Signet Jewelers Gifting Experience
Goal: Assess and elevate the gifting experience across all Signet Jewelers brands to improve visibility and understanding of gifting features, ensuring a delightful experience for both customers and recipients.
My Role
As the lead designer for the gifting project, I collaborated with the research team to identify key issues and designed several features within the purchase flow to enhance the overall experience.
Results
In the first quarter of use, engagement with gifting features was up over 51%.
Voice of Customer survey impact: Customers who used the gifting features reported checkout satisfaction scores 3.7 points higher than non-users, and their NPS scores were 1.5 points higher.
Additionally, there were no complaints about the inability to add a gift message, a significant improvement from the previous year.
Initial Research
Background/Objective: Identify and understand the key touchpoints and pain points customers encounter during their fine jewelry gifting journey, in order to uncover opportunities to better meet their needs.
Method/Participants: We conducted 16 remote one-on-one interviews with participants who had purchased fine jewelry as a gift within the last three months.
Our interviews suggested four key areas where we could improve our gifting experience overall:
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How might we boost customer confidence during the decision making process by allowing them to seek validation and share responsibility?
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How might we create a worry-free purchase environment?
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How might we illustrate the scope, scale, and quality of Signet's gifting experience all the way through the purchase process?
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How might we give gifters a sense of control over the gifting presentation, especially those gifters who are sending items directly to recipients and can’t add their personal touch?
Project Goals
Considering that the gift experience spans across the entire online experience, for the first phase we decided to focus on the following to support our research themes:
Create opportunities for users to share gift ideas with others
Draw more attention to gifting, in the old experience it was easily missed
Create a flexible experience to set the stage for the addition of future gifting options.
Build in additional resources such as Gifting FAQ.
Include clear options and expectations through some additional functionality and improved focus on current “gift message” and “receipt” experiences.
Add functionality to allow the giftee to send their gift recipient delivery updates for peace of mind about the delivery.
Allow gift givers to add free gift wrap to their pick up in store purchases while purchasing online.
Encourage Collaboration
Share Shopping Bag
Our primary goal was to support the user’s need for an easy and effective way to get feedback on items in their bag through a simple and clear interaction. This approach makes it easier for a group of people to collaborate when buying a gift together.
What We Identified
The 4th most common reason for abandonment captured via Signet’s Voice of Customer survey in Shopping Bag, was that users were just not quite ready to purchase or stated they were just browsing. And 16.4% of users voiced the desire to easily share the contents of their bag with others to help with their purchase.
Design Objective
My primary goal was to support the user’s need for an easy and effective way to get feedback on items in their bag through a simple and clear interaction. This approach makes it easier for a group of people to collaborate when buying a gift together.
How Share Bag Works
Share CTA in the Shopping Bag: I kept a very clear callout to the action the user can take, placed near the top. The user can share through a link or email.
Recipient Email: the recipient instantly receives a communication regarding the shared items
Hub Page with Bag Items: in the spirit of personalization and support before making a decision, we created a separate landing page for the recipient.
Inspire & Support
Gift Message Support
Some gifters struggle articulating their sentiments – these individuals wanted to feel more supported by receiving help expressing their sentiments in writing.
When a message type is selected, like Happy Birthday or Happy Mother’s Day, special messaging appears in the message box that the user can use or edit how they wish.
Inspire & Support
Gift Recipient Email with Tracking Options
The optional email sent to the recipient allows the gifter more peace of mind that the recipient will receive their package.
The email gives the giftee an understanding of the estimated delivery date, with an option for additional SMS order tracking.
This email also highlights the gift message, as today it’s often missed on the packing slip.
Set Clear Expectations
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Gift FAQ
To address recurring user concerns about gifting, including return/exchange policies, packaging, tracking, delivery, and sizing issues, I designed a gift FAQ integrated into the checkout experience, ensuring users can access this information without leaving the process.
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Order Confirmation
By adding gifting information to the order confirmation page and email, users can feel confident that the gift options they selected were saved within their order.
Give Gifters Control
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Select In-Store Gift Wrap
Our goal is to offer customers a year-round gift-wrapping add-on service for pickup items within the digital experience, saving them time and effort while providing peace of mind that their gifts will be professionally wrapped.
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Mark as a Gift - Gift Receipt
The option to mark an order as a gift hides the price on the gift receipt.
The Future of Gifting at Signet
In the future, we plan to offer gift options for delivery orders, where users can select their own gift wrap and include a personalized message with their delivery.
Our new gift options panel UI is highly flexible, and will allow us to add gift options at any stage of the shopping experience.
Other plans for gifting include personalizing the gift experience for engagements and other special life moments.