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.
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
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.
- 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
In a sheet
We had a tight time but we managed to create the entire sheet of requirements to better envision the entire feature.
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.
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.
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.
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.
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.
Create a Gift Registry
As a Registry owner I want to Easily create a registry list so I can Add items to it.
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.
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.
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.
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.
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.
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.
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.
Update Qty of Registry Items
As a Registry Owner I want to Update items Qty so I can update my list accordingly.
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.
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.
Update Item Priority
As a Registry Owner I want to Update the item priority easily so I can update my list accordingly.
As a Registry Owner I want to return an item so that i can avoid getting an item i don’t want
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.
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.
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
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?
Adding a secondary button “Add to registry” in product details page.
Add new registry from the main registry page.
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.
I worked with my team to create easy, actionable states and guide them with progressive steps to help users complete their registry.
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.
Thank you for reading.