RE-DESIGN OF AN E-SHOP
‘Sugarwish’ is a unique gifting company where the gift buyer is able to send an e-gift card digitally with no mailing address required. The gift recipient receives the eCard and is invited to go to the Sugarwish website to pick their favorite treats or beverages. Those picks are shipped directly to the recipient. This structure leads to the recipient getting a gift with their favorite items, so the buyer knows that every gift will be personalized and enjoyed by the recipient.
Based on the reseach the client has provided, there was a fallout at the flow. Esspecially at the part where the user needs to select and choose an e-card. We have detected this to be a problem, since it is the 3rd step of the curent flow.
The main goal of the project is to (re)define the ‘Send a Sugarwish’ flow for the customers. Based on the research we have done, we switched the flow starting from the gifting cards followed by the choosing of the type of gift and it’s size. The idea is for the user to speend more time adjusting and personalising the e-card. We want to bring this gifting experience as closer to the physical one as possible. Therefore, personalising a gift card gives it a more personal note on the whole idea of the gift. Next step is the choosing of the size of the gift and since the choosing of the gift flavours will be done by the recievers themselves, we have switched possisons and made the personalised eCard to be step number 1. Providing a stepper also helps the user knowing exactly how many more steps he has left until he has done the order.
The design process and schedule over the course of intense 4 weeks.
We did an online survey using google Forms to observe any paterns or similarity between users. 20 + people filled out the survey which helped us frame some of the main questions that we were having.
We invisioned a persona that can be a potential user based on our user interview, the survey that we did and the information that we got from the client.
The idea is to reduce flow abandonnment on the eCard choosing page.Because the recipient chooses the flavor of the cookies (the gift itself), we saw it as a good opportunity to begin the flow with choosing of the eCard and opportunities to customize and personalize it. By ‘get it over with’ as a first step which will also be a fun one, the user will already be done with the most engage part of the flow without even realising, thus the risk of flow abandonment will decrease.
Hi fidelity wireframing with the new user flow.
