Prezzee is an ecommerce gift card company who offers unique personalisation options when purchasing gift cards. Prezzee wanted to improve the conversion rate on their websites purchase flow. It was unclear that you were able to add your own image to the smart card, the user was unable to preview any personalisation they had made on the card and it did not acomodate for users who were in a hurry.

Prezzee is an ecommerce gift card company that offers unique personalisation options when purchasing gift cards. Prezzee aimed to improve the conversion rate on their website's purchase flow.

User testing uncovered some key issues with the flow -

• The logic of the flow was unclear
• Customers did not know they could add thier own image to the card
• Customers were unable to preview the gift they created, resulting in hesitancy when purchasing
• The flow did not acomodate for customer who were in a hurry and did not want to personalise.

The goal of this project was to -

• Improve the usability of the flow
• Increase the conversion rate
• Add new features
• GIF
• Preview
• Message inspiration
• Occasion selection for greeting cards
• More payment features

Data & Insights

Customer research was conducted partnering with a research agency. The research was to uncover key issues in the flow and validate new feature prioritisation.

Key customer insights

• Customers were unaware they could add an image to their gift card
• Customers were hesitant purchasing a card after personalising it as they were unsure what they would be sending
• Customers found writing a heartfelt message challenging
• When asked to rate the best was to choose a greeting card 42.3% voted the occasion was the best way
• Users did not want to spend a long time customising reveal animation for their recipient
• 46.7% of participants said they would not upload a personal video to the gift
• There were some differences across markets - Whilst the US rated being able to donate to charity whilst gifting, AU & UK voted donations the lowest

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User Personas

Prezzee’s target market is vast due to the diversity in people who purchase gift cards.

Our user personas go across two key categories

• Customers who want to spend a lot of time crafting their gift and want the best for their recipient
• Customers who are in a hurry and are gifting on the go

Myself and the product team agreed that it was important to accommodate for both of these customer types in the purchase flow.

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The user experience

Designs were created for both web & app to accommodate for they key customer pain points & insights gathered through research.

Key design improvements

• A stepped process was created to allow the user to understand the length of the user flow and to understand their position in it
• Improved language throughout, the flow went from transactional to conversational
• Toggles were added to the personalisation section to allow customers to choose how much they wanted to personalise their gift. By simplify toggling a feature on or off they were able to customise the length of the process to their desire
• Adding an image to your card was added to a personalisation section within the flow. Previously this feature sat beside the card and was consistently missed by customers
• New features were added: GIF, preview your gift and inspirational messages
• Content on the page was made editable by the CMS to allow the marketing team to change content easily
• Information about the card and tags to describe card features were added
• An automated sign up was added. When the customer entered their email we detected if they had an account with Prezzee or not. If we did, we prompted them to log in, this is for a safe more secure experience with gift tracking. If the customer did not have an account, we allowed them to continue to flow prompting sign up after purchase
• Apple & google pay was added to the flow. Both apple & and google pay provided a faster and more secure way for customers to pay as they did not have to go through fraud checks.

Key results

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✅ Improved conversion rate

Conversion for this flow was at 11% before the re-design and is now at 20% (9% increase)

*Other experience adjustments have been made since the launch including improvements to page load & better fraud detection

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✅ Improved rating of personalisation features

84% rated Prezzee’s personalisation options to be good or very good (5% increase)

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✅ Improved rating of overall experience

83% of customers rated their experience with Prezzee to be good or very good (9.6% increase)

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Next steps

User testing found some issues with the flow that will be improved on in future

• Customers thought tags were clickable - Styling changes need to be improved to show that feature tags cannot be clicked
• Customers were still unsure that they would be able to preview their gift - Micro copy to be added to tell the customer during personalisation that preview is later in the flow
• Top of funnel work required to improve the bounce rate on this page. Customers do not have enough information about products  before coming to this page

Link to the live project