A gift for the business
Year
2024
Status
In production
Company
Boticário Group
By redesigning the gifting experience, I transformed a confusing, revenue-losing checkout feature into a streamlined, high-performing asset that drove a record-breaking 81% increase in revenue.
The Initial Solution
At Grupo Boticário's e-commerce checkout, the "Gift-wrapping" feature had a noble mission: to allow customers to add a special touch to their orders with gift bags and boxes. However, what should have been a moment of delight in the shopping journey had become a point of friction, confusion, and lost revenue.
After several conversations with stakeholders, I learned that the feature was created during the pandemic. The original solution aimed to solve the need for sending pre-wrapped gifts, allowing customers to send a present directly to the recipient's address without leaving home. However, this solution no longer aligned with consumer behavior or the company's strategy.
High demand
The business team was rapidly developing new packaging and experiences for special occasions.
The favorite brand
According to the Kantar Worldpanel, a global leader in data and insights, O Boticário is the most-searched brand for special occasions in Brazil.
The component's technology presented a challenge: every time we tried to add new packaging or alter an element, it broke, required rollbacks, and showed defects.
These issues became more frequent with new feature implementations and minor modifications because the business logic was tied to the front-end. We needed a solution that was simple to develop but would deliver a positive business impact and keep up with market needs.
Leading the Transformation of the Gifting Experience
Com algumas hipóteses iniciais em mãos eu realizei e defini algumas metodologias para mergulhar no contexto partindo do ponto de vista do usuário.
Search Data Analysis
This analysis showed a significant number of searches for the terms "packaging," "box," and "bag," but these searches did not include the term "gift."
Internal Data Analysis
The Net Promoter Score (NPS) for the feature was consistently below the e-commerce average, with complaints focused on the packaging purchase journey.
Desk Research
The business team was moving faster and faster in developing new packaging and experiences for special occasions.
Stakeholder Interviews
I was able to understand the complexity of the systems involved and the number of brands the redesign needed to accommodate.
From these analyses, it became clear that the previous scenario focused more on questioning the packaging model than on generating a desire to give a gift. Now, there was an opportunity for a feature that was more appealing, technically scalable, and strategic.
We were treating the gift bag screen as the first chance to sell a gift package, but it should have been treated as the last.
From uncertainty to clarity, with data and collaboration
The first step was to deeply understand the scenario. I combined multiple data sources to build a 360-degree view of the problem. I analyzed internal data and watched dozens of session recordings on Clarity. This allowed me to see firsthand the frustration users experienced when interacting with the component.
This immersion culminated in creating a CSD Matrix (Certainties, Suppositions, and Doubts) and mapping scenarios, which gave us a solid foundation to start building the solution.
High Cognitive Load
The component required the user to expend a high cognitive effort to make a complex decision, supported by overly detailed icons and very small typography. At this stage of a gift purchase, we should have been clearer about what the user would find after these decisions.
Building the Solution
With a clear diagnosis in hand, I moved to the ideation phase. The goal was to diverge and then converge on the best possible solution.
I started with low-fidelity wireframes to explore different information architectures and flows. After Design Critique sessions with other designers, I evolved the ideas into high-fidelity interactive prototypes in Figma, ready for validation.
One of the versions was taken for an A/B test, which showed that even without layout changes, there were no negative impacts from including the term "packaging" in the component.
Increase in Revenue Captured
An 81% increase compared to the same period in the previous year.
Near-Zero Complains
In the months prior, this number reached 50.
87,000 Wrapped Orders
A 7% increase compared to the same period in the previous year.
Record-Breaking Share of Orders
Reaching 25% participation, a 7% increase compared to the same period in the previous year.
From Friction to Record-Breaking Revenue
The launch of the "Gifting" experience facelift was not just an interface improvement; it was a strategic game-changer for the business. The results surpassed all expectations and told a story of unquestionable success.