fever
adding a feature to Fever App
My role:
Project duration:
Jan, 2024 - Feb, 2024
User Researcher
UI UX Designer
Project overview:
The feature of customized experience gifting on Fever app is designed to enable users to create personalized gift cards by selecting multiple experiences within a pre-defined budget. Such gift cards not only inspire a receiver with its diverse range of experiences but also provide flexibility for them to pick the one they like. Besides interactive experience gifting, Fever also offers flexible options of sending, scheduling, and customizing gift cards. The feature is anticipated to have a significant impact on users’ engagement with Fever - they will now use it not only for booking attractions for themselves but also as the most flexible experience gifting platform.
user research
Survey
I have conducted a survey with eight participants to learn what challenges people face when looking for a way to surprise their friends and family with an experience as a gift, and how they approach the process of searching for and arranging their present.
Research synthesis
In order to synthesize quotes and observations collected in my survey,
I have created an affinity map (linked below). It contains all the data from the survey sorted into respective categories. My affinity map helped me to extract important insights from the survey, and convert them into user pain points and goals.
“It’s great when somebody can give you the gift of an experience; it’s sometimes more special than a traditional, physical item.”
“I believe experience gifting is a great idea if you know that this is something the person receiving the gift will enjoy.”
“It would be great to have a platform to pick a variety of local businesses I could gift an experience or voucher for, including some I hadn’t thought of before.”
user goals
01. uncertainty which experience a receipient would like to receive
02. worries that a company will send an e-gift card to a recipient early
03. coordinating dates and times with a recipient ruins the surprise
04. worries that a recipient won’t use an experience
user pain points
01. find a platform with a wide range of local experiences to choose from
02. have an option to purchase a gift in advance but arrange it to be sent on the date of the occasion
03. be able to personalize a gift so that it leaves a lasting impression on a recipient
04. be confident that a recipient will enjoy a gift
user persona
Based on the interview findings and participants’ data, I have singled the following outstanding persona - a young busy individual who likes to gift memories, not things.
problem definition
Users feel insecure about gifting an experience due to the lack of knowledge about recepient’s preferences as well as doubts that a recipent will not enjoy and use a gifted experience.
01. solution
Enhance a gifting feature in Fever so that it enables users to create a personalized gift card by selecting multiple experiences within
a pre-defined budget.
02. solution
Enable users with a gift customization feature that will allow them to personalize their gifts according to their recepient’s preferences and needs.
feature set
After having brainstormed and then selected the ideas which I was going to move forward with, I have created a feature roadmap.
user & task flows
In order to focus on the moments of interaction between a user and the feature, I explored user and task flows. It helped me to determine the steps required to complete the flow of purchasing an experience gift card in Fever app.
After having developed the user flow, I focused on creating the task flows that would allow a user to seamlessly complete desired tasks:
a) purchasing an experience gift card and sending it by email;
b) purchasing an experience gift card and sending it by mail;
c) purchasing an experience gift card and scheduling when to send an email to a recipient;
d) purchasing an experience gift card and customizing it with a message;
e) purchasing an experience gift card, scheduling when to send an email to a recipient, and customizing a card with a message.
In order to experiment with layouts to organize the flow of gift card purchasing,
I have created mid-fidelity wireframes for the following pages: home, search,
gift card information, experience selection, preview, checkout and confirmation.
mid-fidelity
wireframes
user testing
In order to conduct mid-fidelity user testing, I chose the method of remote testing via Maze platform. Five participants had to complete two tasks to test the flow of purchasing an experience gift card.
tasks tested
01. Navigating the app to find the Gift Card option;
02. Purchasing and customizing a gift card on Fever app.
testing otcomes
01. Redesign the Home page so that it contains the Gift Card option;
02. Relabel the call-to-action button on the Gift Card page to ‘Select Experiences’ and make it fixed for an easier access.
before
Three out of five participants pointed out that they had expected to find the Gift Card option somewhere on the Home page rather than on the Search page. By analyzing the path heatmaps for each participant, I have noticed that the Search page was not the first click for the other two participants as well.
after
I have incorporated the change suggested in the user tessting into my high-fidelity version of the design. The Gift Card option has been added to the Home page for a smoother user experience.
before
Despite the fact that the completion rate of this task is 100%, three out of five participants shared their feedback on their experience friction when completing the task. They pointed out that the call-to-action button on the Gift Card Information page wasn’t easy to find due to its not fixed position on the page.
after
In order to ensure an easy access to the call-to-action button on the Gift Card Information page, I made it fixed.
After having collected feedback on my mid-fidelity design, I have created high-fidelity wireframes of the following screens: home page, search page, gift card information page, experience selection page, preview, checkout and confirmation pages.
high-fidelity
wireframes
usability testing
I have conducted the unmoderated usability testing on high-fidelity wireframes via Maze platform to gather feedback on general usability and visual design of the experience gifting feature on Fever app as well as assess whether its usability improved after the iteration on the design based on low-fidelity testing results. Five participants had to complete two tasks to test the flow of purchasing an experience gift card.
tasks tested
01. Navigating the app to find the Gift Card option;
02. Purchasing and customizing a gift card on Fever app.
testing otcomes
01. Move forward with the current design into the development;
02. Integrate an Apple Pay option into the design of the payment flow.
before
Some of the participants suggested adding an option to use Apple Pay at the checkout to enhance the general usability of Fever app.
after
Apple Pay as well as Apple Wallet have been integrated into the design of the Checkout and Confirmation pages.
