature will allow photo and video sharing, enhancing the remote celebration experience.

  4. Wishlist Creation: Enable users to create wishlists comprising both physical gifts and experiences such as dinners and travel. Friends and family can contribute towards making these wishes a reality.

From the research and ideation exercises carried out to better understand who the users are, and what they want, we were able to highlight some go-to-market solutions that Gifftr can provide on her first launch.

Personas

Based on the data gathered from my study, I developed user personas to gain a comprehensive and empathetic view of the intended audience. This enabled me to make knowledgeable choices that coincide with the specific requirements, objectives, and actions of the users.

Esther (Caterer, 28)

Esther is a successful caterer in Ibadan, Nigeria. She is married with kids, and has 4 siblings, 2 of who live in Lagos. As a well renowned caterer, Esther gets a lot of catering orders from her clients in various parts of Nigeria.

Goals

  • Make her family and friends happy by celebrating special moments in their lives.

  • Find quality affordable gift for several occasions.

  • Find personalised gift items tailored to the recipients of the occasions.

Frustrations

  • Gets overwhelmed with work and forgets to plan gifts for loved ones on their occasions.

  • Gift items are expensive.

  • Skeptical about shopping online.

Jade (Consultant, 32)

Jade is an IT Consultant who lives in Lagos, Nigeria. He is tech savvy and very familiar with gifting apps, although he finds most of them less efficient and often drops off from using them. He wants to see gifting apps with enough variety of personalised gifts that are peculiar to his loved ones.

Goals

  • Gifting apps with positive organic remarks

  • Enough variety

  • Brand assurance with gifting platforms

Frustrations

  • Apps with too much information can be a bit overwhelming

  • Too many onboarding details being requested for

User flows

I developed user flows to visually map out the user journey, emphasizing the various routes users take to meet their needs. This assisted in comprehending the user experience, pinpointing possible frustrations, or spots that could be improved.

Wireframes and Prototypes

After crafting the user flow, I sketched initial layout and interface ideas on paper for the MVP. Then I produced low fidelity prototypes from these drafts and carried out a few evaluations with the team and stakeholders. Taking their feedback into account, I revised the Onboarding procedure and Recommendations screen, and tested them once more before transitioning to the development of high fidelity screens.

After crafting the user flow, I sketched initial layout and interface ideas on paper for the MVP. Then I produced low fidelity prototypes from these drafts and carried out a few evaluations with the team and stakeholders. Taking their feedback into account, I revised the Onboarding procedure and Recommendations screen, and tested them once more before transitioning to the development of high fidelity screens.

Style Guide

For a seamless design experience, I created a style guide to ensure a steady correlation between the layout, UI elements, and other visual components essential to the product. This guarantees continuity across designs and saves time when reusing elements across interfaces.

I also curated a color palette from the brand guidelines to uphold brand consistency, enhance visual hierarchy, and convey a tone of trust, confidence, reliability, and approachability. The typeface used across the product is Nunito, which is in line with brand directives for a clear, legible appearance.

Additionally, I crafted some custom icons, illustrations, and other UI components to uphold brand coherence within the product’s design.

Home feed and Explore

The “Home feed” shows a chronological stream of content from accounts that users follow. Here, they see general updates from Gifftr users they follow, and others within their proximity. The “Buddies” tab displays content from other Gifftr users they’re following.

The “Home feed” shows a chronological stream of content from accounts that users follow. Here, they see general updates from Gifftr users they follow, and others within their proximity. The “Buddies” tab displays content from other Gifftr users they’re following.

The “Explore” feature is where users can discover new and diverse content beyond their feeds. It presents a curated selection of gift content, popular gift packages by their occasions, recommendations, based on algorithms, or user behaviour.

The “Explore” feature is where users can discover new and diverse content beyond their feeds. It presents a curated selection of gift content, popular gift packages by their occasions, recommendations, based on algorithms, or user behaviour.

Create a Wishlist

A wishlist is a collection of gift items or experiences that users create for specific occasions. Users can share their wishlists within the app (with buddies) or through a shared link, allowing friends and family to view and fulfill the desired gifts or experiences for the user, promoting a collaborative gift-giving experience.

A wishlist is a collection of gift items or experiences that users create for specific occasions. Users can share their wishlists within the app (with buddies) or through a shared link, allowing friends and family to view and fulfill the desired gifts or experiences for the user, promoting a collaborative gift-giving experience.

Buy Gifts

The Gift Basket feature enables users in the diaspora to curate and fulfill a list of gift items or experiences for their friends and families, whether they use the app or not. Users input recipient details, and the app provides personalized recommendations for gift items or experiences from trusted vendors, offering a convenient and tailored way to connect and share sentiments across distances.

The Gift Basket feature enables users in the diaspora to curate and fulfill a list of gift items or experiences for their friends and families, whether they use the app or not. Users input recipient details, and the app provides personalized recommendations for gift items or experiences from trusted vendors, offering a convenient and tailored way to connect and share sentiments across distances.

Desktop screens

Usability testing and Design handover

After creating prototypes, I conducted a subsequent round of usability testing. This involved engaging with stakeholders and actual users to assess the product's viability and measure user satisfaction.
The testing was done to validate the design decisions, identify potential issues, and ensure that the final product aligns effectively with user needs.

Upon receiving approval for the prototypes, I proceeded with the design handover phase where I collaborated with the engineers, sharing the approved prototypes, style guides, and essential documentation. This facilitated a smooth transition from design to development, ensuring that the engineers had the necessary assets and information to begin implementation.
The goal was to maintain design consistency and accurately translate the user experience into the final product.

Click to view the (mobile) prototype

After creating prototypes, I conducted a subsequent round of usability testing. This involved engaging with stakeholders and actual users to assess the product's viability and measure user satisfaction.
The testing was done to validate the design decisions, identify potential issues, and ensure that the final product aligns effectively with user needs.

Upon receiving approval for the prototypes, I proceeded with the design handover phase where I collaborated with the engineers, sharing the approved prototypes, style guides, and essential documentation. This facilitated a smooth transition from design to development, ensuring that the engineers had the necessary assets and information to begin implementation.

The goal was to maintain design consistency and accurately translate the user experience into the final product.

Click to view the (mobile) prototype

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© 2024 Dami Ajayi. Built with ❤️ 💡 and ☕️

home

work

about

El

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Be

Ln

© 2024 Dami Ajayi. Built with ❤️ 💡 and ☕️

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about

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