Empathize

Research Methodology

During my research I decided to conduct user interviews and user survey to better understand the target users and to collect quantitative data regarding the demand on the feature. I also conducted an in-depth competitive analysis to learn and gather inspiration from other online retail stores.

User Interview

I recruited retail online shoppers for my interview. Participants shared where they normally shop online, what they like about it, what’s not working and what improvements they want to see. 

User Survey

I was able to gather 21 survey responses from online gift shoppers and 19 of them shops online because of convenience.

Amazon.com is shown to be the most favorite online retail store for shopping gifts online with 18 out of 21 votes, because of the variety of item selections, fast and free shipping, reviews, discounts and gift wrapping option. This is a great inspiration for the project.

Competitive Analysis

I utilized SWOT method to conduct the Competitive Analysis . With this, I found new opportunities to innovate the gift wrapping and gift message features.

Research Findings

To unify the large amount of data that I gathered, I created an Affinity Map. It allowed me to organize facts, opinions and problems.

Key Insights:

Overall, online gift shopping is part of everyone’s lifestyle and there is a strong demand for elevated gifting options.

Define

User Persona

I created a user persona with the data I gathered from the user research to represent our target users and to help me focus on the added feature design.

I formulated POVs and HMWs to help me shape my design process, generate ideas, and ensure that my solutions address user needs effectively.

Ideate

After establishing the target user’s needs, I came up with the additional features. I created User Flows and Task Flows to show the paths a user will take to complete a task.

After working on the flows and features, I worked on the sketch and mid-fidelity wireframes.

Additional Feature on Target.com’s Gift Options

I decided to focus on two added features for this project.

Currently, Target.com does not offer gift wrapping and only offers simple gift note feature just like every other online retail store. Based on my user research, these features will bring the online gift shopping experience to a different level.

Taskflow

Task: Add gift wrap and upgrade gift message to greeting card

Prototype

Let’s start building to test the ideas!

UI Component Library Kit

It turns out Target.com does not have an accessible UI Library Kit, I decided to create one for this project to make the entire task easier and faster. I spent some time to inspect the mobile website to make sure I am using exactly the same UIs.

Wireframes, Testing, and Iterations

Wireframing ensures that I am ideating towards optimal and user-focused product. This section will show the key screen wireframes development for Target.com’s additional feature.

Usability test was conducted unmoderated using Maze.co with nine qualified participants. After reviewing the results, I reached out to some of the participants to better understand their feedback and to have a better solution to address their pain points.

Test Task: Order the Monopoly board game as a gift and use the new gift option features at Target.com to make your nephew’s birthday gift look extra special.

Usability Test Key Insights:

• A participant expressed her frustration of not having the gift option page right away after selecting the item as a gift. She was skeptical to click checkout with the thought of not going to be able to add the gift notes and gift wrap. This needs iteration.

• The testers started clicking on the first blank gift message box instead of choosing an option first.The misclick rate started to go up from 44% to 67%. The heat map and click history pointed me to the exact spot. This explains some of the navigation rating of 4. This needs iteration and is considered a high priority.

How did I address their frustrations?

• Iteration #1: To address the frustration of not having the gift option page right away after selecting the item as a gift. I replaced the “Eligible for gift options” with “Check your gift options at Checkout” to give the customer guidance that during checkout she can check the gift options and edit them. Font color was changed to green to catch the customer’s attention.

• Iteration #2: I removed the first gift message box to make the flow better. This iteration made the options “Free” and “Gift message on greeting card” more visible.

  The wireframes below will show how the additional features - Personalized Gift Wrapping and Greeting Card will enhance customer experience and attract wider audience.

Target.com’s actual cart system screen

There is no option to tag a specific item as a gift in your cart, only a toggle button that indicates the order includes a gift.

This means if you ordered five items and only one of them is intended as gift, all the items will be packaged and shipped in the same manner, unless you place a separate order specifically for the gift item.

Target.com’s actual cart screen

Solution to gift item tagging: Sketch to Hi-Fidelity

I added a simple checkbox so shoppers can tag the specific item as a gift.

Iteration #1

Problem: Usability tester voiced out that she was skeptical to click checkout with the thought she might miss personalizing her gift item once she clicked the checkout button.

Solution: I updated the text “Eligible for gift options” to “Check your Gift options at Checkout” in order to provide customers with clear guidance. This adjustment prompts customers to access their gift choices and make any necessary adjustments while proceeding through the checkout process.

Personalized greeting card mid-fidelity wireframes iteration

After sketching and refining my mid-fidelity wireframes, I collaborated with fellow UX designers for feedback. To enhance the design, I prioritized re-designing the gift message - greeting card upgrade before moving on to hi-fidelity wireframes.

Initially, I aimed to provide the option of upgrading the gift message to a personalized photo greeting card with customer-uploaded images. However, in real life given the complexities, especially with Target.com orders being fulfilled in stores, necessitating new machinery and supplies for card creation, I reevaluated the approach.

To test this new feature efficiently, I decided to offer existing store inventory greeting cards. Customers can select a card and have their personalized gift message printed on it. This approach streamlines the process by utilizing available resources and eliminates the need for purchasing new equipment and supplies for creating custom photo cards.

New feature- personalized photo greeting card sketch

V.1 New feature - personalized photo greeting card

Personalized gift message feature

High Priority Iteration!

Iteration #2:

Problem: The testers started clicking on the first blank gift message box instead of choosing an option first.The misclick rate started to go up from 44% to 67%. The heat map and click history pointed me to the exact spot. This explains some of the navigation rating of 4. This needs iteration and is considered a high priority.

Solution: I removed the first gift message box to make the flow better. This iteration made the options “Free” and “Gift message on greeting card” more visible.

Gift Options with added features - personalized gift wrap and gift message upgrade

What’s Next?

Ideas for innovation:

• Design a way to incorporate different options of typography for the greeting card.

• Design a way to incorporate different font colors and weight.

• Provide options for some fun stickers, logos or illustrations for the greeting card.

• Make the personalized greeting card a whole new different part of the business, like Hallmark.com. Order a personalized card and send it without buying a gift. 

Target.com’s current gift option screen

Reflections

This case study has been a transformative learning experience for me as a UX design student. It has reinforced the importance of conducting thorough research, empathizing with users, and iteratively refining designs based on user feedback.

The concept of personalized gift wrapping and greeting cards emerged as a compelling solution to enhance the gifting experience at Target.com. Aside from convenience, this feature aimed to create a deeper emotional connection between the sender and the recipient, making the act of gift-giving more personal and memorable.

Throughout the process, I faced challenges that tested my problem-solving abilities and pushed me to think creatively. Balancing the technical feasibility, user expectations, and business requirements required careful consideration.

Adding personalized gift wrapping and greeting cards to Target.com's gift options has not only elevated the platform but has also deepened my understanding of the transformative potential of UX design. It has been an enriching journey that reaffirms my passion for creating meaningful and user-centered experiences.