CASE STUDY

FJ Gifting

Challenged to reinvent our gifting strategy, we sought to resolve the primary drawback of gifting our products - the guesswork of recipients’ theme, scent, and ring size preferences.

We envisioned developing a stress-free gifting experience while offering unrivaled personalization.

SUBTEXT

Design Process & Timeline

To solve critical problems, I utilized the design thinking process. To implement an effective strategy, I established the design process and timeline.

Empathize

Survey
User research
Competitive analysis
SWOT

Define

Problem & Goal
Personas
Empathy Map
Journey Map

Ideate

How Might We
Brainstorming
User Flow

Design

Low-Fi Wireframes
Visual Design
High-Fi Wireframes
Prototype

User
Interviews
User
Interviews

WEEK 1

User
Personas
Empathy
Mapping
Competitive
Analysis

WEEK 2

How
Might We
Journey
Mapping
SWOT

WEEK 3

UIResearch
User
Flow

WEEK 4

Brainstorming

WEEK 5

Lo-Fi
Wireframes

WEEK 6

Hi-Fi
Wirefranes
Visual
Design

WEEK 7

Prototype

WEEK 8

Tools

Role

UX & UI Designer
UX Researcher

Duration

8 weeks

EMPATHIZE

Comparison Matrix

Next, I identified the company’s closest competitors and conducted a competitive analysis utilizing a feature comparison matrix. Our direct competitors did not have gifting flows; they only offered Gift Bundles that we already provided that required knowing the recipient’s ring size.

I further analyzed indirect competitors to understand better what gift features users might expect based on their experience with other brands.

FEATURES

DIRECT

INDIRECT

ROYAL
ESSENCE

CHARMED
AROMA

JEWELRY
CANDLES

SUGAR
WISH

MEOW
BOX

PANDORA
JEWELRY

LOOP
& TIE

Gift Bundles
Gift Cards
Subscription
Gift
Customized
Gifts
Budget
Based Gifts
Receiver Choose Gift
Receiver Swap Gift
Customized Send Date
Customized Cards
Animated
Cards
Customized
Note
Video
Message
Customized
Gift Wrap
Email Send
E-gift
SMS/Text
Send E-Gift
Print E-gift
Social Send
E-Gift
Order
Tracking
Set Gift Expiration
Live
Chat

EMPATHIZE

SWOT Analysis

Next we identified the company’s closest competitors and carried out a competitive analysis in form of a feature comparison matrix. Our direct competitors did not have gifting flows; they only had Gift Bundles that we already offered that requires knowing receiver’s ring size.

We further analyzed indirect competitors to get a better sense of what gift features users might expect based on their experience with other brands.

S
W
O
T
Strengths

• Wide range of high quality products assortment  with unique product design, themes and collectible ring collections
• Beautiful high quality photography including lifestyle
• Charity partnered products
• Clear product benefits: vegan, cruelty-free, phthalate-free, gluten-free, paraben-free and handmade in the USA
• Loyalty and rewards program

Weaknesses

• Outdated website UI/UX, product perceived as less desirable and lower quality
• Current gift bundles require knowing receiver’s ring size, preference of scent and theme
.• No enticing collaborations aside from charity
• High shipping and products costs for targetcustomer
wrap• Slow shipping speed
wrap • Poor explanations on wrhow wrapthe product wrwrap works and is used

Opportunies

• Receiver choice of size, scents and themes
• Custom card with note and customizable gift wrapping options
• Customizable send options including email, SMS and print card at home/office
• Create user friendly, trustful UI and experience that website lacks
• Attract higher income customers
• Custom send date
• Gift cards and subscription gift options

Threats

             •  No gift card options
• High quality product and jewelry collaborations with major trademarks like Disney, Harry Potter, etc
.• Superior website UI and user experience
• No subscription gift option
• Faster shipping times
• Lower cost shipping
• Worldwide shipping
• Exclusively sterling silver jewelry• Live chat customer support

EMPATHIZE

SWOT Analysis

Before deciding on the strategy, I completed a SWOT analysis to identify our brand’s Strengths, Weaknesses, Opportunities, and Threats; this analysis allowed us to address what we’re lacking, seize new openings and minimize risk.

S
Strengths

• Wide range of high-quality products assortment with unique product design, themes, and collectible ring collections
• Beautiful high-quality photography, including lifestyle
• Charity-partnered products
• Clear product benefits: vegan, cruelty-free, phthalate-free, gluten-free, paraben-free, and handmade in the USA
• Loyalty and rewards program

W
Weaknesses

• Outdated website UI/UX, product perceived as less desirable and lower quality
• Current gift bundles require knowing the receiver’s ring size, preference of scent, and theme
.• No enticing collaborations aside from charity
• High shipping and products costs for the target customer
• Slow shipping speed
• Poor explanations on how the product works and is used

O
Opportunies

• Receiver choice of size, scents, and themes
• Custom card with a note and customizable gift wrapping options
• Customizable send options including email, SMS, and print card at home/office
• Create a user-friendly, trustful UI and experience that the website lacks
• Attract higher-income customers
• Custom send date
• Gift cards and subscription gift options

T
Threats

• No gift card options
• High-quality product and jewelry collaborations with major trademarks like Disney, Harry Potter, etc.
• Superior website UI and user experience
• No subscription gift option
• Faster shipping times
• Lower cost shipping
• Worldwide shipping
• Exclusively sterling silver jewelry
• Live chat customer support

EMPATHIZE

Survey & Interview Results

For our research, we decided to interview and survey users to understand their challenges, motivations, and needs.

Interview and survey objectives:

• Decide the type of gifting program to offer
• Understand user pain points and how to resolve them
• Determine what features to include and exclude
• Uncover user gifting behaviors
• What special occasions do users gift for

USER BEHAVIOR

Learnings

50%

of responders said they would choose not to gift FJ products because they “don’t know the ring size of the recipient.”

34%

of users said they would not gift FJ products because they “don’t know which themes or rings styles the person I want to gift might like”

63%

of users said they would “Not Very Likely/Not all Likely” gift a subscription

85%

of users said they have never gifted a monthly subscription from a brand.

48%

responders said they spend between $25-50 on gifts. 27% spend $25 and under.

64%

of responders said they would gift standard bath bomb. 59% standard candle. 38% sterling silver bath bomb.

FEATURES

Users Care About

88%

of users responded as “Very Important/ Somewhat important” that recipient chooses their ring size

84%

of users responded as “Very Important/ Somewhat important” to choose when recipient receives gift

77%

of users responded as “Very Important/ Somewhat important” to include personalized note

74%

of users responded as “Very Important/ Somewhat important” print e-gift redemption

55%

of users responded as “Very Important/ Somewhat important” for gift box or wrapping for a fee

67%

of users responded as “Very Important/ Somewhat important” for recipient to fill mailing address

WHAT OUR

Users Are Saying

If we choose options for cards and wrapping then don't just say this is what you pay for I would like to choose which I get.

Simplify the process because people get overwhelmed especially if they are not familiar with the products or brand.

Not everyone knows what someone likes scent wise, ring size or if a color is going to make them breakout in bumps

Shipping during the holidays is atrocious and there's no guarantee it would arrive on time, mostly.

It's very important to have something printable that I can physically give.

I don’t have time to sit and try to figure out what type of product someone would want.

DEFINE

Problem & Goal Statements

I created problem and goal statements to guide the design process and to define problems our gifting flow will solve, why it matters, and the results we seek to produce.

Problem Statement

Gifters need a quick and painless way to send scheduled, memorable, and personalized e-gifts the recipient will love and appreciate without the stress of having to guess personal information like ring size, preferred scents, and themes.

Goal Statement

Our gifting flow will empower users to effortlessly order personalized gifts by enabling users to customize product types, send date and method, card design and note, and gift wrapping. Furthermore, it will take the frustration out of guesswork by allowing the recipient to select their ring size, collection themes, scents, and jewelry and fill in their shipping information. We will measure effectiveness by analyzing the number of gift orders placed and observing reviews.

DEFINE

User Personas

Gallery Left Navigation ArrowGallery Right Navigation Arrow

Survey and interview results validated the target audience; I developed three user personas that describe the needs of our target customer.

It depends on each person, I feel it’s something the person using should have a say, then they can choose and get hooked like me?

Martha

HOMEMAKER

AGE

54

STATUS

MARRIED

LOCATION

ATLANTA, GA

EDUCATION

SOME COLLEGE

BIO

Martha is a mother of three; as a homemaker, she likes her house to feel like a "home"; she is a giver in every sense of the word. She enjoys cooking, gardening, and arts and crafts. She likes to gift unforgettable experiences that create new memories; gifting arriving late is not an option.

PAIN POINTS

• Gifts not arriving on time for occasion, needs confirmation of receipt and gift tracking for both parties. • Not sure of receivers preferences for themes, fragrance or jewelry style.

GOALS

• Ability to personalize date and time gift is sent • Gift tracking and notifications • Gift personalization so it’s a memorable experience.

GOALS

Introvert
Extrovert
Analytical
Creative
Loyal
Fickle
Passive
Active

FAVORITE BRANDS

It's a bit expensive. And I don't know people's ring size... Making sure all the costs are included so recipients do not incur any costs

Zoe

STUDENT

AGE

21

STATUS

SINGLE

LOCATION

NEW YORK, NY

EDUCATION

IN COLLEGE

BIO

Zoe is a sophomore in college; she is a social and animal justice advocate. She enjoys writing, comic conventions, and spending time in nature. Being a student means she is on a tight budget, but when she spends money, she spends it on experiences and cruelty-free or vegan brands.

PAIN POINTS

• Gifts out of her price range • Surprise fees and incurred costs to recipient • Not sure of people’s allergies to ingredients or fragrances • Doesn’t know recipients ring size

GOALS

• Affordable gifts within budget • Gift vegan and cruelty-free products • Gift charity products • Product ring size that fits • All inclusive pricing

GOALS

Introvert
Extrovert
Analytical
Creative
Loyal
Fickle
Passive
Active

FAVORITE BRANDS

I'm interested how easy it would be to gift...I don't know what scents she would prefer

Thomas

SOFTWARE DEVELOPER

AGE

38

STATUS

MARRIED

LOCATION

OREGON, WA

EDUCATION

BACHELORS

BIO

Thomas is a married software developer; even though he spends most of his time on the computer, he has little focus when finding a gift for his wife online. He knows his wife loves Fragrant Jewel's brand and would love to indulge her with a gift from a brand she obsesses over.

PAIN POINTS

• Thinks gifting might be a difficult process • Doesn’t know what the process is like or the outcome of it • Not sure which themes, fragrance or size his wife would prefer

GOALS

• Finding a gift guaranteed his wife would enjoy • Simple, fast and easy gifting process • Ordering ring size, fragrance and products type size that his wife would love

GOALS

Introvert
Extrovert
Analytical
Creative
Loyal
Fickle
Passive
Active

FAVORITE BRANDS

DEFINE

Empathy Map

After user research and analysis, user attitudes and behaviors were identified to gain insights into user needs.

Says

• I'm interested how easy it would be to gift and then how the recipient can enjoy the process
• I don't know my loved ones ring sizes
• Not sure of the scent they would like... Maybe e-gift? then they can choose, and get hooked like me?
• I cannot guarantee my family or friends would receive their gift on time
• Price range to be able to fit more people's budgets.
• Something maybe printable to put in a card
• A return email from the company to see what the recipient chose and when they will get it.

Thinks

• Simplify the process because generally people get overwhelmed especially if they are not familiar with the products or brand.
• You need to allow people to personalize a note
• I don't know many people's ring size and I scent is generally better picked out for oneself.
• Make it easily customizable. It would be great to receive an email that when it was sent
• Making sure all costs are included so recipients do not incur any costs on their end.
• Can it be through texts and emails?

Does

• I like to gift piece of jewelry that can fit anyone - earrings, bracelets, necklaces
• I don’t have time to sit and try to figure out what type of product someone would want.
• I get physical gifts during the holidays so I'd like to return that favor. For Mother's Day or a birthday an e-gift would be perfect!
• I usually give them a gift card to buy what they want when they want.
• I only get one for my daughter. I live on a fixed income. So only for special occasions.

Feels

• E-gifts allow someone to pick out the exact items they want removes the stress of guesswork.
• It's very important to have something printable that I can physically give.
• More charity themed products. I like knowing the products I buy can go to helping animals or women's organizations.
• Shipping during the holidays is atrocious and there's no guarantee it would arrive on time.
• They don't show the price level you've chosen to the recipient which is wonderful

DEFINE

Journey Map

Gallery Left Navigation ArrowGallery Right Navigation Arrow

To understand how we can improve the user experience, we created a visual representation of the user journey as they interact with our products to achieve their goals.

ZOE | Goal: Find and order an affordable gift and, ideally, one that supports a charity.
ACTION
FIND GIFT
SELECT GIFT
PERSONALIZE
GIFT
COMPLETE
ORDER
GIFT CONFIRMATION
RECEIPT
TASK LIST

• Order confirmation • Prints gift claim card • Confirmation email

• Confirm order accuracy • User 3rd party split payment option • Place order

• Searches website for gift but doesn't know ring size • Select gift tab on website to learn more about gifting

• Choose card • Choose send method: email, text or print • Personalize note, send date and time

• Reads how gifting works Fills out receivers name • Select bath bomb that has charity collection

PAIN POINTS

• Doesn't know receivers ring size • Not sure if gifts in the flow will fit her budget

• Select cheapest gift option product - bath bombs that contain charity products

• No facebook/social message send option

• No split bill option, only 3rd party options • No use of points toward purchase

• Not sure if receiver chose a charity product or not

FEELINGS

🤑

Nervous

😟

Concerned

🤤

Enticed

😊

Gratified

😌

Serene, Pleased
OPPORTUNITIES

• Gift claimed confirmation

• Split bill option • Use rewards points towards purchase

• Include in email product benefits and charities receiver could choose from • FB/Whatsapp send opt.

• Receiver chooses type of product within budget given range • Charity specific product options

• Gift card specific amount as alternative option • Subscription gift option

MARTHA | Goal: Order a personalized gift online with ease
ACTION
FIND GIFT
SELECT GIFT
PERSONALIZE
GIFT
COMPLETE
ORDER
GIFT CONFIRMATION
RECEIPT
TASK LIST

• Order confirmation • Option to print card • Confirmation email • Gift receipt email

• Edit order and confirm accuracy • Fill out payment information • Place order

• Decide where to get gift • Search website for gift • Select gifting flow

• Choose card • Choose send method: email, text or print • Personalize note, send date and time

• Reads how gifting works • Fills out receivers name • Select choice of gifts

PAIN POINTS

• No options to buy gift card in specific amount • Potentially long process

• Not sure what product receiver would prefer • No control over specific theme or fragrance

• No gift wrap option • No custom card image

• Too many payment options to choose from • No promos for large order

• Not sure which theme receiver chose

FEELINGS

😫

Overwhelmed

😌

Relieved, At Ease

😊

Happy, Satisfied

😍

Excited

🙂

Relaxed, Satisfied
OPPORTUNITIES

• Send confirmation of specific selected gift • Receiver thank you note

• Hide amount spent on gift for receiver • Large order incentive promo codes

• Gift wrap options • Video message • Custom card image

• Receiver chooses type of product within budget given range

• Gift card specific amount as alternative option • Subscription gift option

THOMAS | Goal: Order a gift for his wife from her favorite brand with as little headache as possible
ACTION
FIND GIFT
SELECT GIFT
PERSONALIZE
GIFT
COMPLETE
ORDER
GIFT CONFIRMATION
RECEIPT
TASK LIST

• Order confirmation • Confirmation email • Gift receipt email

• Apple pay quick pay • Place order

• Visits website to find a gift • Unable to choose a specific product • Clicks on gift tab to learn more

• Choose card • Choose send method: email, text or print • Personalize note, send date and time

• Reads how gifting works Fills out receivers name • Select bath bomb that has charity collection

PAIN POINTS

• Doesn't know anything about the products • Doesn't know which theme, scent or size she wants

• Not sure which products wife enjoys most • Overwhelmed by options

• Frustrated by amount of options

• No gift wrap option • No custom card image

• Doesn't know if wife will love the gift enough or if thinks it’s impersonal

FEELINGS

😖

Frustrated

😒

Uneasy, Undecided

😌

Pleased, Relaxed

😊

Relieved, At ease

🙂

Content
OPPORTUNITIES

• Gift order text updates

• Google pay option and other 3rd parties

• Options to skip personalization step

• Receiver gets to choose which product type to receive so purchase amount only

• Option to provide receivers email to recommend gift options based on purchase history • Gift card option

IDEATE

How Might We

After identifying design challenges through user research, I transformed these statements into aspirational “How Might We” questions to explore innovative ideas and solutions.

HOW MIGHT WE

simplify the process, and reduce stress of gifting?

HOW MIGHT WE

create a personalized gifting experience?

HOW MIGHT WE

remove the guesswork of scent, theme or size preference?

HOW MIGHT WE

create a memorable gift receipt experience?

HOW MIGHT WE

increase average order value?

HOW MIGHT WE

remove the possibility of gifts being late?

HOW MIGHT WE

simplify the process, and reduce stress of gifting?

IDEATE

User Flow Map

I developed gift sender and recipient user flow maps based on my research to visualize user interaction with the gifting process while addressing their pain points.

Sender Flow
Recipient Flow
Sender Flow
Recipient Flow

DESIGN

Low-Fi Wireframes

Using user research findings and insights, I sketched initial wireframes designs, iterating as many options quickly as possible. With low-fidelity wireframes, I could design critical features and primary user journeys.

Wireframe hand sketches picture collage

DESIGN

Hi-Fi Wireframes

After refining low fidelity iterations, I developed high fidelity wireframes, creating realistic prototypes with both custom animations in Figma.

Gift Sender Flow

GIFT SENDER FLOW

Intro to Gifting

The user journey begins with a quick how-it-works explainer screen after collecting the recipient's name and the sender's information.

GIFT SENDER FLOW

Selecting Gifts

Next, the sender chooses the product categories they want to gift - Bath Bombs, Candles, Gift Sets, or Scrubs. After selecting product categories, the sender gets to choose the product tier - standard (cheapest), satin (mid-tier), or premium (high quality and sterling silver) of each category they want to gift.

GIFT SENDER FLOW

Personalizing Gift

After selecting gift tier options, the sender personalizes the gift by choosing card design, send method - email, text or print at home/office, send date - instant or specific date, gift wrapping, and adding a personal note.

GIFT SENDER FLOW

Checkout

In the final steps, the sender checks order accuracy with the option to add more items or edit them. In the last step, they are provided with varied payment options.

GIFT SENDER FLOW

Order Confirmation

When the payment is completed sender sees the final screen - order confirmation. Here we give the option to build another gift, print a personalized card, or share a gift link, as well as the opportunity to earn rewards for a referral.

Gift Recipient Flow

GIFT RECIPIENT FLOW

Gift Receipt

After receiving an email, text, or printed claim code, the recipient would either land on the claim code page or directly to opening their gift. Here they would see a personal card, message, and present in the form of animation - mimicking opening a real gift.

GIFT RECIPIENT FLOW

Selecting Gifts

After opening the gift, the recipient is taken through each product type to select their chosen themed product.

GIFT RECIPIENT FLOW

Product Page and Ring Guide

Since the recipient might not be familiar with our products, including a product page with fragrance details and a ring size guide with a how-to to determine their size was necessary.

GIFT RECIPIENT FLOW

Completing Order

After selecting their themed products, the recipient is directed to the order summary page, where they can update the size or change products. Here we would collect their shipping information.

GIFT RECIPIENT FLOW

Gift Confirmation and Upsell

After completing their order, the user sees a gift confirmation page. During this stage, we encourage users to increase average order value by offering them additional products to purchase while taking advantage of free shipping.

GIFT RECIPIENT FLOW

Order Confirmation

Upon paying for the order upsell, the recipient is directed to an order confirmation page with the option to earn rewards for referrals and an SMS subscription for order tracking updates.

DESIGN

Prototypes

To convey design intention and finished product behavior, I created interactive prototypes for early product testing.

Mobile Prototypes
Sender Prototype

Check out both desktop and mobile in-depth Figma prototypes in the below links.

Tap/click once on the screen to view clickable, interactive elements.

Recipient Prototype

Check out both desktop and mobile in-depth Figma prototypes in the below links.

Tap/click once on the screen to view clickable, interactive elements.

Let's be friends

Sign-up to be the first to know of new releases, subscriber exclusives, and insider scoop!

It's official, you're in!
Oops! Something went wrong, please try again!
Instagram Social IconLinked Social IconPinterest Social IconFacebook Social Icon