Product Startup - Digital Gifting
Challenge
Grow gifting with existing and new customers while creating a foundation for the launch of new propositions
This client was an existing business, but one that was struggling with an initial proposition that was too focused on one area - discounted gifting. They needed help in two areas: the first, to change the perception of their business from one that’s focused on sending gifts to sending value. The second, was to provide the product platform that could facilitate the launch of new product propositions.
I led the team through a design-led process that was inclusive of all team members, including the CEO of the start-up at every step.
An inclusive, design-led process
I decided to leverage the Double Diamond process, for the clarity that it provides to all stakeholders throughout the project. For initial work, we focused on interviews with customers and key stakeholders to develop a baseline of insights that we could draw upon.
Define - What’s our vision? What will we design?
Working with my team, we planned and conducted a two day “Define” workshop. The objectives of the workshop were to agree on a vision and value proposition and to define a design brief for the work to come.
The workshop involved representatives from across the organisation including marketing, technology and the CEO. Workshop activities covered empathy mapping, value proposition canvas, and scenario mapping.
To help define the brand direction, we looked at comparing the brand to other competitors/comparators. We went through a series of “this or that” exercises to define the brand tone. “Is your brand more Nike AirMax or adidas Superstars? More led by showcasing technology and innovation upfront or more reserved, effortless and timeless style?”
Design - Work through journeys and concepts
The next major activity was the “Design” workshop. The focus was on the design of the product as well as features and journeys that the product needed to support.
Over two days, I led co-design sessions where we agreed upon the experience principles for the product and then sketched out journeys and features.
The co-design activities involved marketing, strategy, technology and the CEO to ensure all aspects were covered. We also reviewed moodboards and visual concepts to arrive at an agreed upon direction.
Deliver - From concept to reality
Following from the Design phase, my design team and I worked to define all the detailed site maps, user flows, wireframes, design systems and assets for development. We also created a clickable prototype for eventual user testing.