Have you ever forgot about your friend's birthday until the last minute? Have you experienced the frustration of not knowubg what to buy for someone you don't really know? Gift giving can be frustrating. We designed Gifem - an iPhone app aiming to make the gift picking faster, easier and better in Target. Gifem gives gift recommendations by comparing gift receiver's information with other Target members' gift buying history.
Field Research Findings
We interviewed 17 Target customers, with an age range of 20s to 50s. We asked them about their shopping and gift buying experience in Target. Also, we observed one customer in Target with a think-aloud of the gift shopping process. Based on our research, we generated three key findings.
People buy a lot of gifts for their acquaintances that they are not very close to, and they're often not sure what to buy.
Target has a large selection of goods and gifts and customers don’t have time to check everything and get to know all the deals.
People with similar age/interests/background tend to like similar things as gifts.
Scenarios & App Interfaces
Behind the Scene
Gifem also offers discounts for Target's varies selctions of goods. How? Target already has an app "Cartwheel" offering deals and coupons, we crawl and export their discounts to Gifem. In this way, Target doesn't need to set more discounts, and also sell more products which they want to promote.
Thanks Bibek Mishra for the persona photo.
