GoPro

Integrating a seamless gifting experience

Timeline
January 2022 - May 2022

Tools
Figma

Role
Product Design Consultant

Team
Sunny Park
Forrest Kim
Asfaha Asfaha
Shin Chan
Joanne Chuang

Overview

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

Increase holiday product sales

Business goals:

Save time finding a gift

Inform users of all
available gifting options

Find the perfect gift for the recipient

User 
goals:

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 3 OF 3

Checkout

Receive a final reminder of the product’s gift status in the Order Summary during checkout to avoid any mistakes.

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.

Personalize your gift.

Add personalized touches to your gift to make it even more special.

design process

↓ so.. how did i get here?? ↓

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 goals were:

Understand consumer priorities and values in online gifting

My research methods were:

competitive analysis

Identify challenges consumers face when shopping for gifts online

literary research

I analyzed the gifting processes of 8 competitors and studied literary papers about the user experience of gifting from Baymard Institute and Nielson Norman Group.

Synthesis

Online gifting

is difficult

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

KEY INSIGHT #1

Unclear gifting options mislead users to draw false conclusions that gifting options are unavailable

discover

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.

Addressing an Edge Case

While narrowing down our designs, I identified an edge case to address.

Users can purchase cameras and a subscription in a bundle, and individually gift just one part.

This meant I needed to ensure users clearly understand that they can add a GoPro subscription to their camera purchase, creating a bundled purchase, and still choose to gift either one independently.

Iteration #1: Checkbox to add subscription

👍  Concise

👎  Too many checkboxes

👎  Difficult to discern

Iteration #2: Button to add subscription

SELECTED DESIGN

👍  Easy to discern

👍  More straightforward

👎  Confusion about the button’s function

ideation

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.

Key findings:

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.

user testing

Users prefer searching for their gifts without guidance

Users are skeptical about our gift recommendations

Users require ample information to make informed decisions

Users highly value gift personalization options

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

Next Project

Airbnb Redesign

Streamlining the local travel experience

☆

final thoughts