Giftly - A Collaborative Gifting App

TLDR;

OVERVIEW

Giftly is a collaborative gifting app that reduces the complexity of group gifting by enabling a seamless way of tracking events, conversations, and purchases.

DURATION

05/2024 to 06/2024 (1 month)

ROLE

Product Manager, UX Designer

RESPONSIBILITIES

End-to-end product lifecycle management (up-to implementation), market research, problem definition, personas, user stories, feature prioritization, user journey, user flow, visual design, wireframing, prototyping, user testing.

PROBLEM

People find it difficult to allocate time for gift shopping either individually or with a group of friends. Coordinating between a group of people to provide a group gift is hectic with multiple schedules that do not match. A tool that provides gifting options, a group chat with collaborative tools, and ways to track purchases is required to make the process simple.

REQUIREMENTS

Social aspect to collaborate with people

Create and view wishlists

Add/view important events for themselves and others

Choose gifting ideas based on occasions

Group voting on the right gift

Relevant payment methods

Reminders to group members to pay their share of the price

GOALS

A mobile app that provides gifting options for many occasions.

A color palette that resembles the joy of gifting and celebration.

A dedicated store with a variety of events and associated gifts.

Individual and collaborative purchases, with a vote option in group chats.

PROBLEM STATEMENT

People find it difficult to allocate time for gift shopping either individually or with a group of friends. Coordinating between a group of people to provide a group gift is hectic with multiple schedules that do not match. Identifying the right gift for the right occasion is difficult since the odds of repeat gifts are high with respect to certain events/occasions.

A tool that provides adequate gifting options, a group chat with collaborative tools, and an option to track purchases is required to make the process simple.

>75%

Interviewed users are not willing to put in the effort to shop for gifts and end up gifting money or gift vouchers to save time.

70%

Interviewed users are willing to try a service with a streamlined collaborative gifting feature.

PERSONAS

PAIN POINTS

1. Lack of time to go shopping for gifts.

2. Difficulty in organizing a group to select and purchase a gift due to varying schedules.

3. Repetitive gifts or gifting unwanted items.

4. Remembering important events and keeping up with updates to event schedules.

5. Managing and reminding the group to contribute their share of the gift's price.

6. Understanding the giftee's personal requirements

IDEATION

The research and interviews indicated that a majority of the people found difficulty in choosing the right gift and coordinating with a family/friend/peer group to buy a gift for an occasion. While there are platforms that provide a wide variety of products to purchase, there are limited options for seamless collaboration between people to coordinate and purchase said gift.

Color Palette

Typography

ROBOTO REGULAR

ROBOTO MEDIUM

Aa

The user journey was broken down into the following core functions - onboarding, event creation, shopping, wishlist, cart, share with contacts, create conversations, calling a vote, purchase, reminders for payment, and delivery.

The concept involved iterations of how to represent the HR functions in a way that is familiar to users of the desktop app as well as intuitive for new employees. The focus was to establish the mobile app as a go-to source for the most commonly used HR functions to save employees the time and effort. The usability studies of the early-stage wireframes showed the requirement of the custom server URL page to allow for higher levels of access if necessary. Additional research indicated the level of information that is allowed to be displayed in the app with respect to employee records and information.

Based on continuous feedback, the final feature set for the app was decided as follows.

1. Login and profile creation

2. Hompage with upcoming events

3. Shop with different gift categories

4. Cart

5. Wishlist

6. Event creation with the option to share with contacts

7. Purchase either individually or as a group

8. Conversations and group chats

9. Call a vote on a gift within a group chat

10. Send reminders to group regarding payment

11. Track purchase status of the group

12. Track order status and delivery

LOGIN

PROFILE

PAYMENT MODES

SHOP

HOME

LATO BOLD

Aa

ADD EVENT

SHARE EVENT

SHOP CATEGORY

WISHLIST

ORDERS

CART

SPLIT PURCHASE

GROUP VOTE

VOTE STATUS

BOOK DELIVERY

PURCHASE STATUS

ORDER DETAILS

CONVERSATIONS

CHAT OPTIONS

FINAL RESULT

Upon multiple iterations of the wireframes and prototypes, the final mockup of the mobile app was completed. Multiple rounds of user testing were completed to identify any gaps in the flow and design. The test results were satisfactory and relevant feedback was recorded for future versions.

LOGIN & PROFILE

ADD EVENT & SHARE

GROUP PURCHASE

INDIVIDUAL PURCHASE

TAKEAWAYS

1. User research showed the dissatisfactions and needs in the gifting space.

2. The quick access carousel in the Homepage was changed to Item Types since more users preferred to choose their own types of gifts for events.

3. Personalization and gift suggestions based on purchase history can be included based on the type of event entered during creation.

4. The recommendation/sharing option was appreciated.

5. Some users wanted to track events and purchase gifts individually, which has also been implemented in the cart through a toggle.

NEXT STEPS

1. Include personalization and recommendations based on user behaviour.

2. Implementation of Accessibility Features such as dark mode, screen reader support, etc.

3. Seamless integration with other messaging applications (WhatsApp, etc.) if it is a priority for users.