Good Things Gifts

A UX project, over the course of my second year, working with a real ecommerce client - Good Things Gifts. The client specialises in selling ethically and sustainably sourced gifts.

The project was to improve the user experience and enhance customer engagement on the clients website. Additionally, devising a social media strategy and posting on their Instagram.

Deliverables

Website Redesign

Identifying the problem

Conducted observations of users navigating the website to find specific products, general browsing and checking out. The main pain point was the navigation bar due to having an overwhelming choice of options, making it hard for users to find what they were looking for.

Solution

A simplification of the nav bar was identified as the most effective solution. A card sorting exercise was undertaken to group products into categories. As a result the number of top level tabs was increased, but the number of dropdown options was decreased.

Final Design

The final design for the website was developed on Figma. This restructured design, creating a more streamlined and engaging user experience, was accepted by the client.

Click here to access the prototype.

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Social Media Strategy

Analysing the data

The client had provided data relating to their website and social media. This data included the age, gender and country of the people who purchase their products and interact with their Instagram page.

It showed that the majority of their customers were women aged between 25-35 and second being 36-45. Researching online about this demographic gave a better insight into what they may want. In addition, access was given to their social media account to view their posts and interactions.

From this user personas were created that were referred to throughout the project.

User Personas

Three user personas were created for this project, representing a different person and the extent to which they may be interested in Good Things Gifts.

User Persona

Main user persona, representing the majority of Good Things Gifts customers

User Persona

Secondary user persona, representing the second largest group of Good Things Gifts customers

User Persona

Third user persona, representing someone who could be interested in Good Things Gifts, but not the primary target audience

User Journey Maps

The following User Journey maps show how each user persona would interact with Good Things Gifts Instagram page. It details their preferences and aims to better understand and create a social media strategy.

Instagram Strategy

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Post regularly, at least once a day if possible

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Post reels at least twice a week

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Post images of the shop owner to show the human side of their business

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Posts must maintain good and clear branding

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On the lead up to December, have posts to advertise the pop up shop in Sparks, Bristol ahead of Christmas

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In December, post gift ideas for Christmas

Example posts

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