Gift Registry Feature in eCommerce App

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Overview

It's always hectic when moms have an occasion they need to plan, whether a wedding, baby shower, newborn, or even a birthday. They need to make sure certain items are bought in the right quantities. Creating a gift registry on Mumzworld should help take care of such a process to make it seamless and accessible across the funnel.

Goals

An expecting mom creates a list of her favorite items and shares the list with her friends. Gift registries make it easy for customers to shop for gifts for their loved ones. Customers can add items to their gift registries from any device anytime.

• To create a delightful user experience that encourages users to engage with the gift registry feature on the app.

• To simplify the onboarding process for creating a new gift registry to improve conversion rates.

• To simplify adding items to the gift registry and providing item suggestions.

• To expedite the checkout process for gift registry buyers.

Onboarding journey

The goal is to simplify the onboarding process for creating a new gift registry to improve customer retention by providing users with a valuable and convenient way to shop for gifts. We're trying to give users a simple process and story on starting a registry.

A well-designed onboarding process can help users learn about and use the gift registry feature, leading to a more positive experience and increased loyalty to the eCommerce company.

This helped increase the conversion rate as users are more likely to purchase items from a gift registry than from a general shopping list. It also increased the average order value because gift registry users often shop for multiple people and special occasions.

Registry list and information

As a gift registry owner, I want:

• To be notified when someone purchases an item from my gift registry so I can thank them.

• To prioritize my gift registry list so people can quickly identify which items I need the most.

• To ensure that post-purchase feedback is communicated to both the gift registry owner and the buyer.

Storyboards and scenarios

We have three different gift registry user personas to keep in mind and design user journeys for:

1. Non-gift registry owner who wants to create a registry.

2. Gift registry owner who wants to manage their registry (update, remove items, see what was purchased, etc.).

3. Non-gift registry owner who wants to find a friend's registry to buy gifts for their friend.

During our research, we uncovered different gift registry challenges that people experienced and narrowed them down to three scenarios:

1. A non-gift registry owner wants to wishlist an item to get back to it later, which creates an opportunity to trigger a dialog to generate a new gift registry for them.

2. A gift registry owner plans to invite a friend to their baby shower and has second thoughts about creating a gift registry when browsing for items. They choose the "Add to registry" secondary button on the product details page.

3. A non-gift registry owner finds a banner/link to access the gift registry and wants to start the journey from there.

Wireframes for 1st scenario

I asked myself and my team these questions about the UI of creating a list from the product details page and 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 an "Add to registry" button? Which one is clearer?

• Does it do or have what the user expects?

• Is investing in this wishlist button worth the time and money?

• Is it going to be easy or hard to use?

• What actions can the user take at this point?

• Where or how does the user start?

• What if they get stuck?

Onboarding flow in progressive steps

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

Onboarding flows can help users learn about and use a product or service for the first time, leading to increased user engagement. Users learn how to use a product or service on their own, which can reduce the number of support inquiries that the team receives.