Integrating Brand Imagery on Giftcards.com PDPs (WORK IN PROGRESS)
Product Line
Giftcards.com
Role
UX Designer
Expertise
UX/UI Design
Year
2024
Background
Giftcards.com, a platform for purchasing gift cards, identified an opportunity to enhance user experience and drive sales by integrating brand imagery into their product detail pages (PDPs).
Problem Statement
Users of Giftcards.com experienced uncertainty regarding card usage and available brands, leading to potential hesitation in making purchases. The current PDPs lacked visual cues that could help users understand the value and utility of the gift cards being sold.
Objectives
1. Enhance brand connection for users
2. Improve overall user experience
3. Address user pain points related to gift card usage uncertainty
4. Align with client expectations and industry standards
5. Increase sales and conversions
Proposed Solution
The UX Design Team proposed incorporating brand imagery directly into the PDPs for Giftcards.com. This solution involves:
1. Prominently featuring imagery associated with the brands for which gift cards are available
2. Establishing a streamlined process for obtaining and updating brand-approved images on a quarterly basis
3. Implementing a formal approval process to ensure compliance with legal requirements and brand guidelines
Reasoning Behind Adding Images
The decision to integrate brand imagery is based on several key factors:
1. Visual Recognition: Humans process visual information more quickly and effectively than text. Brand images provide instant recognition and association for users.
2. Emotional Connection: Images can evoke emotions and memories associated with brands, creating a stronger connection between the user and the gift card offering.
3. Context and Usage Clarity: Visual representations of brands can help users quickly understand how and where the gift card can be used, addressing a major pain point.
4. Trust and Authenticity: Official brand imagery lends credibility to the gift card offerings, assuring users of the authenticity of the products.
5. Competitive Alignment: Other lifestyle gifting platforms, such as Etsy, effectively use imagery to enhance their product pages. Adding images brings Giftcards.com in line with industry standards.
6. Improved User Interface: Images break up text-heavy layouts, making the PDPs more visually appealing and easier to navigate.
Competitor Analysis
As part of our research process, we conducted a competitor analysis to understand industry standards and identify opportunities for improvement. Our analysis focused on successful platforms in the gifting and e-commerce space, with a particular emphasis on Etsy's product detail pages (PDPs).
Etsy PDP Analysis
Etsy, a popular e-commerce website focused on handmade or vintage items and craft supplies, provides an excellent example of effective use of imagery in product listings:
1. Visual-First Approach: Etsy's PDPs prominently feature high-quality images of products, often including multiple views and lifestyle shots.
2. Brand Storytelling: Through imagery, Etsy allows sellers to showcase their brand personality and the context in which their products can be used or enjoyed.
3. User-Generated Content: Many Etsy listings include customer photos, which adds authenticity and helps potential buyers visualize the product in real-world settings.
4. Mobile Optimization: Etsy's image-centric approach translates well to mobile devices, providing a consistent experience across platforms.
5. Gallery Format: Multiple images are presented in a gallery format, allowing users to quickly browse through various views of the product.
Key Takeaways for Giftcards.com
Based on our analysis of Etsy and other competitors, we identified several key elements to incorporate into our design strategy for Giftcards.com:
1. Prioritize Visual Content: Place brand imagery at the forefront of PDPs to immediately capture user attention and convey brand identity.
2. Contextual Imagery: Include images that suggest potential uses for gift cards, similar to how Etsy showcases products in context.
3. Consistency Across Platforms: Ensure that the visual-first approach translates well to both desktop and mobile experiences.
4. Multiple Image Options: Where appropriate, consider including multiple brand images or lifestyle shots to provide a more comprehensive visual experience.
5. User Engagement: Explore possibilities for incorporating user-generated content or customer testimonials to enhance trust and relatability.
By implementing these elements, Giftcards.com can align more closely with successful e-commerce platforms while maintaining its unique position in the gift card market.
Process
1. Research and Analysis
- Identified user pain points through existing data and feedback
- Analyzed competitive platforms like Etsy to understand industry standards
2. Design Conceptualization
- Created "before and after" visual examples using brands such as Visa, Sephora, Virgin Experiences, and Home Depot
- Developed mockups to illustrate the proposed changes
3. Stakeholder Collaboration
- Engaged with the legal team to ensure compliance with regulations and brand usage rights
- Collaborated with brand account managers to establish a process for obtaining brand-approved images
4. Approval Process Development
Worked with the legal team to create a structured approval process, including:
- Guidelines for acceptable imagery
- A formal brand approval procedure
- Legal language for brand representatives to grant necessary permissions
5. Implementation Planning
- Outlined a quarterly update cycle for brand imagery
- Developed a workflow for UX designers to create and iterate on PDP mockups
Expected Outcomes
1. Boosted Sales and Conversions
Brand-specific imagery will drive instant recognition and emotional connection, increasing user confidence and conversions. We expect a noticeable sales boost within the first quarter, especially with seasonal updates.
2. Seamless User Experience, Leading to Longer Engagement
Visuals will simplify the decision-making process, keeping users on the site longer and encouraging multi-product purchases. This will improve overall user satisfaction, especially on mobile.
3. Deepened Brand Relationships and Collaboration
The structured image update process will strengthen partnerships with key brands. This could lead to exclusive marketing campaigns and further collaboration.
4. Elevated Market Position and Industry Leadership
By adopting design practices used by top e-commerce platforms, GiftCards.com will stand out as a leader in user experience. This will drive customer loyalty and competitive advantage.
5. Enhanced Cross-Selling and Personalized Marketing Opportunities
Brand imagery opens doors for personalized marketing and cross-selling opportunities. Seasonal updates will keep the platform fresh, encouraging repeat visits.
6. Future-Proofing for Seasonal Adaptability
The quarterly update schedule ensures the platform adapts to market trends and seasonal shifts. This keeps GiftCards.com relevant and engaging year-round.
Challenges and Considerations
1. Ensuring consistent quality and relevance of brand imagery across all gift card offerings
2. Managing the quarterly update process efficiently without disrupting the user experience
3. Maintaining compliance with legal requirements and brand guidelines
4. Balancing the needs of multiple stakeholders, including users, brands, and internal teams
Conclusion
The integration of brand imagery into Giftcards.com's PDPs represents a significant opportunity to enhance user experience, strengthen brand relationships, and drive sales. By addressing key user pain points and aligning with industry standards as observed in our competitor analysis, this initiative has the potential to position Giftcards.com as a leader in the digital gift card market. The careful consideration of visual elements, coupled with a structured approach to implementation and brand collaboration, sets the stage for a more engaging, user-friendly, and profitable platform.