Gesture
In July 2020, I started to work on Gesture’s mobile app platform where users can pick and send gifts within the same day. The Customer Success team approached me to form a UX task force with a UX intern to improve UX along with the initiative to re-categorize and re-price all existing products.
The primary problem is that the current app has all products categorized by price tiers, which hinders customer exploration based on their gifting scenarios, and product discoverability.
Challenge
Lacking customer behavioral data
Cannot conduct field research due to COVID
Unstable business model due to growing stage of the service: every UX change needs rethinking on product strategy
My Role
Mostly UX Designer, at times PM
As a UX Designer, I dig deep into the UX requirement from research to end hi-fi design together with another UX designer, and Data Team.
As a Product/Project Manager, I’m helping my direct manager clarify and define product strategy, which supplements the UX initiatives.
In a nutshell, through this project I’m trying as much as possible to help Gesture build its UX infrastructure as well as a smoother UX.
From Data to Design Initiatives
See user data synthesis on Miro
Key User Insights
Design Directions
1.
2.
3.
Incorporate product-based categorization on the homepage
Offer users as many opportunities to explore other products as possible: occasions/ best sellers/ similar products/ bundle..
Clarity over cleverness
Design
1st Iteration
Rebranding
Moodboard: Fall Gifting
2nd Iteration
From 1st Iteration:
1. Enhanced style: incorporated new design principles and components library
2. Added Featured Gestures
3. Explore occasion-based gift guide rather than occasion-based product lists
