Guitar Center had an immediate need to consolidate two separate purchase paths for digital and physical gift cards into one in time for switching gift card third-party provider.
Separate purchase flows for digital and physical gift cards were creating a disjointed experience.
UX Designer
2 weeks
To create an experience that gives customers a clear understanding of what they're purchasing.
Team
The marketing and business team approached UX with an urgent request to redesign the gift card page. They had decided to switch gift card vendors, which allowed them to consolidate their purchase flow, but the current page would not reflect the change. They expected it to be a quick wireframe that housed the new process, and we delivered what they expected and a little more.
Due to timeline and business constraints, I used a combination of market research, web audit, and unmoderated usability testing to draw research insights within a week. This allowed for a week of design, collaboration with our visual designer, and reviews before hand-off to development.
I devised a research plan and conducted unmoderated usability tests with 10 participants split between mobile and desktop, and screened for participants who reflected our prospective customers. The tests were done through UserTesting, who also provided the participants.
The usability test aimed to answer the following questions:
"It's frustrating to have to call for information that should be available to everybody."
"It was a lot of information to parse through. The delivery time of everything could be a bit more up front."
Along with synthesizing usability tests, I conducted a UX audit on the existing page, as well as market research of other brick-and-mortar retailers.
Based on the findings from the user research, and the concerns and constraints that came up during our stakeholder workshop and reviews, I created several hi-fidelity wireframes. With stakeholder input, we decided on a final.
The hi-fidelity wireframes I created with our visual designer allowed our developers to replicate it one-to-one for the web without issues.
The final web design resolved the following issues:
Due to the time constraints, I was not able to conduct usability testing on the new layouts before production. Instead, we chose to watch metrics after launch and re-evaluate after.
Designed by Eileen Chi.
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