How might we help Millennials & Gen Z
1.
Meet expectations
when giving gifts?
2.
Brainstorm
suitable gifts?
3.
Save time & effort
planning gifts?
Utilitarian App for Reducing Mental Load:
B2Gift
Industry: Productivity, Social Media
Role: UX Designer, UX Researcher
Time Frame: Feb 2023 - Apr 2023
Tools: Figma, Photoshop
Skills: Competitor Analysis, Design System, Branding, User Research, Usability Testing
Gift giving can invoke happiness,
but it can also trigger stress.
Research Findings
Following findings from user research and competitor research,
I narrowed the project scope to reducing the burden of gift-giving during birthdays and
determined the most common users of a direct competitor were aged between 18 - 34 years old.
Motivations for Gift-Giving
Desire to invoke happiness
Hope to console
Love & Affection
Appreciation
Reciprocation
Pressure to meet expectations
Pain Points of Gift-Giving
Brainstorming an appropriate, suitable gift
Spending time planning
Not being able to anticipate the gift recipient's response
Methods for Planning Gifts
Noting down the gift recipient's preferences, interests, needs, stage in life
Searching online
Keeping a running list of "hit" gifts
Sharing a wish list
Personas
Feature Exploration
Lo-Fidelity Wireframes
After conducting competitor research,
I compiled a shortlist of potential features for B²Gift:
Profile
discloses preferences, interests, & needs,
helping users better meet expectations
Gift Wish List
serves as a gift registry,
saving users time & effort
in planning gifts
Birthday Calendar
provides reminders for upcoming birthdays,
helping users determine time to plan gifts
Gift History
track gifts given & received,
allowing users to pinpoint which types of gifts
are most well received
Task Flow
Initial Usability Test Results
Task Success Rate: 100% (met success metric of 75%)
Avg. Time on Task: 9 minutes (did not meet success metric of 2 minutes)
Participants: 5 individuals (aged between 22 - 34 years old)
Design Patterns & Branding
Because birthdays are recurring celebratory events that often involve multiple parties,
I determined that designing a peer-to-peer application would be an effective approach to the problems defined through the user interviews I conducted with 5 individuals aged between 22 and 34 years old
(the core demographic of a direct competitor).
I referenced design patterns common in social media platforms such as Twitter and Youtube.
Lo-Fidelity Wireframe
During usability testing, participants expressed their delight in
seeing pill buttons and progress bars throughout their user journey.
Pill Buttons
increase readability &
reduce cognitive load!
←
Hi-Fidelity Wireframe
Progress Bars
encourage user engagement
& increase user satisfaction!
←
Hi-Fidelity Wireframe
