How might we create an engaging gift-giving experience on Choose?
Project Overview
Bootcamp Project
B2C Mobile App
2 Weeks Sprint
Team of 3 PrD
My Role
UI, UX Design
Prototyping
User Research
User Testing
Context
Choose is France's leading brand discovery platform (€100M GMV, ~1M MAU). In 2025, they launched an initiative to transform gift-giving on their platform and capture year-round gifting occasions.
users on Choose shop for gifts on the platform
of gifts are purchased outside traditional holiday periods
of surveyed users experience anxiety when having to give a gift
Problem Statement
How might we create an engaging gift-giving experience on Choose?
How might we create an engaging gift-giving experience on Choose?
User Research
To better understand the gift-giving experience, we conducted user research focusing on these objectives:
01
Understand how users approach finding & choosing a gift
02
Uncover challenges and frustrations in the gift-giving journey
03
Understand how users define a “successful” gift
Profiles
5 Women
Ages 32 - 38
Familiar w/ online shopping
Parameters
Qualitative
Semi-structured interviews
45 min via Google Meet
Events repeat every year. You run out of ideas fast.
Élodie, 38
For me, it has to be something useful.
Clara, 32
The other person’s reaction feels good. People say they don’t expect it, but that's not true.
Émilie, 33
It doesn’t bother me to have it delivered. But it has to be accompanied by a little note.
Lison, 32
Reworked Problem Statement
How might we help users find inspiration and ideas for useful, personal gifts they can feel confident about?
How might we help users find inspiration and ideas for useful, personal gifts they can feel confident about?
Benchmarking
We benchmarked other apps to understand how competitors approaching gift-giving
Etsy
Etsy’s robust and extensive
gift guide system
VC&A
Chanel
Luxury brands’ immersive approach to gift browsing
Shop
Shop App’s new
AI shopping assistant
Etsy’s robust and extensive gift guide system
Luxury brands’ immersive approach to gift browsing
Shop App’s new AI shopping assistant
Ideation
We used ideation techniques to brainstorm ways to help users find the right gifts
Gift finder flow
Gift receiver profile
Gift mode toggle at checkout
Immersive gift browsing experience - out of scope
Feedback system between giver & receiver - out of scope
V1 Solution
We created a Gift Finder flow with 5 steps to help users find the perfect gift. Our hypothesis is that users who engage in the flow show high intent and would appreciate the depth, as more detail leads to better recommendations.
The flow begins on the Search page. The first questions establish the basics: who, when, and how much.
The final two questions capture the recipient’s profile in depth, with AI-powered text input to refine recommendations.
Curated results based on recipient profile, occasion, and budget. All is editable and saveable for future reference.
At checkout, gift options are automatically enabled.
User Testing
We tested our prototype with users to achieve the following objectives:
🚩 Gift Entrance
Validate that the entry point is discoverable
💬 Gift Flow
Validate that the questions feel relevant, and users understand AI personalization
🎯 Results
Validate that users perceive recommendations as relevant, and can easily navigate results
🎁 Gift Toggle
Validate that gift mode at checkout is noticed and understood
Profiles
5 Women
Ages 32 - 50
Familiar w/ online shopping
Parameters
Qualitative
Semi-structured interviews
45 min via Google Meet
🚩
Gift Entrance
Gift Entrance
started their gift search on the Homepage
didn’t notice gift finder banner on the Search page
Every morning, I go on Choose and browse the homepage. I never go to Search. So if I want to find a gift, I’m not going to do that on the Search page.
Lison, 32
I missed the banner entirely. I just want to keep scrolling down to things that catch my eyes more.
Vanessa, 34
💬
Gift Flow Pt.1
Gift Flow Pt.1
find questions intuitive and exhaustive
found illustrations lacking in color and off-brand for Choose
Here, I feel like this isn’t their style. Although, maybe it's just because it’s new... I don't know, it’s a bit somber, a bit too black and white.
Delphine, 44
With the big cards, it’s intuitive - I immediately want to click. I understand that it will refine my search, which is great.
Lison, 32
💬
Gift Flow Pt. 2
Gift Flow Pt. 2
appreciate having an AI free-form text box
didn’t understand certain buttons/icons during the AI step
There’s only one button so I assume I click on it, but I'm not sure whether the upward arrow and the fact that it’s black makes it intuitive that it’s a validation/confirmation.
Élodie, 38
I use ChatGPT for a lot of questions now. So this is starting to feel a lot more natural.
Vanessa, 34
🎯
Results
Results
were disturbed by the large visual on top
appreciated being able to modify the search
felt the top picks didn’t stand out enough
At first, honestly, I didn’t really know what it was. I had trouble understanding. It took me a moment to think “what are these gift boxes?”
Séverine, 50
Iteration
Based on user feedback, we prioritized these key improvements:
1. Move Gift Finder to the homepage where users naturally start their gift journey
2. Redesigned recipient selection with real photography for warmth and relatability
1. Added example prompts to inspire users and reduce blank-page anxiety
2. Introduced real-time validation (“Excellent!”) to encourage detailed input
1. Made personalization summary collapsible to reduce visual clutter and improve scannability
2. Elevated “Coups de coeur” to emphasize top recommendations
V2 Solution
