GoPro
Integrating a seamless online gifting experience for holidays
Team
Sunny Park
Forrest Kim
Asfaha Asfaha
Shin Chan
Joanne Chuang
Discipline
Product Design
UX Research
Timeline
Jan 2022 - May 2022
Tools
Figma
As Lead Product Design Consultant, I partnered with GoPro’s Senior Product Designer and UX Researcher to develop a solution from research to prototype
My Role
Problem
GoPro lacks an online gifting experience to optimize on holiday sales.
During the holiday seasons, businesses, including GoPro, experience huge spikes in product sales due to the gifting season. With the increasing popularity of online shopping, online gifting has become even more prevalent, making the act of gifting easier than ever.
Project Goals
Business goals:
User goals:
Design Challenge
How might we create a seamless and engaging online gifting experience for GoPro to maximize holiday sales and make gift-giving more delightful and effortless for customers?
design process
01
discover
User Research
How do people gift online today?
With many online gifting experiences that already exist, I needed to understand the current landscape of online gifting experiences and what users expect from an online gifting experience. Setting research goals helped shape the methods and questions to ask.
My research methods were:
competitive analysis
literary research
Research Findings
Online gifting is confusing and difficult.
KEY INSIGHT #1
Unclear gifting options mislead users to draw false conclusions that gifting options are unavailable
KEY INSIGHT #2
Gift givers look for gifts without a specific item in mind and struggle with the selection process
KEY INSIGHT #3
Gift personalizations make gifts seem thoughtful despite online gift giving feeling impersonal
ideation
02
User Flows
Taking my findings, I crafted user flows to map all potential touchpoints in a user's website journey, seamlessly integrating the gifting experience and visualizing edge cases.
Wireframing
Through Crazy 8 exercises, I quickly sketched out multiple design concepts in low-fidelity wireframes and diverge creatively.
Users can purchase cameras and a subscription in a bundle, and individually gift just one part.
Design Iterations
While narrowing down our designs, I identified an edge case to address:
Iteration #1: Checkbox to add subscription
👍 Concise👎 Too many checkboxes👎 Difficult to discernIteration #2: Button to add subscription
👍 Easy to discern👍 More straightforward👎 Confusion about the button’s functionuser testing
03
But what do the users actually think?
We conducted 8 moderated user tests through Zoom in order to observe how users actually interacted with the prototype. We gave them the prompt of trying to gift a GoPro subscription and product bundle to their friend that enjoys surfing.
Users prefer searching for their gifts without guidance
Key findings:
Users are skeptical about our gift recommendations
Users require ample information to make informed decisions
Users highly value gift personalization options
If I had more time, I would focus on making improvements to my designs in order to provide more credibility and information in gift recommendations.A seamless, end-to-end gifting experience
Final Designs
Gain awareness about gifting options
Through multiple CTAs and headline copy on the homepage, immediately alleviate any doubt about the existence of a gifting option and browse for gifts with confidence.
Find the perfect gift with guidance.
Use a comprehensive Gifting Guide and a Personalized Gifting Quiz to minimize choice paralysis and find the perfect gift tailored to the recipient.PART 1 OF 2
Gifting Guide Page
Discover products categorized to the recipient’s interests along with our gift recommendations to simplify the process of deciding on a gift.
PART 2 OF 2
Personalized Gifting Quiz
Take a short quiz about the recipient and their interests to discover the best gift ideas, just for them.
Be reassured of gifting options.
Multiple reassurances of gifting options prevent misleading users into believing that gifting is not an option, assuring them that they are correctly selecting the desired products.PART 1 OF 3
Product Page
Ensure gifting options are super clear by marking products as gifts even before adding them to your cart.
PART 2 OF 3
Shopping Cart
Have reassurance that the selected product is intended as a gift in the Shopping Cart while having the flexibility to change your mind.
PART 3 OF 3
Checkout
Receive a final reminder of the product’s gift status in the Order Summary during checkout to avoid any mistakes.
Personalize your gift.
Add personalized touches to your gift to make it even more special.
☆
final thoughts
A HUGE thank you to the GoPro team!
I had the honor of consulting for GoPro in my first-ever product design project. I gained immense knowledge and skills about product design, collaboration, and communication.
I’m super thankful for the invaluable support of my fellow teammates and the awesome GoPro team.
WHAT I LEARNED
Embrace iteration
Throughout the design phase, constant feedback from GoPro and my team led me to revisit ideation and tweak user flows. This non-linear, iterative process played a crucial role in enhancing the overall solutions.
Ideate without limits
The GoPro team fostered a creative environment, urging us to explore ideas freely. The seemingly ambitious Gifting Quiz concept proved more practical than expected and was enthusiastically adopted by GoPro, leading to its successful implementation.
Finally meeting Shinichi, Senior UX Researcher, in person!
3/5 of the GoPro team