Background

My 1st Years is an online baby gifting retailer. One of their USPs is that they give customers a free luxury gift box with every order.

Challenge

Following customer service queries, My 1st Years wanted to explore the option of offering customers an eco-friendly alternative to the luxury gift box.

Solution

An interim page that allows customers to choose from either a luxury or eco gift box.

Design Process

Following customer service queries, as well as an onsite survey showing 11% of users would prefer an eco-friendly option, allow My 1st Years customers to choose an eco-box as an alternative to the default luxury gift box.

Following customer service queries, as well as an onsite survey showing 11% of users would prefer an eco-friendly option, allow My 1st Years customers to choose an eco-box as an alternative to the default luxury gift box.

Some My 1st Years products are too large to fit in either a luxury or eco gift box. Before the launch of this feature, there was no clear messaging regarding this within the user journey. Therefore, it was decided that messaging would be added as an additional user-centric optimisation as part of this build.

Utilise an existing up-sell product functionality on the cart page to develop an MVP solution that gives users an eco-friendly packaging option. 16% of customers now choose the eco-friendly option.

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