Experience | Surprise Delivery Dynamic Greeting Card Design Review

Preface
Gift giving as a traditional way to promote emotional expression, what kind of gift has always been an important proposition, at the same time, as people's lifestyles are increasingly online, the demand for online gift giving is also gradually growing, compared with offline gift giving, the online way is missing face-to-face communication, so how to let the distant TA more feel your heart and sincerity, so that you send the gift of a more sense of ceremony, has become the focus of this [Surprise Delivery] design project to think about the theme. This [surprise delivery] design project focuses on the theme of thinking.

I. How to make users feel surprised?

In life, people enhance their feelings by giving gifts to each other. While carefully selecting gifts, we prepare greeting cards with heart, write words of blessing, use sophisticated packaging, set up the environment in advance, and choose an important day to send to the other party. Seeing the other person's surprised and happy expression, we will also be equally happy.

According to the expectancy effect, the uncertainty of positive events increases people's longer-lasting pleasure experience than certainty, and associations with the future often trigger further changes in emotional feelings.

 

 

In the mailing scenario, when the user selects the "Surprise Delivery" service, he or she can customize the dynamic e-card and write what he or she wants to say on the card. Adding dynamic e-cards and content to the "uncertainty" factor gives users an emotional pleasure experience that exceeds their expectations.

At the same time, the dynamic e-card is played when the user views the shipment with their wishes. The whole user journey forms a closed-loop experience, strengthens the sense of ceremony, gives extra points for gift-giving, and further triggers user associations.

II. Optimization Objectives

Therefore, we will enrich the user's sense of participation and ceremony by designing the surprise delivery dynamic greeting card to create a sense of surprise in the process of gift delivery, and then enhance the user's perception of the temperature of the SF brand.

 

Next, we specify through the design of the two aspects of [touch points] [sense of ceremony].

 

III. Design Strategies

1、Touch point design

1.1 [Surprise Delivery Entrance] - Attracting users' attention
At the beginning of the design, the "surprise delivery" function does not support all types of consignment items, but the system determines that only items belonging to gifts will be displayed to users. For users who have contacted or used this function, the operating habits have been formed, so the new dynamic e-card should retain the original operating habits on the basis of highlighting the highlights of the function to attract the attention of users.

In the functional design of the upper and lower structure, highlighting the "surprise delivery" function, retaining the slide switch mode of operation and add a call to action "free for a limited period of time" to guide the user to open; and add a personalized greeting card function is placed in the lower part of the user can go to the selection of the card by clicking on it, the right side of the selected card will produce a greeting card, the user will be able to select the card. After selecting the greeting card, a preview image will be produced on the right side. The top and bottom structure is convenient for users to operate and read information, and whether users choose greeting card or not will not affect the selection of "Surprise Delivery" function.
 

1.2 [Select Personalized Greeting Card] - Let users participate in customization
When designing the personalized greeting card function, we wanted to create a new visual experience, using the form of animated e-cards, by swiping left and right you can quickly preview different dynamic themes of greeting cards. At the same time, it allows users to customize the text of the card, so that the way of conveying their thoughts can be different. (The custom editing feature is not yet available to the public, so please stay tuned!)

 

 

If the above scenario touchpoints are all for the sending users, then the most important thing to view e-card is to reach the receiving users, and allow the receiving users to interact with the sending users.

1.3 [View E-card] - Closed loop experience to extend the pleasure
"Surprise Delivery" supports users to choose the designated delivery time, when the waybill enters the delivery status, the recipient will receive delivery SMS or WeChat message reminders, and the user enters the waybill information through the message. At this time, we play the dynamic e-card customized by the other party when the user opens it, with beautiful graphics, interesting animation, and a TA saying to you.
Users can choose to save the card locally or share it with their WeChat friends or circle of friends to prolong their pleasure. Considering that both senders and recipients will have to check the waybill, for the animation display, we provide the option of "no show next time", when the user checks the box, the waybill details will no longer be displayed, and can be viewed by clicking on the greeting card icon.

 

 

2、Ritualistic design
It is mentioned in the book "The Little Prince" that "the sense of ceremony can make a day different from other days, and a moment different from other moments", which can make ripples in a calm life.

According to the positioning of the "surprise delivery" function, the main target users are young customers, who pay attention to experience, like the sense of ceremony in life, and want to create romance and surprise. Based on the characteristics of the users in this segment and the past data performance, we carry out the creative theme animation extension design from three dimensions of holidays, anniversaries, and expression of attitude.

2.1 [Design Exploration

Refine the keywords around the three dimensions, screen out themes that match the usage scenarios, and make keyword associations for the themes, so as to set creative ideas, create an emotional drawing board, and carry out creative theme drawing.

 

2.2 Holiday atmosphere design -- Valentine's Day

By using the pop-up form familiar to young people to display "I love you" in different languages, it increases the fun and fits the theme of expressing romantic tone.
The main visual uses rose bouquets to highlight the atmosphere of Valentine's Day, and the color chooses blue and pink tones to create a sense of fantasy, which is suitable for the aesthetic preferences of young user groups.

 

 

2.3 Celebration Day Atmosphere Design--Happy Birthday

The visual composition takes the birthday cake as the main body, with the surrounding gift box elements to express the theme of the birthday card. The purple color of the background and the yellow color of the cake, using contrasting colors to highlight the main cake even more and stick to the birthday theme. In the animation design, the full-screen balloons flying up in the form of cyclic animation is used to emphasize the lively atmosphere of the birthday and increase the vitality and fun.

 

 

2.4 Thanks for the theme atmosphere design--Thanks for you!

The main visual is composed with a pair of hands holding up a love heart, using a hand-drawn style with a handwriting style font, giving people a sense of cordiality of seeing a letter as if they were meeting each other. Light and shadow changes make the vision more focused, and the overall warmth of the warm colors, focusing on the theme, the sense of atmosphere, and the user's emotional resonance, to convey positive energy.

 

 

2.5 Other Themes

Up to now, there are 7 themes in "Surprise Delivery" dynamic greeting card, including "Happy New Year", "Thanks for your hard work", "Thank you for your hard work" and many other themes for users to choose. " and many other themes for users to choose.

 

IV. Online Effect

Since the launch of the new function, the click rate of "Surprise Delivery" function has increased by 505%, and the top three click rates are "Happy Birthday", "Thank you" and "Thanks for your hard work" greeting cards. The click rate of "Happy Birthday" greeting card is 29.7%, which is the most popular among users; followed by "Thanks for your hard work" and "Thanks for you" greeting card with 19% and 12.8% respectively, which are also more popular among users.

 

Write in the end

In the design of the "Surprise Delivery" function, we started from the gift-giving demands of the online shipping scenario, analyzed the key touchpoints in the user's journey, and delivered the user's thoughts and blessings to distant friends and relatives in the form of a dynamic greeting card design, making the act of shipping a more ceremonial and surprising one. The designer's task is not only to make the functional process simple and efficient, but also to make the product experience more enjoyable; so that users can get more surprises and touches while experiencing the product and enjoying the service.