You Betcha! Box offers thoughtfully selected corporate and consumer gift boxes, featuring locally-made products from Minnesota, suitable for gifting family, friends, clients, and employees.
Overview:
You Betcha! Box promotes and supports small businesses by featuring locally made products from Minnesota. While they offer pre-made and subscription boxes, customers who wants a custom box must speak with a salesperson. The company wants to enable customers to customize their own boxes online without needing to speak with a salesperson to simplify the gift-giving experience.
I took on this project with a group of designers to create a more efficient and user-friendly way for customers to order in bulk with a large quantities of products.
Solution:
To begin, I completed a competitive audit to discover what is working well for others in the same industry and identifying potential opportunities to explore in which I then started to collect real-world insight with interactions through user journey mapping. In the middle of this, a key stakeholder was interviewed to gain insight on their future goals, as well as a technical consultation to understand any limitation and constraints. I created feature concept cards and as a design team, we then selected 13 to be evaluated through a Kano Analysis method.
My main focus:
Customization from Scratch or Modify a Box
Added Logo/Brand to Boxes
Filtering Categories
Multi-Address Option
Tracking Order System
Tools:
Zoom
Figma
Google Sheets
Notebook/Sketches
Pen and Pencil
Methods:
Competitive Audit
User Journey Maps
Feature Concept Cards
Stakeholder Interview
Tech Consultation
Potential User Surveys
Kano Method Analysis
Prototyping
Role
UX Design & Researcher
Design Team
Erin King
Amy Smith
Shadow Lee
John Massie
I proposed changes to the product customization feature to allow users to adjust their selection that provides a greater flexibility customization process to reduce any risk of errors.
This feature enables users to customize a box from scratch or modify an existing one.
This feature allows users to filter catergories to easily find their choice of products in an a la cart experience.
This feature enables users to track the status of their orders
Preparation
Stakeholder Meeting
During a meeting between the design team, key stakeholder, and myself, I gained a deeper understanding of You Betcha! Box goals and objectives. Using the information gathered from this interview, I was able to navigate the project’s design process and identify any limitation. This allowed me to share a cohesive vision with You Betcha! Box to guide me through my next steps.
Strategizing
To best understand the current market, I conducted a competitive analysis. Through this, I was able to identify areas where the market lacks sufficient offerings, assess the strengths and weaknesses of existing competitors, and pinpoint opportunities that inspire new concepts to be introduce to You Betcha! Box.
Performing a competitive analysis helps gain deeper understanding of potential risks.
Visual Storyline
Next, I created User Journey Maps to obtain practical insights of users’ interactions, empathize their experiences, and identify their pain points. My main focus here was to document their action, thoughts, and challenges to determine the areas where users struggle the most in, prioritize which aspect require improvements, and create a more seamless experience.
Current State
Users find it inconvenient to customize a You Betcha! Box as they do not wish to engage with a salesperson, leading to frustation.
Future State
With the proposed changes, allowing users to customize their You Betcha! Box online, without the need to communicate with a salesperson will significantly improve their purchasing experience.
Scope of Work
Inspiration
The design team sketched 5-7 feature concepts cards each, with the objective of enhancing the website’s functionality. I sketched 6 feature that implemented new ideas that aimed for improving the user’s flow and customizing experience with You betcha! Box.
After, we consulted with a tech developer to assess any limitation or constraints. The tech developer provided us the estimation of each feature, along with a total budget of 40 hours allocated for this project.
These are the feature concept cards I sketched that introduce new ideas for implementation.
Exploring Users’ Needs and Wants
After the consultation, a total of 13 feature were selected to move forward to be evaluated through a survey with participants. With those results, I synthesized the finding in a Kano Analysis method to determine which feature was the most important to prioritize.
As a design team, we discussed and considered all the feature concept cards before proceeding with the survey.
Recommendations
Once I explored and measured the user’s needs, I was able to identify which features would create a positive impact in their experience with customizing their own You Betcha! Box. To best enhance You Betcha! Box website, I moved forward with 7 feature concept based on user’s emotions that was guided through the Kano Analysis model. I presented these findings through annotation wireframes.
Challenges
My biggest challenges with this project was taking my peers sketches of the chosen feature concept cards and turning it into high-fidelity wireframes. To best visualize my understanding, I had re-sketch the concept cards in a way to smooth the flow of a user’s journey. Once I had a clear layout of the overall site, I was then able to move forward with my design.
This feature involves providing a visual representation of the customized box with logo/brand images.
This feature involves enabling the users to add multiple addresses for different destinations.
Key Takeaway
This project was focused on enhancing the product and service that will provide value to user’s needs and the best way to deliver this was through the Kano Model analysis as five emotional response was recorded:
Must Have
Performance
Attractive/Desirability
Indifferent
Reverse
Because of so, I was able to measure user’s satisfaction, their needs and wants, and identify the most important feature to prioritized.
Next Steps:
Going forward, I recommend for You Betcha! Box to implement these changes to their website to reach a wider audience, increase engagement and revenue, and stand out from their competitors. I would also suggest in investing into other features such as ChatBot help, Reward programs, and Customization to their cards that users can add a personal note to.