Role:
Product Design
Team size:
3 People
Duration:
2 weeks
Platform:
Mobile
How did we work
1
2
3
4
5
Research
Benchmark
& Ideation
Design
User testing
Iteration
1
2
3
4
5
Research
Benchmark
& Ideation
Design
User testing
Iteration
Overview
Who is Choose?
Choose is a lifestyle brand discovery platform that aims to become the global leader by offering premium curation and an exceptional customer experience.
+100 M €
Gross Merchandise Value
~1 M
Monthly Active Users
Loïck
Product Manager
Evie
Product Designer
Real-world project pitched by Choose
At The Design Crew’s bootcamp, Choose’s Head of Product shared a key challenge: 30% of purchases are gifts, yet many customers feel stressed when selecting them. Gifting has become the platform’s second most requested feature.
Choose aims to develop a new feature centered on “the art of gifting.”
Evie
Product Designer
Loïck
Product Manager
THE CHALLENGE
How to create an engaging experience that focuses on the act of gifting on Choose?
How did we work
1
2
3
4
5
Research
Benchmark
& Ideation
Design
User Testing
Iteration
Phase 1 : Research
To gain a better understanding of our users' motivations and needs,
we conducted qualitative research.
To gain a better understanding of our users' motivations and needs, we conducted qualitative research.
Objectives
Personalization:
How choosing or receiving a personalized gift influences users’ emotions and behaviors.
Successful Gift:
How users define and perceive what makes a gift “successful.”
Rituals and Occasions:
Identify the rituals and habits users follow when gifting for different occasions.
Test Parameters
Test Parameters
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
Age range: 25-40 years oldShopping behavior: Online shopping habits
Age range: 25-40 years oldShopping behavior: Online shopping habits
45 min • Google Meet
45 min • Google Meet
45 min • Google Meet
2 men and 3 women
2 men and 3 women
2 men and 3 women
Aimée
Aimée
Eduard
Eduard
Mary-Anne
Mary-Anne
Pièrre
Pièrre
Isabelle
Isabelle
What we have learned
4/5 panenlist
Choose a gift based on the amount of time they have available.
“Les habitudes alors ça dépend complètement du temps,
si j'ai pas de temps dans ce cas là, j'achète pas en ligne.”
3/5 panenlist
Tend to choose personalized gifts.
“J'ai envie de personnaliser le cadeau. Bah les possibilités de le rendre personnel donc, je sais pas, ajouter une broderie par exemple”
4/5 panenlist
Prefer the intention behind the gift rather than the gift itself
“Ce qui est le plus important pour moi c’est l’attention qui a été porté à me faire un cadeau”
4/5 panenlist
Choose a gift based on the amount of time they have available.
“Les habitudes alors ça dépend complètement du temps, si j'ai pas de temps dans ce cas là, j'achète pas en ligne.”
3/5 panenlist
Tend to choose personalized gifts.
“J'ai envie de personnaliser le cadeau. Bah les possibilités de le rendre personnel donc, je sais pas, ajouter une broderie par exemple”
4/5 panenlist
Prefer the intention behind the gift rather than the gift itself.
“Ce qui est le plus important pour moi c’est l’attention qui a été porté à me faire un cadeau”
How might we help users offer personalized gifts that trigger authentic emotional engagement?
Based on these insights, we reframed the problem :
How might we help users offer personalized gifts that trigger authentic emotional engagement?
Based on these insights, we reframed the problem :
How might we help users offer personalized gifts that trigger authentic emotional engagement?
Based on these insights, we reframed the problem :
Phase 2 : Benchmark & Ideation
Exploring competitive and related service.
Etsy
Relationship Driven Navigation
🔍 Categorizing by type of relationship (partner, parent, friend, colleague, etc.) immediately contextualizes the search and allows for relevant suggestions based on the emotional connection.
Zalando
Layout
Hierarchy
🔍 Zalando showed us how to organize extensive product and brand catalogs while keeping the experience simple.
igp
Reminder
🔍 Users can add reminders using an email or phone number, and it allows them to personalize gifts based on tailor-made offers.
Etsy
Relationship Driven Navigation
🔍 Categorizing by type of relationship (partner, parent, friend, colleague, etc.)
Zalando
Layout
Hierarchy
🔍 Zalando showed us how to organize extensive product and brand catalogs while keeping the experience simple.
igp
Reminder
🔍 Users can add reminders using an email or phone number, and it allows them to personalize gifts based on tailor-made offers.
Turn those ideas into concepts.
What we kept
What we kept
01 - Reminder
Users can record the birthdays of the user’s close contacts and send reminders when their birthdays are approaching.
02 - Profil
Users can create a profile for the gift recipient, save their preferences, and get tailored gift suggestions.
01- Reminder
01- Reminder
01- Reminder
02- Profil
02- Profil
02- Profil
03- Digital cart
03- Digital cart
04- Personalised cart
04- Personalised cart
What we didn’t keep
What we didn’t keep
03 - Digital cart
Before the recipient receives the physical gift, the digital card allows them to track the delivery. However, we discarded this option because it could spoil the surprise.
04 - Personalized cart
We considered sending personalized cards by email, but we decided to drop the idea due to its limited value.
Phase 3: Design
Following our ideation phase, we created several interfaces to implement our first solution.
New Feature: Gifting Area
We created two homepages to accommodate two scenarios:
First visit, where profile creation is highlighted.
After creating a profile, where there’s a reminder for upcoming dates and the option to manually create a profile is moved to the top-right corner.
First visit
After creating a profil
After creating a profil
Profile Creation: manual entry
Manually enter recipient info and choose gift preferences.
Sync Contacts from the phone
Considering convenience, we provide contact synchronization with your phone, thereby simplifying the process of creating recipient gift information.
Calendar Reminders
Calendar reminders with important event countdowns, and personalized gift recommendations for each recipient.
Personalize the Gift
Like items that match your style to improve recommendations, and provide feedback after ordering for even better personalization.
Phase 4: User testing
To deliver a succesful solution and create a great use experience,
we perfomed a series of user tests.
To deliver a succesful solution and create a great use experience, we perfomed a series of user tests.
To deliver a succesful solution and create a great use experience, we perfomed a series of user tests.
Objectives
Check the interest in and functionality of profile personalization.
To check the interest in and functionality of profile personalization.
Verify the understanding of how birthday synchronization works.
To verify the understanding of how birthday synchronization works.
Ensure they understand that the results are personalized based on the customized profile.
To ensure users understand that the results are personalized based on the customized profile.
Test Parameters
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
Age range: 25-40 years oldShopping behavior: Online shopping habits
45 min • Google Meet
45 min • Google Meet
2men and 3 women
2men and 3 women
Aimée
Aimée
Eduard
Eduard
Mary-Anne
Mary-Anne
Pièrre
Pièrre
Isabelle
Isabelle
What worked
They appreciated being able to sync their contacts in the Choose app for birthday reminders.
“ les contacts, je trouve que c’est une très bonne idée”
4/5 panenlist
Users appreciated being able to filter options when choosing a gift.
“J’aimerai accéder aux filtres pour filtrer directement les cadeaux.”
4/5 panenlist
Users found the idea of syncing contacts convenient.
“Super interessant que je pouvais syncroniser mes contact depuis mon téléphone”
3/5 panenlist
What didn’t work
Profile filters are insufficient to fully personalize the profile.
“J’ai pas cliqué car j’ai cru que j’allais créer mon profil ” Aiméedes articles...”
4/5 panenlist
Users appreciated being able to filter options when choosing a gift.
“Je cherche ma liste de favoris, mais je ne l’ai pas trouvée.”
4/5 panenlist
Users found the idea of syncing contacts convenient.
User searched for a product they had liked but couldn’t find it.
3/5 panenlist
What worked
4/5 panenlist
They appreciated being able to sync their contacts in the Choose app for birthday reminders.
“ les contacts, je trouve que c’est une très bonne idée”
4/5 panenlist
Users appreciated being able to filter options when choosing a gift.
Users appreciated being able to filter options when choosing a gift.
“J’aimerai accéder aux filtres pour filtrer directement les cadeaux.”
3/5 panenlist
Users found the idea of syncing contacts convenient.
“Super interessant que je pouvais syncroniser mes contact depuis mon téléphone”
What didn’t work
4/5 panenlist
Did not click on “Create a profile”
“J’ai pas cliqué car j’ai cru que j’allais créer mon profil ” Aiméedes articles...”
“J’ai pas cliqué car j’ai cru que j’allais créer mon profil ” Aiméedes articles...”
4/5 panenlist
Profile filters are insufficient to fully personalize the profile.
“I feel there aren’t enough filters for me to properly personalize the tastes in my profile.”
“I feel there aren’t enough filters for me to properly personalize the tastes in my profile.”
4/5 panenlist
User searched for a product they had liked but couldn’t find it.
“Je cherche ma liste de favoris, mais je ne l’ai pas trouvée.”
“Je cherche ma liste de favoris, mais je ne l’ai pas trouvée.”
03- Digital cart
04- personalized cart
Phase 5: Iteration
Following our ideation phase, we created several interfaces to implement our first solution.
#1
Redesiging the Gifting Screen
We concentrated on one key action—creating the profile. While also revising the wording to make the gift feature clearer.
#2
Improving Recipent's Profile Page
We added some key filters that were repeatedly mentioned by users, such as budget and delivery date.
#3
Adding Favorites list
We added a favorites list so that users can easily find the products they have liked.
Final Prototype
Through several improvements, we built our solution:
Phase 5: Iteration
Following our ideation phase, we created several interfaces to implement our first solution.
#1
Redesiging the Gifting Screen
We concentrated on one key action: creating the profile. While also revising the wording to make the gift feature clearer.
#2
Improving Recipent's Profile Page
We added some key filters that were repeatedly mentioned by users, such as budget and delivery date.
#3
Adding Favorites list
We added a favorites list so that users can easily find the products they have liked.
How did we work
1
2
3
4
5
Research
Benchmark
& Ideation
Design
User Testing
Iteration
Overview
Who is Choose?
Choose is a lifestyle brand discovery platform that aims to become the global leader by offering premium curation and an exceptional customer experience.
+100 M €
Gross Merchandise Value
~1 M
Monthly Active Users
Real-world project pitched by Choose
At The Design Crew’s bootcamp, Choose’s Head of Product shared a key challenge: 30% of purchases are gifts, yet many customers feel stressed when selecting them. Gifting has become the platform’s second most requested feature.
Choose aims to develop a new offering centered on “the art of gifting”.
Evie
Product Designer
Loïck
Product Manager
Phase 3: Design
Following our ideation phase, we created several interfaces to implement our first solution.
Profile Creation: manual entry
Manually enter your info and choose your gift preferences.
Calendar Reminders
Calendar reminders with important event countdowns, and personalized gift recommendations for each recipient.
Sync Contacts from the phone
Considering convenience, we provide contact synchronization with your phone, thereby simplifying the process of creating recipient gift information.
Personalize the Gift
After placing an order, users can provide feedback on this feature, helping it improve and offer more personalized product recommendations.
New Feature: Gifting Area
We created two homepages to accommodate two scenarios:
First visit, where profile creation is highlighted.
After creating a profile, where there’s a reminder for upcoming dates and the option to manually create a profile is moved to the top-right corner.
First visit
After creating a profil
Get in touch
Let's collaborate and create something great!
Let's collaborate and create something great!
Let's collaborate and create something great!
Zhonglin CHEN - ©2026
Role:
Product Design
Team size:
3 People
Duration:
2 weeks
Platform:
Mobile