Joy Cash Gift Purchases (Work in Progress)

Gift Registry Tool

Joy is a wedding website builder and planning tool. It also includes options to send digital invitations, manage guest lists, track RSVPs, and gift registries. Below is a feature improvement to the guest purchasing journey specifically for cash funds and affiliate gifts.

Goals & Objectives

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.

Pain Points

Both guests and couples were experiencing confusion and friction with the concept of reserving gifts and actually purchasing and sending/receiving them.

  • Couples would get notified by email if a gift was reserved but didn’t understand why they hadn’t received it.
  • Guests would press the “add to cart and reserve” CTA but didn’t understand that they needed to purchase the gift from the shopping cart and external vendors.
  • Guests were leaving reserved gifts in the shopping cart and couples were wondering why they hadn’t received them.

Cash Funds: Guests feel obligated to try payment gateways they aren’t familiar with.

  • We were making it optional to use the easiest method of sending funds which was cash or check.
  • The original interface suggests a specific payment method and makes it difficult for the guest to use a method they’re already comfortable 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.

  • Guests may want to “save” gifts by adding them to the cart, but this removes them from the gift pool indefinitely and they may never actually go forward and purchase the gift
  • Guests miss emails and sometimes don’t understand that they need to purchase the gift with the current reserve model.
  • Guests have to work and understand that they need to “cancel reservation” in order to return the gift to a pool.
  • Guests have to work with the complexities of “marking as purchased” “cancelling order” in order to move gifts around in the purchase journey.
  • Couples are having to nudge guests for gifts that guests may not actually intend to buy.

Approach & Ideation

Allow guests to purchase gifts directly from the product detail page.

  • A guest is free to either purchase a gift or add it to the cart and continue shopping.
  • When a guest completes the purchase journey and marks a gift as purchased we contact the couple and let them know.
  • Update the language from “reserve” to “add to cart” to add more urgency to the process.

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.

Proposed Solution & Final Designs

  • Purchase journey was broken out into more steps that have a clear focus and intent for each screen.
  • Collect user information in a unique step.
  • We also allowed the user to decide how they want to send the funds and didn’t preselect any of the payment options.
  • Provide tactical messaging for each screen.

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