Macy's GiftTogether: Collaborative Gift Giving
As holiday season approaches, Macy’s wants to explore ways to make holiday shopping easy for our customers. One of the opportunities lies in our gift guide.
Based on initial research from the marketing team, Macy’s gift guide receives general appraisal for its categorizations (such as “Gifts for Any Events“, “Gifts that Give Hope”, “Macy’s Wine Cellar“) and affordable price points (“Gifts under $25, $50, $100”).
However, as Site Monetization team pointed out, there are no differences between guest and member experiences, and gift guide recommendations were still considered too generic.
HOW CAN WE ATTRACT MORE USERS AND ESTABLISH MACY’S GIFT GUIDE AS A ONE-STOP SHOP FOR GIFT SHOPPERS?
GiftTogether, a collaborative web-based experience that personalizes gift guide to your recipient so that users will only see relevant gift options and not feel overwhelmed by unrelated suggestions. Through this experience, we are bringing people who are not currently Macy’s shoppers to experience our site via admins’ invites (admins are required to have Macy’s accounts).
A Macy’s Account holder can initiate a collaborative gift guide board on GiftTogether, answers a few setup questions, and invites friends to participate.
All participants will complete a short quiz regarding gift recipient’s personality, gift occasions, and participant’s individual budget for the present anonymously.
03 Curated Gift Guide
GiftTogether take everyone’s answers to generate a gift guide that shows product specifically tailored to recipient’s interests.
04 Gift Poll
Each participant can nominate up to 3 gifts to the group poll. Everyone votes on their favourite gift ideas before the poll deadline set by admin.
After poll closes and the group has decided on the gift(s), GiftTogether provides easy payment methods (even split, pay as you wish, single purchaser).
Role and Process
I worked on this project as an UX design intern, working alongside the other UX design intern, Sarika, and the UX research intern, Chia. We were supervised by Senior UX Design Researcher, Aileen Medina, and UX Manager, Olga Guzhavin.
My role: user research, participatory workshops, user flows, wireframes prototyping, user testing
We started with comparative analysis to understand how we differentiate our offerings.
1. Common gift guide categories: recipient, occasions, price points
2. Macy’s offers more personalized categorizations under each categories
3. Shipping date guarantees are also popular/important to users
4. Some other unique features and categorizations include staff recommendation, search by emoji, and inspirational blog posts
We received user research findings on gift guide between 2016 and 2018 from the marketing team. We also conducted a survey to get a better understanding of our gift guide users in 2019 and we received 128 responses in total.
We determined that personalization is needed in our gift guide to provide delightful experiences. During our team discussion, we were inspired by Macy’s new personalized style boards feature on app that allows users to share their interested items with their friends and get feedback. Since people often naturally come together to brainstorm gift ideas for a person, why not bring that experience online to provide curated gift options for each gift recipient?
Sarika and I wanted to understand what is the most intuitive process of gift giving for people, so we ran 4 workshops with a total of 12 participants to perform 2 different tasks.
We first gave each group of participants a scenario that involves giving gift(s) to their coworkers/friends to warm them up and put them in the right mindset. We then asked them to do a card sorting activity individually first then discuss as a group.
By having them explain their individual process and observing how they reach consensus as a group, these workshops helped us refine and put together the flow of collaborative gift giving.
Based on the findings from these workshops, we were able to come up with concrete stages to create an initial prototype:
1. Inviting participants (admin, must have Macy’s account)
2. Personalization to recipient: quiz (activities, budget range, occasion, relationship)
3. Decision: each participant can suggest gift options for everyone to vote on in poll
4. Budget/payment method: even split, pay as you wish, or single purchaser
5. Purchase: based on voted payment method
I translated these steps into flowcharts and sketched out some very lo-fi wireframes.
Based on the flowcharts and sketches, we put together our first iteration of user flow.
Iteration & User Testing
As we’re putting together the first iteration of user flow, we realized the decision and purchase phases are problematic in the current flow.
1. Allow voting for both gifts and payment methods simultaneously
participants might not feel comfortable selecting a payment method without knowing the total of selected gift(s)
2. Open up PAYW contribution after poll ends
This means the participants will need to come back again and enter the amount they are willing to contribute even though the process is completed.
3. PAYW model: gift(s) will be automatically purchased based on popularity
What if the group decides to purchase a less popular gift option instead? What if not enough money is collected? What if there are more money collected to purchase the second most popular item and it’s then purchased but the group only wants to get one?
We decided to only allow participants to vote on gifts. Since everyone participating will most likely discuss which items to get and how everyone wants to split the total cost either offline or on another platform, we are only giving admin the option to see the cost for each payment methods as a convenient way of charging everyone.
1. Macy’s Split
Showing the total cost per person. When admin clicks on this option, each participant’s account will be charged with this amount.
2. Pay As You Wish
After knowing the total cost of all the gift(s) the group decides to get, admin can now set a min amount for everyone to chip in.
3. Single Purchaser
Showing the total cost of all the gift(s). When clicking on this option, admin’s account will be charged with this amount.
We took our prototype and tested with some users. Due to time limitation, we were only able to conduct 3 user testing sessions and here’s our findings:
Based on these feedback, here are some actionable iteration:
1. Admin Setup
Remove the question about recipient’s name and gifting occasion from personalization quiz and included as a part of initial setup.
For the poll deadlines, just have admin enters the date that they wish the recipient will receive the gift, and the system will automatically calculate the poll deadline and purchase date. If the admin wants to change those dates, there’ll be an option to customize.
2. Curated Gift Guide
In the future, if the gift recipient also has a Macy’s account and willing to publicize their size information for gift guide (in their setting), we can incorporate that into our curated list.
Maybe we can introduce a public wish list feature so if the recipient has one, items in their wish list will also be incorporated in the curated gift guide.
Limits the number of votes – set up initially by admin
Instead of having the payment method on the left hand side, show the options at the top of the page as a narrow banner overlaying the page to draw more attention.
Change the ”Learn More” text to a icon with pop-up message describing what each option is when the cursor hover over.
Before I left Macy’s, I handed over all our research, user flows, Sketch files, and user testing results to another UX designer on the team. The next step for this project is potentially incorporate this collaborative experience into another personalization feature coming out in 2020. More details can be provided upon request.
Lastly, I want to thank everyone on Macy’s UX Design team for all of their support. Everyone was supportive and provided all the resources that we needed for this project – from research, UX copy check, to design feedback. And of course a HUGE shoutout to my amazing fellow interns Sarika and Chia for being the best colleagues anyone could ever ask for!