WEB DESIGN
A website that help users to choose the best gift
This is a website that helps users to choose the best gift for their friends, lovers, family, workmates or any other people in any context. We cooperate with different shops and artists so that they can list their products on our platform. Users can find out the most suitable gifts through the filtered results. Users can also see the price, descriptions, and shipping time on the website.
USER RESEARCH
Primary Audience
Age – 20 - 40 years old | Traits – like arts, sincere, sociable
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Willing to spend quite a long time on choosing a gift
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Prefer buying something unique as gifts
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Hope to share messages by giving gifts
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Enjoy preparing gifts for someone they care
Secondary Audience
Age – 20 - 40 years old | Traits – casual, out-going, sociable
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Willing to spend time on choosing a gift but sometimes feel stressed
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Prefer buying something useful, don’t mind if it’s too generic
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The gifts usually don’t have any meaning
Interviews
User 1 - Sally Yoo | 28 years old | Arts lover
Traits - Sincere, kind, artistic, detail-minded | Loves - Reading, arts, yoga
“My friends always like my gift!”
“I trust my taste!”
“My friends will think of me when they see the gift.”
Share her love and messages through giving gifts to someone she cares about
Primary Goal
Pain points
Don’t know where to get a unique gift
Don’t want to buy something generic, but can’t think of other ideas
Behaviour
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She always spends quite a long time on choosing a gift and is always picky in choosing a gift.
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Last time she bought a history book which is about a small island’s history for her boyfriend’s birthday because he is a history teacher and likes reading. His boyfriend enjoys reading her book very much.
Attitude
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She hopes to get a gift that is tailor-made for the receiver’s need and does not prefer buying any gifts which are too generic, e.g., perfume, phone, chocolates.
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She enjoys choosing gifts because she likes sharing.
Motivations
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She thinks she can convey messages and share her love through gifting.
User 2 - Bowie Lau | 21 years old | University student
Trait - kind, cheerful, sociable, artistic | Love - arts, music, comics
“The gifting culture is not necessary.”
“I don’t want to buy but I have to buy…”
Not to disappoint her friends in their birthdays
Primary Goal
Pain points
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Don’t want to spend too much time deciding on the gift, but don’t have any ideas.
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Sometimes a decent gift is too expensive for her.
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Don’t like buying gifts, but she thinks she has to buy something for another’s birthday due to peer pressure.
Behaviour
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She doesn’t spend much time choosing a birthday gift
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She usually buys birthday gifts for friends who are not too close
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She rarely buys gifts for close friends
Attitude
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She doesn’t like buying gifts because she thinks it is not the only way to show her care and love. However, she thinks she is obligated to buy gifts for a friend’s birthday.
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Most of the time, she is unwilling to spend that money and time on choosing a gift and feels frustrated about deciding what to buy.
Motivations
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She thinks her friends will compare the birthday gifts that have received, so most of the time she spends time on deciding gifts only because of peer pressure.
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She doesn’t want to disappoint her friends during their birthday.
User 3 - Max Lai | 35 years old | Funny husband
Traits – casual, easy-going, sometimes caring |Loves – His wife, online shopping
“My wife’s birthday is like a deadline for my job!”
“I feel bad when my wife puts lots of effort into preparing my birthday gift because I usually don’t put that much effort.”
“I need to guess what my wife what!”
Choose a gift that is useful his wife and not to disappoint her
Primary Goal
Pain points
Don’t want to spend too much time deciding the gift, but don’t have any ideas.
Don’t know what his wife needs and what is suitable.
Behaviour
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He usually starts thinking of what to buy only a few days before his wife’s birthday.
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He prefers buying something useful as gifts, e.g., a phone, tablet, massage gun,
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He always spends time looking at product reviews and do comparisons before he makes decisions.
Attitude
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He buys a birthday gift for his wife every year but he finds that very frustrating.
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He finds it difficult to choose a gift because sometimes he doesn’t know what gifts can satisfy her needs.
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He thinks technology products can help his wife’s life easier.
Motivations
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He loves his wife very much. He hopes the product that he bought can help his wife in daily life. This is how he shows his love.
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His wife always puts lots of effort into preparing his birthday gift, but that puts pressure on him. He thinks he needs to put the same amount of effort into preparing his wife’s birthday gift.
Persona
Empathy map
STRUCTURE
User Interaction Flow
Site map
ITERATIONS
Wireframes
Initial prototype
User testing
Functions
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Users think the selection of keywords on the searching part limits their searching. They are not sure if they can get suitable keywords even after clicking the button “more”.
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It is suggested to make the product search bar to be allowed to input keywords as well.
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Apart from clicking “reset” to clear the criteria, it should also have a function of deleting the keyword, also clear saving on the “idealist”
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Users generally satisfied with the searching functions, but it can add more categories, e.g., brands, occupations to make the results to be more personalized
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Some more information is needed, e.g., no. of purchase, views, rating, to help users to do comparisons
Layout
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Users think that the “Top gifts” suggestions on the landing pages are not clear. They didn’t know it was the search results or something else.
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It is suggested to make the “Top gifts” section to be more distinct, by changing its title and the way of displaying the items.
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The items on the “Top gifts” section are needed to be more attractive
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Layout
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Users think that the “Top gifts” suggestions on the landing pages are not clear. They didn’t know it was the search results or something else.
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It is suggested to make the “Top gifts” section to be more distinct, by changing its title and the way of displaying the items.
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The items on the “Top gifts” section are needed to be more attractive
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Tone & Style
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Users think the style and tone of “Good Gifts” are too dull and that makes the gifts become not attractive. They prefer something simple but can put some eye-catching elements on the website.
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Keep the simple layout, but match the colour better
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Put more symbols instead of word descriptions
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Descriptions
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Users think using the word “saved” or “wish list” instead of “My Ideas list” would be easier to understand. It can also add a “heart” symbol to indicate the meaning of the list.
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Users find it confusing when they see the keywords on the product pages. Those are the keywords relevant to the items but they do not know what are they for
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Descriptions for those keywords, or remove those keywords
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For the price bar, users can’t tell which sides mean higher price.
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Clearer indication is needed
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Users find the reset button is confusing. They don’t know if it is resetting the search result or the “ideas list”
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Clearer description is needed for this button
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Lo-fi prototype