Initially I thought about separating the gifting info from the checkout step, making it an interstitial space between cart and placing the order. The idea was to avoid confusion between the recipient info and the sender info and make the review step truly just "review," with no actions needed.

Ultimately this version felt convoluted when the user needed to make any edits to their selections, where on iOS it was more natural to go backwards, on web it felt clunky and disjointed. User research also showed that people were frustrated with the number of discrete steps, so I made the choice to integrate all the info into one page, organized by type of information.

On web, we created almost a true “single page” for gifting, where recipient info is clearly separated from sender info & order execution so everything can easily be filled out and reviewed in one place.

I also added clear messaging to explain what information was needed and any errors that occured (e.g. when the address is changed).

Old experience

New first step

Before, gift sender info was grouped with the recipient gift note, causing users to accidentally enter the recipient info (14% of gift senders entered their own email address!)

Now, the first page of the gift checkout is clearly marked as the recipient information, with copy to reinforce. There is also an indication of the number of steps so the user understands the process to come.

We also made recipient email address an optional field, since many people seemed to only know their recipient's phone number.

Old experience

New second step

New final review step

Before, users had the option to allow recipients to schedule their own delivery time or they could opt to have it dropped off as a surprise. Surprise gifts were a huge headache for recipients and for retailers, because orders were often unable to be completed.

Now, all gifts are recipient scheduled, ensuring they will be home when the delivery arrives. There is also copy clearly indicating to gift senders how the process works, so they know what to expect.

I started at the top by exploring what a gifting home experience might look like. It felt necessary to differentiate the gift shopping experience from that of normal shoppers, especially considering a large prorpotion of gift senders are first time Drizly shoppers.

I included the ability to shop by occasion as well as copy to explain how the gifting process works.

Then, we looked at a guided gifting quiz for shoppers who need the most amount of handholding to find the perfect gift.

Initially, we experimented with a single page "quiz," which was less quiz and more a set of inputs.

However, this gave us a very limited number of questions we could ask, as well minimal space for brand elements.

We landed on a multi-step quiz, which was significantly more flexible, but we still had to narrow on on exactly which pieces of information were important for both our data science team and for the user to feel the quiz was useful to them.

We performed some user testing on this version of the quiz to get a sense of shoppers interest and to undertand what they thought of the results. We found that the quiz was too short for users to trust the recommendations and that it did not feel personalized.

We then built an MVP version of the quiz which asked more specific questions about the recipients sub-category preferences (e.g. white wine vs red) and utilized the recipients name to make the experience feel more tailored.

We created a "gifting home" on both iOS and web, which served as the launching point for other discovery experiences.

This allowed gift shoppers to have a tailored experience without the distractions of non-gift shopping. We included the capibility to browse by gift occasion and to take the guided gifting quiz.

Crucially, we made the choice to direct shoppers immediately from the address capture page into the gifting-specific shopping experience, which helped put users on the right path.

Occasion pages allowed us to create fun and exciting brand moments, while directing users to relevant products. These pages provide value for users who may not know exactly what they want to buy for their recipient, but still want to browse on their own.

The products can be tailored to help users find the exact right gift for any particular occasion, based on Drizly's expertise.

For V2 of the gifting quiz we added brand moments and streamlined the interaction of selecting a sub-category.

I started at the top by exploring what a gifting home experience might look like. It felt necessary to differentiate the gift shopping experience from that of normal shoppers, especially considering a large prorpotion of gift senders are first time Drizly shoppers.

I included the ability to shop by occasion as well as copy to explain how the gifting process works.

Then, we looked at a guided gifting quiz for shoppers who need the most amount of handholding to find the perfect gift.

Initially, we experimented with a single page "quiz," which was less quiz and more a set of inputs.

However, this gave us a very limited number of questions we could ask, as well minimal space for brand elements.

The new gifting experience clearly indicated to recipients that they need to be home to receive their gift. It also highlighted our brand and emphasized the gift note and card from the sender

We revamped our email communications to double down on the expectations, ensuring folks would be home.

While we can't legally select a store for the gift sender, we can mark stores with a badge when they consitently perform well - "gift certified." We also put these stores higher in the sort, which increases the chances a good gifting store will be selected and that the presentation and delivery will be positive.