Under a non-disclosure agreement

Some of the details in this case study may be vague to protect the client's intellectual property.

LOVEVERY

Gifting Experience

Giving or receiving a gift is often the first interactions customers have with Lovevery. As the holiday season approached, the team decided it was time to address the need for improved data, higher conversion and more flexibility in giving and receiving Lovevery’s core subscription Play Kit offering.

My Role

  • Agile squad design lead

  • UX research planning and execution support

  • UI design, prototyping

  • Workshop facilitation

Understanding the Problem

USER RESEARCH / DATA AUDIT

What we Know

  • Matching shipping and billing addresses suggested that 33.5% of gift givers were self-gifting (subscription loop hole) or potentially intended to gift the kit in-person

  • Lovevery’s group gifting program and registry combined had low volume (~50 - 250 funded campaigns/month)

  • Direct mail, a key lever to reactivate gift givers isn’t working as we can only targeting givers not recipients (3.8% conversion)

  • UI is in need of an overhaul to meet current standards

The original Lovevery Gifting Landing Page

Customer Issues 

Through usability testing of the current gifting experience, surveying gift givers and experience and interviewing 4 gift givers and 3 recipients we learned:

  • Gift givers can’t find the top of the funnel and bounce between different pages looking for how to purchase.

  • Shipping/delivery dates were unclear and hard to manage.

  • Lack of clarity for gift givers in how Lovevery communicates to the recipient.

  • Physical gifts bring more joy. Gift cards are acceptable but perceived as more work for a new parent.

  • Recipients want ways to continue their subscription and maintain their accounts.

  • Recipients don’t have a way to instruct family to give the Play Kits by sending them to a landing page.

Snapshots from customer data

Resulting Project Goals: 

  • Create a gifting experience that allows us to better understand overall customer behavior through data .

  • Design an experience that allows for gift givers to buy one or many kits easily.

  • Gather data specifically on the recipient to better understand their behavior, encourage conversion to subscription while building a relationship with them directly 

  • Sunset group gifting and registry as part of our gifting service

WORKSHOP

Mapping User Touchpoints

I facilitated a collaborative workshop with cross-functional stakeholders, including my co-leads from product management and engineering, product marketing, CX, product innovation, and operations.

To kickstart the session, I provided a basic user-journey framework in advance, which participants filled out before the meeting. During the workshop, we collectively shared and refined our sections, resulting in a comprehensive journey map covering both the Gift giver and Gift recipient experiences. This collaborative effort produced a valuable deliverable that fostered alignment and laid the groundwork for scoping the project's Minimum Viable Product (MVP).

Gift giver user journey

Gift recipient user journey

DESIGN

Wireframing

With all of our data compiled and touchpoints aligned, it was time to begin our first wireframes. Through the workshop I determined the best way to achieve our customer and business goals would be through a gift recipient redemption process which would allow for the right blend of flexibility and control.  

Early wireframes laying out the concept for gift giver purchase and recipient notification.

Gift Giver Needs

  • A clear landing page to send people when requesting a gift

  • Ability to purchase Play Kits in packages of  1 - 5 ($80 - $504)

  • Option to add a scheduled gift note

Gift Recipient Needs

  • An celebratory email indicating you’ve received a gift 

  • Options for when to redeem your gift using a unique code

For the busines

  • Capturing child’s date of birth to serve them appropriate stage-based content

  • Ability to opt into email

  • The ability to re-engage customer nearing the end of their gift

USER RESEARCH

Testing the Prototype

Research Goal: Assess the efficacy of a new gifting experience for both gift givers and recipients with the goal of increasing conversion to subscription in mind. 

Execution: 10 sessions over the course of a week with gift giver and recipients using a high fidelity prototype.

HIGH FIDELITY

Final Design and Data

Results as of January 1, 2024 (3 months post launch):

  • +20% increase in transactional revenue vs legacy gift platform

  • Impressive gift activation rates (78.7% overall) with most occurring within a very short period (83% of activated gifts were within 7 days, 40% on day of gift receipt)

  • Increase in AOV of gifts: (27% purchased 3+ kits, up from 8% on legacy platform)

  • Brought in new customers 89.2% of gift recipients were new to Lovevery

  • Dramatic improvement in self-gifting (gaming) behavior (-16.2% reduction in matched shipping and billing addresses

  • Gift recipients were becoming subscribers (6.4% converting to sub)

One area where we realized we really had to grow was in our email systems. Moving forward, our plan is to experiment with trying to get recipients to convert further up in the funnel, before the entire bundle is received.

A snapshot of the final gift recipient flow

A snapshot of the final gift giver flow.