Molham Designs
Gift Registry

Gift Registry

Client
Mumzworld
Project title
Making giving and receiving gifts less of a burden and more meaningful
Disciplines
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It's always hectic when a mom has an occasion that they need to plan, whether it is a wedding, baby shower, newborn, or even a birthday. They need to make sure certain items are bought and in the right quantities; So creating a gift registry on Mumzworld should help take care of such a process to make it seamless and accessible across the funnel:
  • From Finding that they can create their Registry
  • Easily create/manage their registry information and details
  • Adding items and suggesting items if they are not sure what they need
  • Easily share it across to their friends
  • Make sure that post-purchase feedback is communicated to both Owner and Buyer.

The goal

An expecting mom, goes creates a list of her favorite items, then shares the list with her friends.

To enable these basic features, we needed to achieve these below goals:

  • Create a delightful user experience to increase user engagement with the Gift registry on App.
  • Simplify the onboarding process for creating a new gift registry to increase user conversion
  • Simplify the process of adding items to the list and item suggestions.
  • Create Feedback loops to increase user engagement and satisfaction.
  • Fast track checkout process for registry Buyers

My role

As a product designer, I collaborated with our Lead Software Engineer, Front-End Developer and UI Designer to iterate on and test possible improvements to enable users to achieve basic registry features.

We each had specific responsibilities; my job upfront was to organise and design usability testing sessions, creating wireframes, and quick prototypes to figure out if the experience is clear and easy. I also helped the team to clear out the roles of each user.

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Challenges

  • Access to the Gift Registry is not very obvious.
  • The onboarding process is very tedious and time-consuming.
  • Currently, adding an item to the Registry is not apparent from the Gift registry redirecting the User to the homepage.
  • End to end experience is very rough and not customer-friendly.

We have three different users for the registry to keep in mind:

1- Non-Registry owner who wants to create a registry

2- Registry owner who wants to manage her Registry (update, remove items, see what was purchased, etc.)

3- Non-Registry owner who wants to find a friend's Registry to buy things for her friend

First phase
First phase Storyboard

In a sheet

We had a tight time but we managed to create the entire sheet of requirements to better envision the entire feature.

Requirement
User Story
Priority
Platform
Find registry
As a buyer I want to find someone’s Registry so I can find the items they wish to receive and buy it for them.
High
App
View List of items
As a Buyer I want to View the list of items in a registry so I can buy the items they wish for.
High
App
View List of Registries
As a Buyer I want to Easily identify the gift registry for the person i am looking for so I can i get them the right items.
High
App
Add items to cart
As a Buyer I want to Easily add the items not bought to cart so I can buy it right away, and don’t get a duplicate gift.
High
App
Add items to cart + Note
As a Buyer I want to easily attach a message to my purchase so I can i write something special to the person i am buying for.
Low
App
Create a Gift Registry
As a Registry owner I want to Easily create a registry list so I can Add items to it.
High
App
Add items to Gift Registry
As a Registry Owner I want to Add items to my registry list so I can Create a list of my desirable items for people to bring.
High
App
Add Priority to Gift Registry Items
As a Registry Owner I want to Prioritize my list so I can People can easily identify which items i need more than others.
Med
App
Notify User of bought items
As a Registry Owner I want to know when someone bought an item for me so I can Thank them for it.
Med
Disable Bought Items
 As a Registry Owner I want to have the items fully bought to be disabled so I can people don’t double buy it.
Med
App
Change placement of the gift Registry 
As a User I want to want to know about the gift registry so I can use its benefits.
Med
App - Web (Desktop- Mobile)
Easily add wishlist items to Gift Registry
As a Registry Owner I want to Quickly Add items to Gift Registry from my wishlists so I can easily fill my Registry.
Low
App - Web (Desktop- Mobile)
Delete items from Registry 
As a Registry Owner I want to delete items from list so I can Update my list accordingly.
Med
App
Update Qty of Registry Items
 As a Registry Owner I want to Update items Qty so I can update my list accordingly.
Med
App
Change Button State to be Filled
As a Registry Owner I want to easily identify if a product is added to my registry so I can i don’t have to add it again.
Med
App - Web (Desktop - Mobile)
Add Counter to Gift Registry Tab
As a Registry Owner I want to know how many items do i have in list so I can Plan accordingly.
Low
App
Update Item Priority
 As a Registry Owner I want to Update the item priority easily so I can update my list accordingly.
Med
App
Return item
As a Registry Owner I want to return an item so that i can avoid getting an item i don’t want
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Roles

Registry Owner

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Are users who have the occasion whom they wish to get certain items by the time of the occasion, they need to make sure that certain items are bought at certain quantities and make sure that they don’t get unwanted gifts.

Buyer

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Are users who got access to the registry list and would like to buy an item for their friends, they might want to ship the items to their location or to the list owner directly.

Scenarios

We uncovered different registry challenges people experienced during the research and narrowed them to three scenarios.

1- The user wanted to wishlist an item to get back to it later, which creates an opportunity to trigger a dialog to generate a new list.

2- The user is planning to invite a friend for the baby shower and had a second thought to create a registry when browsing for items and simply choosing the “Add to registry” secondary button on the product details page.

3- The user found a banner/link to access the gift registry and wanted to start the journey from there.

Wireframes for 1st scenario
Wireframes for 1st scenario

Wireframes for 1st scenario

I get to ask myself and my team these questions about the UI of creating a list from product details page, and from listing page and the what ifs.

  • What is this wishlist button?
  • Should we allow users to create and name a list from this button?
  • Or should we create a button “Add to registry”? which one is clearer
  • Does it do/have what user expected?
  • Is it worth the time/money to invest in this wishlist button?
  • Is it going to be easy/hard to use?
  • What actions can the user take at this point?
  • Where/how do user start?
  • What if he/she get stuck?

Scenario 2

Adding a secondary button “Add to registry” in product details page.

If users create a list from “Add to registry” button.
If users create a list from “Add to registry” button.

Scenario 3

Add new registry from the main registry page.

Expanding the 3rd scenario
Expanding the 3rd scenario

Onboarding flow

We’re trying to give users a simple process and story on how they can start a registry.

However this onboarding flow could backlash users from their shopping flow. Even If we show the steps counter. The question here is to ask if we have the time/money to propose this idea and how easy/hard to develop.

Onboarding flow left for phase 2/3
Onboarding flow left for phase 2/3
Managing registries flow
Managing registries flow
Users have the option to manage multiple registries and easy way to share, edit, and enlist a registry from the dashboard.
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Dialog to manage multiple registries and share, edit, enlist a registry.
Dialog to manage multiple registries and share, edit, enlist a registry.

I worked with my team to create easy, actionable states and guide them with progressive steps to help users complete their registry.

Progressive steps of empty and working states
Progressive steps of empty and working states
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We hit many roadblocks to get the 3rd scenario developed, as it had many technical limitations. Thus, It was great to work on this to inspire ourselves on where this gifting experience may potentially mature.

Buyer journey

Finding registry

Buyer accessing the shared link/searching for the registry by name
Buyer accessing the shared link/searching for the registry by name
Buyer viewing list shared the same purchase and checkout flow.
Buyer viewing list shared the same purchase and checkout flow.

Thank you for reading.