When?
Q3 - 2025
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
Context
Choose, a lifestyle platform aiming for global leadership through premium curation, is developing ‘The Art of Gifting’ to tackle the selection stress experienced by the 30% of its users who purchase gifts.
30%
of purchases are gifts.
61%
feel anxiety when choosing a gift.
3rd
as a primary motivation: Finding gifts.
THE CHALLENGE
THE CHALLENGE
How to create an engaging experience that focuses on the act of gifting on Choose?
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.
To gain a better understanding of our users' motivations and needs, we conducted qualitative research.
Objectives
Objectives
How choosing a personalized gift influences users’ emotions and behaviors.
How choosing a personalized gift influences users’ emotions and behaviors.
How users define a gift “successful.”
How users define a gift “successful.”
Identify the rituals and habits users follow when gifting.
Identify the rituals and habits users follow when gifting.
Test Parameters
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
Age range: 25-40 years oldShopping behavior: Online shopping habits
45 min • Google Meet
2 men and 3 women
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
45 min • Google Meet
2 men and 3 women
Test Parameters
Age range: 25-40 years oldShopping behavior: Online shopping habits
45 min • Google Meet
2 men and 3 women
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
Test Parameters
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
Age range: 25-40 years oldShopping behavior: Online shopping habits
45 min • Google Meet
2 men and 3 women
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
45 min • Google Meet
2 men and 3 women
Test Parameters
Age range: 25-40 years oldShopping behavior: Online shopping habits
45 min • Google Meet
2 men and 3 women
Aimée
Eduard
Mary-Anne
Pièrre
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”
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 :
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 Filters
Zalando
Hierarchy of Layout
igp
Reminder Gift App
Ideation workshop
Reminder
Reminder
Record contacts' birthdays and set reminders.
Record contacts' birthdays and set reminders.
Profil
Profil
Save recipient preferences and get personalized gift ideas.
Save recipient preferences and get personalized gift ideas.
Digital Cart
Digital Cart
We discarded this option because it could spoil the surprise.
We discarded this option because it could spoil the surprise.
Personalised cart
Personalised cart
We decided to drop the idea due to its limited value.
We decided to drop the idea due to its limited value.
Ideation workshop
Reminder
Record contacts' birthdays and set reminders.
Profil
Save recipient preferences and get personalized gift ideas.
Digital Cart
It could spoil the surprise.
Personalised cart
We decided to drop the idea due to its limited value.
Phase 2 : Benchmark & Ideation
Exploring competitive and related service.
Etsy
Relationship Driven Filters
Zalando
Hierarchy of Layout
igp
Reminder Gift App
Ideation workshop
Reminder
Record contacts' birthdays and set reminders.
Profil
Save recipient preferences and get personalized gift ideas.
Digital Cart
We discarded this option because it could spoil the surprise.
Personalised cart
We decided to drop the idea due to its limited value.
Ideation workshop
Reminder
Record contacts' birthdays and set reminders.
Profil
Save recipient preferences and get personalized gift ideas.
Digital Cart
It could spoil the surprise.
Personalised cart
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.
Feature 1
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
Feature 2
Profile Creation
Manually enter recipient info and choose gift preferences.
Feature 3
Sync Contacts from the phone
Considering convenience, we design contact synchronization with your phone, thereby simplifying the process of creating recipient gift information.
Feature 4
Personalize the Gift
Like items or dislike item to improve recommendations, and provide feedback after ordering for a 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.
Objectives
Objectives
Validate user interest and the functional utility of personalized profiles.
Validate user interest and the functional utility of personalized profiles.
Verify the understanding of how birthday synchronization works.
Verify the understanding of how birthday synchronization works.
Ensure users intuitively link their profile customization to the personalized experience provided.
Ensure users intuitively link their profile customization to the personalized experience provided.
Test Parameters
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
Age range: 25-40 years oldShopping behavior: Online shopping habits
45 min • Google Meet
2 men and 3 women
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
45 min • Google Meet
2 men and 3 women
Test Parameters
Age range: 25-40 years oldShopping behavior: Online shopping habits
Aimée
Eduard
Mary-Anne
Pièrre
Isabelle
45 min • Google Meet
2 men and 3 women
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.”
Phase 5: Iteration
Following our ideation phase, we created several interfaces to implement our first solution.
Following our ideation phase, we created several interfaces to implement our first solution.
Redesigned Point #1
Redesiging the Gifting Screen
Gifting Screen
Concentrated on one key action: creating the profile, while also revising the wording to make the gift feature clearer.
Redesigned Point #2
Improving Recipent's Profile Page
Recipent's Profile Page
Added some key filters that were repeatedly mentioned by users, such as budget and delivery date.
Redesigned Point #3
Adding Favorites list
Added a favorites list so that users can easily find the products they have liked.
Final Prototype
Through several improvements, we built our solution:
Through several improvements, we built our solution:
Phase 5: Iteration
Following our ideation phase, we created several interfaces to implement our first solution.
Concentrated on one key action: creating the profile, while also revising the wording to make the gift feature clearer.
Redesigned Point #1
Gifting Screen
Added some key filters that were repeatedly mentioned by users, such as budget and delivery date.
Redesigned Point #2
Recipent's Profile Page
Added a favorites list so that users can easily find the products they have liked.
Redesigned Point #3
Adding Favorites list
How did we work
1
2
3
4
5
Research
Benchmark
& Ideation
Design
User Testing
Iteration
Context
Choose is a lifestyle brand discovery platform that aims to become the global leader by offering premium curation and an exceptional customer experience.
30%
of purchases are gifts
61%
feel anxiety when choosing a gift
3rd
as a primary motivation: Finding gifts.
Phase 3: Design
Following our ideation phase, we created several interfaces to implement our first solution.
Manually enter recipient info and choose gift preferences.
Feature 2
Profile Creation:
Considering convenience, we design contact synchronization with your phone, thereby simplifying the process of creating recipient gift information.
Feature 3
Sync Contacts from the phone
Like items or dislike item to improve recommendations, and provide feedback after ordering for a better personalization.
Feature 4
Personalize the Gift
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.
Feature 1
Gifting Area
First visit
After creating a profil
Get in touch
Let's collaborate and create something great!
Let's collaborate and create something great!
Zhonglin CHEN - ©2026
When?
Q3 - 2025
Team size:
3 People
Duration:
2 weeks
Platform:
Mobile
Context
Choose, a lifestyle platform aiming for global leadership through premium curation, is developing ‘The Art of Gifting’ to tackle the selection stress experienced by the 30% of its users who purchase gifts.
30%
of purchases are gifts.
61%
feel anxiety when choosing a gift.
3rd
as a primary motivation: Finding gifts.