Extending An Existing Design for You Betcha! Box

The client goals, user goals, research and technical constraints narrowed my scope to the seven new features I prototyped for the You Betcha! Box gift box shopping experience.

The Problem:

You Betcha! Box aims to establish a more streamlined ecommerce platform for efficient and easy gifting to relieve support salespeople by assisting clients more effectively and generating year-round income rather than just during holidays.

In designing my prototypes I prioritized the B2B experience. By driving B2B sales and offering a user-friendly platform for customizable gift boxes, my strategy aims to generate consistent year-round income for You Betcha Box.

The intuitive interface allows customers to create personalized gift boxes without the need for direct engagement with salespersons, reducing the burden on support staff and enhancing overall sales efficiency.

How I Solved It:

My Roles:

• UX Designer

• UX Researcher

Methods:

• Kano Survey

• Google

Tools:

• Figma

• Google

Deliverables:

• User Journey Maps

• High Fidelity Interactive Prototypes

• Design Recommendations of Proposed Features

1. Discover The Problem

The Competitor Audit

B2B customers drive year-round sales via customer and client appreciation where as B2C customers typically only purchase items for friends and family during the holidays.

To drive year round sales, I focused on B2B customers. To better understand the features a B2B user might want to use on a gift box site, I looked at competing gift box websites and discovered the following features:

• CUSTOM BRANDING
Another feature was a custom branding feature where a B2B customer could brand a gift box with the company logo. This existed on two out of four competitor’s websites.

• BUILD-A-BOX
A feature called “build-a-box”, a custom builder where a customer could curate their own gift box from various separate products, was a top feature desired by our client and it existed on two out of four competitor’s websites.

• ORDER IN BULK
Another feature offered the ability to order in bulk. Two out of four competitor’s websites have this feature.

Kano Survey

I decided to conduct a kano survey with local small business owners about the features I had found available on competitor websites to better understand the kind of B2B users our client You Betcha Box desired.

On the survey, I prototyped lo-fi wireframes for some the features:

The results of Kano Analysis showing the “multi-address shipping” feature as M for Must Have.

User Journey Maps

I used the most desired features to create a user journey map representing the kind of B2B user who could potentially drive year-round sales.

B2B User Persona

  • Hospital Admin

  • Elite, Famous Hospital

  • 50s

  • Health oriented

User Goals

  • Recognize and show care for their new residents

  • Showing Mayo’s appreciation through culinary collections of locally-made Minnesota items

  • Support Minnesota business

  • Make own custom collection for their residents

User Scenario

Mary is a hospital administrator at the Mayo Clinic in Minnesota and wants to order specially curated welcome gift boxes for all the new residents in their 2023 residency programs. She wants the gift boxes to contain items made in Minnesota by local Minnesota businesses because she wants the boxes to be Minnesota-centric, given the location of Mayo and that many residents are from out of state because she wants them to feel welcome not only at the clinic but in the state as well. The gifts need to be special and interesting to reflect the fact that the new residences are highly valued at the Mayo Clinic.

User Journey Map, current B2B Experience

The pain points centered around the lack of features discovered on competitor websites:

• Then the inability to custom make her own gift box, reducing the feeling of the boxes being special and customized for her employees.

• The inability to order in bulk, upload an address spreadsheet forcing her to call the sales rep which she hadn’t anticipated given her busy schedule.

• The inability to add a company logo/branding.

2. Ideate / Prototype The Solution

The client goals, research results (kano survey & competitor audits) and the developer time budget lead to me to prioritize and propose the following 7 features to be considered for the You Betcha! Box B2B website experience:

1. More Product Filters

2. Build-A-Box: Customized Box Size and Personalized Gift Note

3. Build-A-Box: Products “À La Carte”

4. Build-A-Box: Logo & Branding

5. Order In Bulk

6. Upload & Import Multiple Shipping Addresses

7. Order Tracking

Deliverables:

For my final deliverable “Design Recommendations”, I included my annotated wireframes explaining my design rationale for the proposed features as well as my journey maps and estimates of development time.

Next Steps

  • Some of the features in the Build-A-Box experience can also be available for B2C (Non-B2B) customers such as logo customization and customized gift notes.

  • The three most complex features, the Build-A-Box experience, importing multiple addresses and order tracking should be tested further for usability once built out.