Presently (A group gifting platform in America)

 Client

This group-gifting platform was built to provide people an easy way to contribute to a single gift, together. This research studies the language of gift giving, how Americans express their love through gifts.

About

 

This research studies the language of gift giving, how Americans express their love through gifts.
To gain insights on general attitudes and behaviours towards gifting in the United States (US)

Overview

 

The Problem

There were a few hypotheses that we gathered from their challenge then on presents:

  1. People were facing problems choosing gifts

  2. Group gifting is logistically a pain

  3. The contributors to the gifts on this platform are also the organisers

 

Research methods

Method #1

Objective: Understanding how the sign up process is done through observations using the heat map tool.

Success Criteria: The attitude towards group gifting by customers.

What we found:

  • 49 clicks (25.65%) were recorded on ‘About Us’ and 19 clicks (9.95%) on ‘Media’ - users are trying to figure out what is Presently and group gifting about

  • None clicked on “Get Started” to organising a group gift.

  • Very few clicks on “About Presently”

Second highest clicks are at the bottom of the page on ‘About Presently’ →13 clicks (6.81%)& ‘FAQ/Contact’ -12 clicks (6.28%)

*Based on 737 page views in desktop and 191 clicks recorded in Oct 2020

 

Method #2

Objective: Generative research to determine what comes to the minds of Americans when we talk about gifting.

Success Criteria: Determine the key elements from Americans of their likes and dislikes towards group gifting.

 

Method #3

Objective: Understanding what motivates an American to give a gift and what events/occasions are great for gifts

Success Criteria: Creating a persona for what the research has found

“I hope it (group gifting platform) helps to purchase the gift and sends the gift to the recipient”

 Benjamin Waters, working millennial in his late twenties

 

What customers are expecting?

Allowing gift contributors to contribute to the gift catalogue and get points

  • To lessen logistics pain points in giving gifts

    • Provide purchase and delivery of gift services to recipients

  • Conversion rate will improve if there is monetary incentive to organise a group gift on a platform(i.e. referral discount, sharing on social media rating to earn points for discounts)

What should we do now?

To increase awareness of group gifting Allowing gift contributor to contribute to the gift catalogue and get points

  • To educate users on the importance and benefits of group gifting

  • Gift Donation for campaigns of good causes

  • Personalise it ( Both the organisers and contributors personalise their messages. While recipients can write a thank you note in return)