The goal of this project was to avoid the confusion that guests were having and to give a clear status to couples when a cash gift had been reserved, purchased, or officially sent.
Both guests and couples were experiencing confusion and friction with the concept of reserving gifts and actually purchasing and sending/receiving them.
Cash Funds: Guests feel obligated to try payment gateways they aren’t familiar with.
Our primary action for guests was to reserve gifts in the cart but they are kept in reserve indefinitely. We relied on sending email reminders to couples to nudge guests into finishing their purchase.
Allow guests to purchase gifts directly from the product detail page.
Break out the journey into more steps that are focused for specific purposes.
Use a shopping cart model rather than a reserve model. This would remove a big point of friction in the checkout pocess.
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