Receiving a gift from Prezzee used to be a very transactional experience that failed to impress the recipient. Prezzee aimed to create a modern and exciting experience that would engage and convert recipients into buyers. It was important from the start that the experience needed to be more engaging, while still being quick and easy to avoid becoming tedious for customers.

Data & Insights

We enlisted the help of an external agency to validate various features and concepts, and to determine what customers related to most.

The agency tested customers to determine which type of visuals they preferred to see when receiving a gift card. They asked similar questions several times to check for any biases in the responses.

The findings indicated that customers preferred highly engaging visuals and animation when receiving a gift card. Customers also preferred a box visual over an envelope, indicating customers want the excitement of opening a gift vs a greeting card.

With this information myself and the the team felt confident an animated and engaging experience would be the best path to go down. Not only do our customers prefer it, it aligns perfectly with our brand.

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The experience

Drawing on my previous experience creating Lottie animations, I decided to design the experience around using Lottie.

Benefits of using Lottie for animation:

• Design is not reliant on a developer's animation skills to achieve the desired results.
• Fast loading speeds.
• Multiple animations can be layered and controlled via different interaction types to create a fully interactive experience.

Key design features:

• We created an on-brand gift box animation, which includes entrance, idle, and exit animations. To make it easy and accessible for users, we added an "Unwrap my gift" button. Once the box is in idle (wiggle), the exit animation is not triggered until the customer clicks the button. This creates a feeling of suspension, similar to unwrapping a gift in real life.
• We added confetti to the reveal screen to create excitement.
• We updated the gift visuals to show the various personalisation features that the giftee had added to the gift card and to make them more modern.

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Alternative Unwrapping Experiences

Since the animation was created using Lottie, we can easily swap it out for something that better suits a gift cards theme or occasion.

Easter

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Key results

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✅ Improved brand perception of Prezzee

Consistently, during user testing sessions and through customer feedback channels, we hear that customers regularly compliment the Prezzee unwrapping experience.