Gifting Research

The Problem

The innovation team had done some earlier research, and a provocation that came from it was, "How do we give confidence around gift-giving?". My task, to answer this ambiguous question with very little to go on.

Framing the Design Challenge

How might we help customers, who don’t know what gifts to buy, feel confident in purchasing a gift for a person they care about?

Ultimate Impact

Increase personalization.

Primary - 11 Interviews

Qualitative interviews aimed at understanding the behavior and psychology behind gift giving and receiving. Uncovering the go-to’s, the rituals, the values, the needs, the friction, and the hacks.

Ages 24 - 72

California

Missouri

Georgia

Right out of college

Stay at home moms

Full time employees

Retired

Secondary

Digging deeper into stories, solutions, studies, business, technologies, disruptions, and innovations that drive gifting.

The Atlantic | Fashion Blogs | Gap Inc. Internal Reports (Strategy, Marketing, Case Studies) | Social Psychology | YouTube

Synthesis

Gifting is highly emotionally charged. It is an extension of the relationship bolstered by self-gratification. Budget has little meaning when buying the right gift.

Gift Giving

Gifting begins with a reason (trigger).

Gifting Flow.png

GETTING IT DONE

Not a close relationship.

Being told what to get.

You have to get something.

Timing is tight.

GETTING IT RIGHT

Incredibly personal.

Truly knowing the recipient.

An exclusive feeling.

Highly desired.

"Well, when you know someone well enough, you just see it and go, 'perfect'."

-Anette M.

“I’ll just run into the mall and go somewhere really quick. But then I feel bad because its not putting in as much time thinking about it.”

-Sophia C.

Less...

Meaningful

Effort

Thought

More...

Meaning

Effort

Thought

Framework

Within a relationship (close or distant), the strength of the relationship correlates with the amount of personalization and sentiment in the gift.

Gifting_2x2.png

Provocations

How will we win December through gifting? It starts with workshopping, brainstorming, creating insight statements, asking our HMW’s, and other questions.

WHITEBOARDS hmw 02.jpg

How might we make a gift card more personal and strengthen a relationship?

Personalized video or pictures showing up social media feeds.

Provocation social.png

How might we help more people “get it right” with choosing apparel?

The New Gift Guide displaying trending items for a given profile.

Match with Bright Members and True Fit measurements.

provocation trend 01.png

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