CheerWrap is a startup that aims to redefine the gifting experience by adapting it into an online and social app. Users will be able to send and receive gifts from their friends which they will then redeem at physical outlets and shops. Started in 2015, it has seen steady growth in active users and partner outlets throughout 2016 to 2018.
I joined the startup early in their journey to help define their service as well as their brand, web and app design.
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To help define the entire end to end user experience of the app, we had to work out a select few personas of our intended audience. They then became the source of truth throughout the entire design process and helped inform the tone, language of the app and as an anchor to the visual identity of the app.
The personas chosen are predominantly female, with an age between 25 – 35 and are working individuals with great network.
This plays well with our positioning as we recognise that most of our competitors are aiming for a much wider or a much younger audience than us. We believe to ease users into the habit of online gift giving, we should target a niche audience first.
Because our target audience are mostly female adults, the brand was adjusted to fit them. We chose a slightly turquoise blue reminiscent of high fashion and jewellery and paired it with new brand typefaces, Sant Elia Script and Brandon Text. We also chose to rely less on illustrations and use images to communicate the mood of the brand.
We opted for light illustrations if needed and made designed all the UI elements to look classy and not overly designed.
Our personas also helped define the service structure of our product. Early on, we talked to individuals who fit our personas and surveyed them on their habits and behaviour. This then helped us classify the type of functions and actions that would help them in the goal to give, receive and consume gifts through our app. We also talked to several merchants to get a good picture of how their current rewards/voucher system works as well as to get an idea how our product might fit into their business.
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Post registration, users will be able to purchase gifts from the app’s home screen. Overall, it takes five steps to purchase and send a gift to a friend.
When a user receives a gift, they will receive a notification and will have to accept the gift or give it away. The user will then be able to access the gift in their wallet page. Redeeming them is just a simple scan of the gift card facilitated by the merchant.
