My Role: Full stack UX
Date: Spring 2024
Medium: Website
Tools: UserTesting, Figma
The Project:
Dickies needed to create two Gift with Purchase experiences:
- Gifts attached to a spending threshold
- Gifts attached to a particular item
Project Goals:
- Determine how to best let users know they had the option of a free gift before checking out
- Determine how to best inform users of Gift terms
- Determine how to allow users to select and change gift options
The Problem:
Dickies had an existing gift with purchase flow where certain items would come with a free gift. The problem was that it wasn't clear and customers were regularly contacting customer service because they did not realize they had missed out on a free gift until after completing their order. We needed to figure out how to make it clear that users were getting a gift with an item, and also create a net new experience in which users could get free gifts if they met a certain price threshold.
The Process
Competitive Research:
I first took a look at other sites that had long standing or well known GWP experiences. I focused on ease of finding that you could earn a free gift, and ease of selecting the gifts.
After getting a feel for what was out there I worked with my development partners to determine technical feasibility, and then I moved on to mapping out how this could work in our environment.
Chubbies Example
Sephora Example
Information Architecture:
Because the experience carried throughout the purchase flow, I made sure to map out how each experience would function, seen below. This both helped me to create the experience, and was invaluable to the development team when they did their part.
Gift with Purchase Item Flow
Gift with Threshold Item Flow
Prototyping:
I took inspiration from the competitive experiences and created a high fidelity prototype, on both mobile and desktop viewports, for each flow:
- Gift With Purchase: Item
- Gift With Purchase: Price Threshold
Testing:
In usability testing the goal was to:
- Determine whether users could successfully add a free gift to their cart
- Determine whether users could locate the offer details
- Make sure users understood how to change the size or color of their gift
In the price threshold test specifically we also wanted to make sure users understood how to change their free gift selection.
Results:
Overall the experiences turned out to be largely successful. In each experience and on each viewport users gave over 90% on both satisfaction and ease of use.
Final Design
When designs were completed I handed off annotated comps, along with the user flows, to the development team.
Gift With Purchase: Item
Gift With Purchase: Threshold
