While working at Soru Jewellery as the Design & Marketing Manager, I became aware of a consistent problem with the gift wrap functionality on site. The gift wrap was only ever meant to be an add-on to orders as a service, not something a customer could buy outright. However, the gift wrap had been set up as a product, meaning customers could hypothetically place an order for gift wrap alone. The quantity of gift wrap would need to match the quantity of products requiring the gift wrap service, with the customer specifying which products in the "notes" section of checkout. Many users did not understand this and would add one gift wrap to an order of several products. In these cases, customer services would have to pause the processing of the order in attempt to contact the customer to understand which product in the order specifically they wanted gift wrapped. This lead to some angry customers who thought all of their order could be gift wrapped for the price of 1 gift wrap, or in some cases the customer never responded to customer service's emails or calls, leading to the order being cancelled and refunded. There were many missed opportunities, such as the option to upsell the gift wrap at cart level.
After speaking with customer services and the issues they faced regarding gift wrap, I took it upon myself to redesign the gift wrap functionality on site. I researched several competitors and industry leaders, including Astrid & Miyu, Missoma and Astley Clarke. After deciding a design, I worked with Shopify developers to execute the design on site. This would also affect the invoice customer services received, specifying which items included gift wrap and which design they wanted. It was an opportunity to rework other gifting features also, such as gift notes, which previously had no character limit and sometimes would be far too lengthy for the team to write out. The end result eliminated the previous issues with gift wrap and did a better of job of upselling the gift wrap at cart level, increasing orders with gift wrap and reducing delays in the processing and shipment of orders with gift wrap.
“Add Gift Wrap” CTA at the cart drawer
Gift wrap options at cart page