The goal of this project was to streamline and fix the cash gift purchasing experience for guests and to mitigate their confusion. We also needed to give a clear status to couples when a cash gift had been reserved, purchased, or officially sent.
Through insights and feedback we received through our Intercom chat system and FullStory, we learned that 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 use payment vendors they aren’t familiar with.
Our primary action for guests was to reserve gifts in the cart but they were 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.
Proposed Solution & Final Designs
Guests were having similar issues with our affiliate product purchases.
Impact on Couples & Guests
Couples received gifts more successfully: Couples who originally expressed frustration were now showing gratitude for this feature improvement since the cash gift purchase experience for their guests became a lot smoother and clearer.
Our customer service reps shared that there was roughly a significant decrease in feedback on purchasing confusion coming from couples/guests after this feature update.