Presently

Making group gifting easier
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Timeline

April - May 2022

Service

Heuristic analysis
Usability testing
‍Prototyping
Visual design

Toolkit

Figma/Figjam
Adobe CS
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Background

Presently is a digital platform that helps organizers crowdfund a gift for friends, family and colleagues - making quality gifting possible. The site gained attraction during the pandemic when remote work became the norm. Now individuals can effortlessly celebrate with personalized e-cards and easily gather funds for people they cherish.

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Problem

Users often organize more than one gift at a time but the current platform only allows single gift management. That means that organizer must create separate accounts for each gift initiative. The absence of a unified dashboard for managing multiple gifts creates a cumbersome tracking process, leading to a significant drop-off in user engagement.

  1. Users often abandoned their gift organization
  2. No central platform to keep track of multiple gifts in progress
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Solution

1. How might we increase retention?

  • Improve overall accessibility and learnability of the product
  • Simplify onboarding questionnaire to improve adoption rate
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2. How might we create a platform to oversee multiple gifts?

  • Design a central dashboard to keep track of all their gifts
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Examining the Flow

Why do users abandon the onboarding process and where are they getting stuck?

Performing a comprehensive usability audit of the current onboarding process shed direct light on underlying pain points. Usability audit was conducted remotely and targeted to personality types that fit our "Super-Organizer" user persona.
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Key Observations

  • Inconsistent design system led to misclicks
  • Default error messages and trivial questions confused the users
  • "Proof-read invitation" feature had significant delays and reduced credibility
  • Leaving the platform and having to parse their email to find their unique ID/password interrupted the flow


For example:
Using the same color for the header, hyperlinks, and informational text confused users and led to accidental clicks.




Formula for Revision

During a heuristic evaluation, some of the key areas were flagged for adjustment

  • Improve color contrast ratio for legibility
  • Align design system with functionality
  • No unnecessary features
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Prototype Feedback

After presenting dashboard design variations, previous data unveiled the direction of the next iteration

  • Leave out total goal amount - company data showed that overall contribution decreased when displaying the goal amount
  • Omit contributors list - contributors often use different email accounts so keeping track isn't relevant
  • Avoid new coding challenges to create MVP of the new dashboard
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Dashboard Design

Now gift organizers can finally oversee multiple gifts all at once using their new dashboard. Organizers don’t need to leave their tab to find their unique gift ID/password for every gift initiative.


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Outcome

The redesigned flow and dashboard increased retention by 35% while increasing confidence across all users managing their task. I made sure to retain their signature color and feel while giving users a modern, streamlined, and feature-complete experience.



For a more detailed case study, please contact me
yeujune@gmail.com
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get in touch
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