I conducted research and internal testing with employees (who were also Tea Collection customers) to understand what was causing so many issues with orders that included gift wrap. With improvements to the user flow and UI, customer complaints went down and increases in gift wrap went up dramatically.
Product
Tea Collection’s gift wrap section of the online checkout flow
Team / My Role
UX/UI designer (me), product manager
Challenge
Pinpoint the problem in the UX/UI and design a solution that encompassed the complexities around the various available gift wrap options.
Many customers were experiencing confusion around the gift wrap section of checkout—shoppers were reporting that they had chosen a gift wrap option but received their orders without including that gift option. In working through the user flow and probing into the customer reports we had received, we pinpointed the issue to UI design.
I created four different design versions of the gift wrap flow and conducted user tests with internal employees to clarify any points of confusion. Taking findings from this informal user research, I refined the design and worked with the developers to finalize a design and flow that improved UX and reduced customer complaints regarding missing gift wrap in their orders.
User testing revealed issues within the paper prototypes and helped refine the final design.
At the same time, the new design also incorporated gift wrap with more color options and a compelling visual story which increased conversion on gift wrap.
The final design clearly reduced the options to 3 choices and would not allow the shopper to continue without clicking on the “Save Gift Wrap Selection” CTA.