GoPro E-commerce
Gift Giving
Helping gift shoppers find and purchase
the perfect gifts for their loved ones.
Role
User Experience Consultant
(Design Ideation Lead)
Duration
Jan 2022 - May 2022
Team
Forrest Kim, Shin Ning Chan,
Sunny Park, Asfaha Asfaha
Processs
Stakeholders Interview
Market Research
Literature Review
Developing Design Guideline
Brainstroming
User Flow
Low-Fidelity Wireframe
Mid-Fidelity Prototype
Usability Testing
Iterations
Hand-off
A Sneak Peak to the Final Solution
A seamless, end-to-end gifting experience that enhances awareness of gift-giving, simplifies the process of selecting and navigating gift options, and adds a personal touch, enabling gift-givers o build stronger bonds through the art of gift-giving.
Project Overview
GoPro is a tech company that manufactures action cameras and develops complementary mobile apps with video-editing software. In preparation for the upcoming holiday season, GoPro aimed to create an end-to-end gifting experience. As the design lead, I spearheaded the user flow, wireframing, and prototyping sessions, playing a key role in shaping the solution. Our research and design provided a baseline for GoPro to jump-start its gifting project and was successfully implemented in Q4 of 2022.
Going Back to Before the Redesign…
GoPro’s lack of a gifting option leads to a frustrating, tedious, and awkward experience. Imagine Kristie, a mother who wants to buy a GoPro for herself and her son Klay, an avid skier:
Kristie’s concerns about gifting the wrong product, along with the complexities of GoPro’s offerings and the cumbersome gifting process, led to frustration. As a result, Kristie, like many other GoPro customers, submitted complaints about her experience.
Product Research
To address these customer complaints, our team decided to take a step back and conduct user experience research with the following objectives in mind.
Stakeholders Interview
As contractors new to GoPro, we initiated conversations with key stakeholders to build rapport and understand the business need behind the project—specifically, why now. The key stakeholders, including the Director of Product, Head of Subscriptions, Senior Product Designer, and Senior UX Researcher, participated in the interviews to help inform our strategic direction.
Market Research
After gathering internal insights, our team was interested in observing and learning from how other eCommerce platforms dealt with online gifting, especially for subscription-based products. We conducted extended SWOT analysis for Headspace, Masterclass, Disney+, Calm, Twitch, etc.
Literature Review
Due to time constraints and the current stage of this project, we reviewed studies on eCommerce gifting practices instead of recruiting GoPro customers. We focused on findings from eye-tracking, user testing, and diary studies published by the Baymard Institute and Nielsen Norman Group.
Design Guidelines
As a team, we reviewed and synthesized our research, which helped us generate design guiding principles to inform our next steps.
User Flow
Based on research insights and edge cases provided by our GoPro clients, we mapped out the ideal path Kristie would follow on the GoPro website to purchase a gift for Oliver and for herself. The user flow revealed creative opportunities for gift awareness, selection, and the checkout process.
Design Ideation
Before delving into design, I guided my teammates to brainstorm solutions with crazy 8s. I listed some guiding questions to generate creative solutions for gift awareness, gift selection, and the checkout process. Through this exercise, I came up with several personalization ideas in checkout–which our client, GoPro, really encouraged me to further explore and work on later in the process.
Our clients and the team went through several rounds of design auditing before we prototyped and tested our solutions.
Low-Fidelity Wireframe & Design Critique
Landing Page Prototype
Landing Page Testing Recommendations
Gifting Guide Page Prototype
Gifting Guide Page Testing Recommendations
User Testing
We evaluated our design decisions with usability testing. We recruited 8 GoPro and 8 non-GoPro customers to test our prototype and improved our solutions based on the results.
Checkout Page Prototype
Checkout Page Testing Recommendations
The new landing page reflects all design recommendations, featuring a main visual that captures the excitement of a ski trip.
Gifting Guide Page
Final Solution
I redesigned our product based on insights from user testing. Additionally, I leveraged the design system to maintain consistency and clarity throughout the UI. I also refined the UX copy to enhance the clarity of the checkout flow. Our clients provided positive feedback on the improved checkout experience!
Landing Page
In addition to all the recommendations, I highlighted the categories from the gifting quiz at the top of the page, as users find activities most helpful when selecting gifts. Since GoPro offers a limited variety of camera types, I decided to feature the newest models, as they are typically the most purchased. Additionally, I directly showcased the quiz rather than prompting users to opt in, streamlining the experience and reducing potential anxiety associated with its negative connotations.
Checkout Page
The design prior to testing was based on the current checkout page but lacked consistency with the design system and other pages. To address this, I studied the design system and leveraged it to ensure uniformity and clarity. Additionally, I refined the UX copy to clearly distinguish between the gift giver and the gift recipient, aligning with the core design principles.
Reflection
If we had more time…
Personal Growth
Validate designs with more users
We learned a lot from user-testing our high-fidelity wireframes. We would like to test and iterate our wireframes for more rounds to refine our design solution.
Conduct more in-depth research on different types of users
Our solution focused on developing the simplest path that a user would take to gift a GoPro product. Yet, we are also interested in understanding and designing for different target users. (A parent gifting a high-school filmmaker might be very different from a friend gifting a snowboarder in their thirties).
Be intentional. Ask good questions.
When GoPro first presented its prompt, our team believed that gift cards were a potential solution that would resolve the complexity of physical products and subscriptions. Questioning our clients in the first meeting was not easy. However, our client’s response gave us more in-depth insights into what our stakeholders were looking for in gifting – which even prompted me to emphasize personalization in the checkout process.
There is no standard research process.
Our clients suggested we research the best practices of eCommerce gifting and focus more on designing the gifting process. This gave us more time to validate our designs with user testing at the end. I learned that a problem can be resolved more effectively if we select the right method based on its problem scope and the state of the problem.
Work with client’s design systems.
GoPro graciously provided their design system. Initially, navigating it was quite challenging due to recent updates and the need for new components tailored to this project. We collaborated with the client to develop new components and integrate them seamlessly with the existing design systems.
A HUGE thank you to Shinichi and Alyssa from the GoPro team for their continuous support and mentorship. Thank you for all the guidance you have provided to my team. I have become a more confident, curious researcher and designer after this project :D
And thank you to Sunny, Shin, Asfaha, and Forrest from my Berkeley Innovation team for their hard work and for being constant inspirations to me. Thank you for becoming some of my best friends at Berkeley.
