Project Overview

My peers and I worked in tangent during research, then I was responsible for producing feature concepts that would enable customizable box curation for the local MN based company You Betcha! Box. These features must fit within their technology scope of 40 hrs.

My areas of focus were:

  • Conducting a competitive audit to identify what worked well and gaps in the box curating market.

  • Took leadership on analyzing Kano survey results for our team.

  • Turning sketched wireframes to strong, high-fidelity prototypes for the client.

The recommendations that were provided to You Betcha! Box will allow users to curate their own boxes and also improve existing features on the website that will add to the shopping experience, making it more pleasurable.

The Client

You Betcha! Box's aim is to makes gift-giving effortless through sharing outstanding products made by small Minnesota businesses. At present, they offer pre-made gift boxes filled with hand-picked culinary items sourced from small businesses in Minnesota, which can then be delivered directly to the customers’ homes.

Client Goals

Youbetcha! Box is pivoting towards selling to business clients (B2B). Business customers need to have…

  • Seamless and efficient shopping experience

  • Self-serve build custom boxes on the website

  • Allow business customers to add custom branding and logo options to their boxes

  • Allow business customers to order in bulk

Project Goal

Design a shopping experience on the You Betcha! Box website that allows B2B customers the option to modify box items and ship bulk orders without unnecessary friction.

There were 3 areas where the website needed a major lift to improve the shopping experience.

Based on the stakeholder meeting, they provided different pain points that could impact the customers due to the current technology limitations of their site.

  1. No customizable capabilities integrated in YBB’s website. Customers that wanted items to be swapped from their pre-made box, branding on boxes or their gift notes had to go through phone, email, and even possibly via postal couriers.

  2. Shipping to multiple addresses was painful. The built in address spreadsheet would crash on occasion. Additionally, users still had to select each address 1 by 1 when going through the Shipping detail page.

  3. Tracking number aren’t saved in user’s account when bulk ordering. Their tracking information is manually collected, saved, and sent to the customer via email by the technology specialist.

I visualized what I learned from the stakeholder meeting to a User Journey Map in order to provide clarity to the different areas that needed a lift in the user experience.

I opted to create 5 feature concepts that focused on serving the needs of the client as well as tackling the pain points that was expressed by the stakeholder.

Designing outside the box…

…But within tech scopE

The technology specialist set a technology scope of 40 hours as a reasonable amount of development hours based on the amount of time we had in our design sprint.

users rated functionality higher than customization capabilities.

At first our team wasn’t sure how to make sense of the Kano survey results. This was frustrating, however, I did what I knew best which was to take my thoughts out and put it on a whiteboard. This helped the team overall in deciphering the results in to 3 key insights.

Main Insights:

  1. Users valued a smooth shopping experience over having customization options.

  2. Users are more interested in modifying an existing curated box rather than starting from scratch.

  3. Users liked having the option to write their own gift notes more than box branding.

The final design and their improvements.

Now that I was equipped with an understanding of the user journey, tech scoping limitations, and Kano results I chose to prioritize mid-to large sized features that would bring delight and performance to the shopping experience. Specifically browsing and check-out components. Luckily, there were also small sized features that I could integrate to my designs in order to maximize the experience.

View full PDF of annotated screens here.

I continued to further refine box modifications as the primary customization feature and shedded my box branding feature due to both the tech scoping limitations and Kano analysis results.

The multi-address shipping stayed mostly the same, but I was able to flesh out more details than what was sketched in my original concept.

With the Kano results in mind, I chose to shed my customer service chatbox and opted for more foundational functional feature, tracking number grid.

Reflection

From creating and voting on feature concepts to pivoting some designs due to the Kano results, this project sprint was rewarding to see the importance of iterative designing in action.

For more work inquiries or to chat over boba tea feel free reach out to me via email!

Thank you for reading.