Giftbomb App

Designing and testing new features within the app

Giftbomb is a mobile app designed to make giving a gift card easy, fast, enjoyable, and local. As a relatively young business, Giftbomb stakeholders approached us seeking to improve the giving and receiving experience in their mobile app. The client wanted to increase user engagement with the app and to convey the value of their local merchants. The project involved meetings with the client, collaboration among the team, and focus on the client’s goals.

The Client:

Giftbomb is a mobile gift card app which enables the thoughtful, spontaneous or scheduled giving of gift cards to recipients for local restaurants. This startup company is seeking to change the way gift cards are given while supporting the best local restaurants.

The User:

Josh is a Minneapolis resident who wants to easily send quick and meaningful gifts to his family, friends, and colleagues, but he wants to ensure that they will enjoy their experience with his gift.

Challenge

The client wanted to increase user engagement while users are in the app and to convey the value of highly rated local merchants. We were asked to suggest additional features to add to the application.

Solution

After research and a Kano survey, the team suggested numerous features to add to the app and designed a prototype to demonstrate how they would work. These features included location based alerts, in-app messaging, and additional welcome slides.

Role and Tasks:

Our team split up into pairs and conducted the competitive audit. Then I worked alone to create the journey map and feature cards. The team then worked together to process the results of the tech scoping and the results of the Kano survey. Afterwords, I put together a recommendations report with annotated wireframes and finished by created an interactive prototype.

Next Steps:

The next steps would be to test the features included in the prototype. The method would be in-lab usability testing which would tell us whether the features should be developed or not.

Project Takeaways:

This project offered an excellent opportunity to hear from the tech team regarding how long each proposed feature would take. I anticipate working with developers more and to get a sense for the complexity of executing the making of my designs.

Client Kickoff Meeting

As a team we started the project off by hearing from the client, who explained the origin and mission behind the Giftbomb app. We were presented with the client’s problem and shown how the app functioned. The client highlighted the importance of partnering with local businesses that have excellent Google reviews for Giftbomb. And he communicated his hope for future users who begin using the app, desiring an engaging and meaningful experience while they give and receive gift cards to family, friends, and colleagues.

Client Kickoff Meeting

As a team we started the project off by hearing from the client, who explained the origin and mission behind the Giftbomb app. We were presented with the client’s problem and shown how the app functioned. The client highlighted the importance of partnering with local businesses that have excellent Google reviews for Giftbomb. And he communicated his hope for future users who begin using the app, desiring an engaging and meaningful experience while they give and receive gift cards to family, friends, and colleagues.

Competitive Audit

In order to understand what features might be helpful additions to the app, our team of four split into pairs and conducted a competitive audit on similar services. We found quite a few competitors or products that perform similar actions, however, most lack the emphasis the Giftbomb has for exclusively featuring local businesses. Our competitive audit compared many of the main features present in each service to see if they were present, missing, or pending features.

Journey Map

After the competitive audit I was responsible for developing a journey map of the existing user’s experience engaging with Giftbomb. This involved creating a persona and observing the highs and lows a user would experience during each step in the process from first being introduced to Giftbomb to sending their first gift. After mapping out the journey, I added opportunity areas where improvements could be made.

Feature Cards / Sketches

Next, each member of our team developed 5–7 low-fidelity feature cards (wireframes demonstrating the functionality of a feature). These features were ideas we came up with from our competitive analysis, journey map, and brainstorming about what might increase user’s engagement with the app. Each card included a scenario description to help explain what using the feature might look like.

We hung the feature cards up and grouped similar features together in preparation for the client tech scoping.

View Sketches

Tech Scoping

Next, the client came by to scope out the project and to give us insight into how long each feature would take to implement. Feature by feature, they indicated and discussed the business priority rating and their interest level.

Many of the features were already in the works for the client, though a few were excellent new ideas that the client got excited about.

Kano Survey & Analysis

After the client gave us their insight into each feature, our team selected 10 of the top and most hopeful features. These feature were then submitted to 10 average Giftbomb users in a kano survey. We received 9 responses before we closed the survey and began to calculate the results. We mapped the participant responses to see which features users liked if present and disliked if not present. This informed which features we would recommend to the client.

Recommendations Report

Following the kano survey, I created a recommendations report for the client which included annotated wireframes of the features the team recommended the client add to the app. I used Sketch to create the annotated wireframes in high-fidelity to show how the feature would work and to help the client visualize the flow. This report also included an updated journey map indicating what the new user journey would be like after the implementation of the new features.

Presentation and Client Handoff Meeting

While the prototypes were being finalized, myself and another team member created the script and presentation slides for our final presentation and client handoff meeting. The team presented our process, findings, and prototype to Prime instructors, students, and visitors.

Afterwards, we met with the client to hand off our deliverables and answer any questions they had.

View Final Report

High-Fidelity Prototype

In addition to the recommendations report, I created an interactive high-fidelity prototype to demonstrate to the client how the features would work in the context of the existing app. This prototype demonstrates these three features: highlighting local businesses in the intro walkthrough, location and privacy alerts, and in app messaging.

View Prototype

Methods

Competitive Audit • Journey Map • Scenario/Feature Cards • Tech Scoping • Dot Voting • Kano Survey • Annotated Wireframing • High-fidelity Prototype

Tools

Sketch • Keynote • Axure • Procreate • Pixelmator Pro • Google Surveys • Google Sheets