KOHL'S Holiday
Build-a-List
Holiday gift list to encourage more giving and saving
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Holiday gift list to encourage more giving and saving
November 2022
Figma
Illustrator
Photoshop
After Effects
UI/UX Design
Market Research
Concept Ideation
Prototyping
Creative Director
Engineer Team
Production Team
UX Designer
Motion Designer
Led the development process from initial concept through to the launch of the user interface.
Conducted a comprehensive comparative analysis of eCommerce gift list experiences.
Created 2D animation assets for a dynamic and engaging landing page.
The goal is to help users create a personalized gift list, make informed shopping decisions, and generate shareable content, enhancing their shopping experience.
To join the sweepstakes, users log in, select a recipient, choose 3-8 gifts, and generate a social sharing video. Then, they are redirected to Kohl's website to shop their list.
As the holiday season nears, people search for gifts. Building a gift list, like adding items to a cart, shows purchase intent. A user-friendly, attractive gift list can boost engagement and sales.
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It can encourages users to return to the site, keeping them engaged with the brand
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Based on research, I added a gift list number and heart icon, displaying gifts on a conveyor belt. This design didn't perform well in testing at first round.
How I improved the experience?
The final UI design I created offers a responsive microsite experience that caters to mobile, tablet, and desktop users. During the earlier stages of UI development, I discovered that the arch-shaped tunnel design was limiting the interface's ability to display more products. To address this issue, I replaced the arch shape with a rectangular shape, which created a larger and more usable area.
We animated conveyor belt to create a more engaging experience for users.
Guides users with step-by-step animations to learn how to build a gift list.
Throughout data capture page and recipient page, users can track their progress using the progress bar feature.
Users can select the intended recipient before choosing a gift, ensuring that their list is personalized.
Users can navigate gifts using the top category menu and add items to their gift list by tapping the “plus” icon.
The progress bar increases with each added item. The 'Next' button is disabled until at least three items are selected.
Users can save their gift list and share it with their online community, encouraging Kohl’s holiday event engagement.
Users are entered for a chance share and win a $200 Kohl's gift card.
Even minor design adjustments can significantly affect the user experience completion rate.
Kept the tunnel and conveyor belt on the landing page but increased product display rows on the gift selection page.
Based on the "Scrolling and Attention" study by CX Partners, vertical scrolling improves user attention and engagement.
Staying adaptable to ensure the final product meets user and business goals.