Unwapit

2024

UI Design | UX Research | Prototyping

Unwrapit specializes in digital gift experiences, and I was part of a team of four tasked with developing three new themes for the unwrapping experience, aligning with their existing workflow. Throughout the project, we utilized Figma for all design aspects and created interactive prototypes for our presentations. My role as a UX researcher and designer, alongside my two other teammates, focused on innovating both the backend and frontend components to enhance the overall user interaction with the platform.

Tools:

Adobe Photoshop   |   Adobe Illustrator   |   Figma   |   Miro Board

CHALLENGES

The challenge in this project stemmed from the need to develop entirely new and innovative ideas without a clear starting point. We began by fully understanding and delineating Unwrapit's existing workflow, then compared it against competitors to identify differentiating factors. Additionally, we were tasked with ensuring that our themes adhered to three specific principles: Impact, Minimal & Efficient Design, and Brand Activation. This required a careful balance of creativity and strategic thinking to meet the project's objectives effectively.

PHASE ONE

Research

In the first phase, we began by exploring the Unwrapit website and its unwrapping experience to understand their flow. We also researched competitors and studied the philosophy behind gift giving and receiving. This helped us better comprehend the backend and frontend experiences and gauge our flexibility for development. This step was essential for setting a clear and simple foundation for our project.

Emotional Flow

To gain a better understanding of the importance of gift giving and receiving, we developed an emotional flow map. This tool helped us visualize and enhance the emotional journey of users throughout the experience.

Receiver and Sender’s Flow

After exploring and understanding the competitors' flows, we developed and mapped out Unwrapit's flows for both senders and receivers. This allowed us to compare them side by side, providing a clear view of the entire process from beginning to end. For senders, the flow starts with creating their package, adding participants, and launching the campaign, continuing until the email reaches the receivers. The receivers' flow begins with logging in and culminates in claiming the gift. These comparisons were invaluable in highlighting potential areas for enhancement, particularly those marked in red, where incorporating elements from competitors could benefit Unwrapit.

Existing and Desired Service Profiles

Instead of creating personas, we developed business profiles for Unwrapit's clients based on their feedback and conversations. We crafted three profiles for existing clients and also designed three profiles representing their desired clients, such as Coca-Cola, whom they aspire to attract. This approach provided targeted insights into both current and potential client needs and preferences.

Existing Clients: Raptive, AMLB CPAs & Consulting, ConnectCPA LLP

Desired Clients: Coca Cola, George Brown College, TD Bank

A Workshop For Unwrapit

After designing and implementing the initial steps, we held a workshop specifically for the Unwrapit team to validate our research and ensure our project was progressing correctly. The workshop included four activities designed to gather valuable feedback directly from the team. The first activity involved reviewing Unwrapit's flow, identifying potential discrepancies or areas for improvement. The second activity compared this flow with those of competitors, highlighting what Unwrapit might be missing or aspects they could improve upon. The third activity focused on evaluating the business profiles we had created. The session concluded with an opportunity mapping activity, where the Unwrapit team was encouraged to provide comments and suggest additions, ensuring that we were fully prepared for the next steps in our project.

PHASE TWO

Ideation Board

After receiving feedback from the Unwrapit team during the workshop, we started creating an ideation board based on the three principles they emphasized: Brand Activation, Minimal & Efficient Design, and Impact. We organized over 50 frames on this board, each reflecting our ideas and aligning with these guiding principles. This setup helped us clearly visualize and sort our concepts, setting a solid foundation for the next stage of our project, Phase 2.

Service Map

We created service maps tailored to the needs of their desired and existing clients, including Coca-Cola, George Brown College, and Raptive. For each client, we developed specific scenarios that detailed the customer journey and the interactions at various touchpoints. These service maps helped us visualize and enhance the service experience, ensuring that each scenario was optimally designed to meet the unique requirements and expectations of each client.

Directions Presentation

After the workshop, we began working on the initial designs, focusing specifically on developing five themes tailored around Coca-Cola's branding. The culmination of this effort was an interactive prototype that showcased how these themes could be integrated seamlessly into the Unwrapit platform, enhancing user engagement and aligning closely with Coca-Cola’s brand identity.

(Feel free to interact with the prototype)

The prototype involves hover effects and interactive gift elements.

PHASE THREE

3 Flows

After receiving the final feedback, the client requested that we focus on designing for one of their clients, Patagonia. We began by thoroughly exploring Patagonia's branding and website to align our designs closely with their identity. Based on the three specific flows provided by the client, we started developing three themes for Unwrapit, each tailored to resonate with Patagonia’s branding. This process ensured that our designs were not only visually cohesive but also functional and representative of the client's needs and expectations.

Final Design Base on 3 Flows

Flow #1 - Awareness

Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems - hence the importance of branding.


Using the existing wireframes and flow, this theme prioritizes brand identity while presenting creative ways to push & extend Unwrapits capabilities & how brand identities can live within this existing system.


This theme also introduces a new way of revealing the to / from card and a new digital gift reveal + interaction with branded wrapping paper. Flow 1 also uses photographs within the existing elements, integrates more branding options (look at all the possibilities!) & some pops of graphic elements.

Flow #2 - Allure

Allure definition: 1. the quality of being attractive, interesting, or exciting.


How about we envision how Unwrapit can transform into an editorial experience? This theme aims to lure and hint participants to engage in this experience & increase user retention / claim rates by obscuring logos on the login page while cultivating an adventurous image.


The flow introduces a new landing page that includes login fields with added incentive, an editorial to / from card, and a new gift selection page using videos to push the experience of potential gift options with a minimalistic ‘enjoy your gift’ screen.

Flow #3 - Persaude

Attention is precious - creating interactivity naturally persuades and brings back the users in action.


This theme introduces a new landing page with login fields with a clickable animation that includes a Patagonia branded vehicle while its pulling the gifts hinting and drawing attention to a long term campaign which users can add themselves to, this flows also includes a carousel option and new digital reveal interactions for gift options.

INTERACTIVE PROTOTYPE

(Feel free to interact with the prototype)

OUTCOME

The outcome of this project was highly successful and rewarding. The collaborative effort within our team enhanced the creative process, leading to the development of three distinct flows that adhered to the client's core principles. The client was very pleased with the final designs, which not only met but exceeded their expectations. This project not only demonstrated our ability to effectively translate brand principles into practical design solutions but also underscored the value of teamwork in achieving excellent results.

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