The business needed a global site capability so customers could build their own bespoke gift. Working with the BA's, Brands and Engineers we were able to create a simple 2 or 3 step white label capability that could then be used across all brands within the ELC portfolio.
The Challenge
We needed to build a capability so customers could build their own bespoke gift by selecting a number of products through the brand site, this gift would then be gift wrapped and shipped out. Previous examples of the tool had some areas that required UX improvements such as taking the customer away from the tool when they clicked on the image, 'more information' or reviews stars which then took them off to another page outside of the journey. Some had none or poor filtering, causing timeless scrolling through products on mobile or not all products suitable for a gift being visible.
The Process
We first researched any similar functionality across our brand portfolio, we then looked at competitors and combined this with any back end considerations. We set off with an envisioning/ideation session and talked about the user scenarios. This then progressed to low fidelity wireframes, we then tested this by prototyping our solutions to check if there would be any potential UX improvements we could make or considerations. We then shared these wires with the development team and some of the brands who were keen on using this functionality to get their user feedback. This was collated and we then created further iterations and any further scenarios taking into consideration all brand requirements from fragrance to beauty.
The Result
We ended up with a full set of white label wireframes and user flows. Stand out features included bespoke filtering to improve the speed the customer can find their products more easily. The brand could decide on gift specific filters and the products that were suited to gifts, these were then tagged under these filters to appear in the tool. Expandable product panel within the MPP page so the user can view more information, select sizes, and colours without leaving the tool and getting lost within the site.
More about the UX for this project can can be viewed in the UX Gallery
Extra Touches
We also enhanced the personalised user experience by recommending different gift box images at the review and confirm stages and for some of the more luxurious brands, we recommended to show a video representing their gift actually being wrapped, bridging the customer experience gap between online and in-store.
My Role
Leading UX/UI and Experience Design.
LA MER UI
ORIGINS UI
ESTEE LAUDER UI
Wireframes
User Flow
