Using the Zeek Gifting app, customers of Zeek can send gift cards as personalised gifts to their friends and family for any occasion – whether it’s for Christmas, a birthday, or an anniversary.

While the feature of sending gift cards as a gift already existed on the Zeek website – it was decided to create an app that would give the senders a more enhanced and fun experience, while also utilising the various features of the smartphone to make their experience smoother and remove as much friction as possible from the process.

Initial Wireframes

We wanted to explore two options for added value. The first was to offer a free designed greeting card which the user could send without purchasing a gift card. We hoped this free feature would add virality to the app, helping spread the word of its existence while allowing the user to send cute and original greeting cards with sentiments, at any moment.

The second option was  a quiz which the sender could add to the gift. The user would choose a question for the existing questions bank, or insert a question of their own, and then choose several answers to the question, with only one being correct. Finally, the user would select a gif which the recipient will see once they chose the correct answer.

The quiz would allow the user to further customise their gift, reminding the recipient of events they went through together, or just making them laugh, making the gift even more personal.

Final Wireframes

The tight schedule resulting from the company’s desire to release the app before the Christmas gifting season meant that rethinking the MVP was unavoidable. After several meeting with the developers to receive time estimations for each feature in the flow, we understood the MVP would have to be as minimalistic as possible, with the quiz and the free option being postponed to be developed after the initial release of the app.

Final Design

HAPPY FLOW

Continuous Improvement

The first thing that was added after the initial app release was the rate us component. Time limitations didn’t allow us to do thorough user testing on the design of the app before releasing it, and it was very important for us to gather as much feedback as possible from the early adopters.

In the future, the feedback feature will be used as pop ups in different places in the app, appearing at certain points in the different flows to ask the user for feedback, which is why I designed the feature as a component that could be inserted into the flow either as part of the screen or as a pop up.

The location of the feedback feature is contextual – it appears in the thank you page, after the user has finished sending the gift, and, having accomplished his desired task can share his experience with us. Once the user filled in feedback, the next time they complete the purchase they will see the thank you page without the feedback component.