Project Overview
Gifting is an essential way to maintain social ties, but many people feel stressed about choosing the right gift because gifts carry complex values and meanings. Additionally, gift-giving is a massive market. Each holiday, e-commerce marketers use various promotions to encourage people to buy gifts. However, givers still struggle with selecting the right ones. This project aims to help givers choose appropriate gifts, making the process easier through user research and design. This project started from a UXD course and grew into a design thesis project, which I completed on my own.
Interviews
Features
Problem Finding
My research began by exploring the paradox of gift-giving: a multi-billion dollar industry that causes significant anxiety for a majority of people. Secondary sources confirmed this stress is primarily rooted in the uncertainty of choosing a meaningful gift. To move beyond general data and gain a firsthand understanding of user behaviors and specific pain points, I initiated primary research to build upon these foundational insights.
User Research
My research began by defining a primary target audience: recent graduates. This group was chosen strategically because they navigate pressures—such as new careers, unfamiliar social circles, and financial constraints—that amplify the stress and uncertainty of finding the right gift.
Through a series of user interviews, I uncovered distinct gift-giving behaviors and mindsets. I distilled these insights into key personas, ultimately prioritizing the two groups who feel the problem most acutely: the "Observant Giver" and the "Emotional Conveyor." These core users represent those who would benefit most from a tool that supports their thoughtful approach to gift-giving.
Key Insights
Gift-givers often feel anxious that their choice won't meet the recipient's expectations. This pressure is compounded by a time-consuming and complex search process that must be managed within their limited spare time.
How might we assist gift-givers in choosing gifts more efficiently and effortlessly?
Givers Pain Points
- The biggest challenge for gift-givers is often the lack of gift inspiration, leading to anxiety.
- Gift-givers need to carefully observe the needs of the recipient to find the perfect gift.
- Gift inspirations often come unexpectedly but are easily forgotten.
- As more gifts are given and received, it becomes difficult to remember all gifts.
- Any slight detail can make a gift go wrong.
Design Opportunity
- Reduce uncertainty.
- Provide gift-giving inspiration.
- Save gift-giving ideas.
- Recall past gifts.
- Assist in not choosing the wrong gift.
Design Solutions
Based on the insights mentioned above, I then developed the app's five key features and information architecture. Additionally, I designed its logo, as well as the guidelines for colors and typography.
1. Homepage
Recommend products based on the recipient's characteristics, record spontaneous gift ideas, and provide schedule reminders.
2. Personalized Recommendations
Provides a specialized checklist of characteristics to generate a product list tailored to an individual.
3. Gift Guide
Provides reference for gift givers who lack inspiration or are unfamiliar with etiquette.
4. Favorites
Save various gift recipients, bookmark products at any time, and build a gift inspiration library.
5. Account
Save past gift-related information to help recall and facilitate future gift-giving.
Information Architecture
Based on insights from previous interviews, I outlined the key feature pages. Then, I analyzed the information architecture strategies of competing products and found that many of them retained sections that encourage shopping within their layouts. Adopting this strategy, I divided the app’s features into five main pages, as illustrated in the diagram below.
Prototype Validation
Given that this project addresses the complex gift-giving journey and the internal thoughts of gift-givers, I adopted a mixed-method approach combining quantitative and qualitative research to evaluate the prototype’s effectiveness. This included semi-structured interviews, perceived value and perceived risk scales, the KANO model, and NPS (Net Promoter Score).
Research Methods
The research process consisted of two rounds. The first round focused on exploring the emotional factors perceived by gift-givers during the gift-giving process. In contrast, the second round focused on exploring the spiritual needs of gift-givers.
During the design process, semi-structured interviews were conducted using a three-stage gift-giving process (The Gestation, Pre-station, and Reformulation Stage) and questionnaires on perceived value and perceived risk. KANO analysis, Net Promoter Score, and scales for perceived value and perceived risk are utilized to validate the effectiveness of the design solutions.
The design solution successfully increased users’ perceived value while reducing their perceived risk.
From the values of the pretest and posttest, it can be seen that the design scheme has enhanced the emotional and social value perception of gift-givers. Although the sample size is small, the effectiveness of the data can be verified through interviews. From the interview content, it can be felt that the respondents believe that these features are very helpful to them when giving gifts. From their wording, it can also be observed that in addition to the perception of functional benefits, they also experience emotions such as novelty, fun, and anticipation.
The design solutions are classified as attributes of attractive quality.
Since the design concepts proposed in this study are not aimed at solving pain points but rather at satisfying the emotional and spiritual needs of gift givers, the results indicating attractive quality are as expected. This suggests that if e-commerce platforms offer these features, user satisfaction will significantly increase. However, if e-commerce platforms do not provide these features, users will not be dissatisfied as a result.
Personal Learnings
1. Different expectations and emotional needs from typical users
Emotional and spiritual needs differ from regular shopping, motivating users to utilize the features provided by e-commerce platforms for different reasons.
2. Perceived value and risk in exploring emotions and spirituality
Integrating the three-diamond design process with perceived value/risk can effectively delve into respondents' emotional states and social/spiritual needs.
3. Meeting emotional and spiritual needs creates new competitive advantages
Currently, e-commerce platforms overlook emotional/spiritual needs. This research approach can effectively enhance value and reduce risk, helping e-commerce platforms seek a new competitive edge.