getGFTDapp.com
A secure, branded, and customizable employee gifting platform.
Company Overview
The GFTD app allows people from near and far to send a tokens of gratitude, sympathy, support, or congratulations, instantly.
Roles
Product Management
Research
UX/UI Design
The Goal:
How can we create a customizable gifting interface that aligns with company branding while ensuring secure data transmission and customized employee rewards that align with company values?
What do the employers needs to have a seamless integration?
How can we ensure trust in the product by employees and their organizations?
Process Overview
During the research phase, I organized user interviews and collaborated with the founder to develop the business model. I then utilized these insights to establish a priority list of features for our design focus.
1.Competitive Analysis
To enhance the client's offerings, we conducted an analysis of industry standards among successful businesses within the employee recognition sector.
2.Business Model/Surveys
To understand GetGFTD's uniqueness, we created a business model to find the target customer and distributed surveys for feedback. This iterative process helped refine our focus and grasp GetGFTD's competitive edge.
3.Interviews
We conducted interviews with HR professionals and other business leaders to explore their experiences with employee incentive programs.
4. Prototyping/User Testing
Since GFTD did not have a web app, we had to develop a concept for it, enabling us to conduct preliminary user testing on that first design.
Surveys
📋
Surveys 📋
Surveys
We queried 20+ participants about their experience in HR or employee gifting, familiarity with backend systems, knowledge of workplace gamification, and their willingness to test prototypes and participate in interviews.
70% of respondents enjoy gifts, with no one expressing dislike, while 30% felt indifferent
This data emphasizes the value of our gifting initiative by confirming widespread enthusiasm for receiving gifts, validating its significance.
Competitive Analysis
We enhanced the client's offerings by conducting an analysis of industry standards among successful businesses within the employee recognition sector.
Business Model
To understand GetGFTD's uniqueness, I made a business plan with the founder. This helped us develop who are targets would be in the research process.
Interviews
During our interviews, we identified three types of user needs. We used fun illustrations to showcase specific needs and desires based on the 10+ professionals we were able to interview.
Standout Needs
• Security with integration to ensure seamless use for both employer and employees
• Promotion of corporate values
• Time and cost savings for employers and ease of use for employees
User Testing
In our first-round usability testing of the original design provided by the client we found the following results:
60%
misclick rate on adding an employee in original design
20%
of our participants abandoned the task of adding an employee
30sec
is what it took everyone at the minimum to complete the task
Solution
Develop a personalized and secure gifting platform that fosters employee appreciation and relationship-building. It is important to incorporate customizable interfaces, secure management tools, and locally sourced gift selections, to promote a more meaningful connection with their employees.
Key Features
These are specifically related to our research findings and from this we were able to finally develop our solution and began the prototyping process.
Easier Sign Up Process
Reframed sign-up/login user flow by role
Single sign-up/login from HR allows user to add employees to server, in which employees are automatically added to their portal based on who HR adds
Reduces redundancy of sign-in flow so that employees don’t have to repeatedly input sign in information
Customizable Gifting Interface
One of our interviewees summed it up best for the majority when they said,
“I think the ability to customize is really important because you know more and more companies want to express their brand, express their culture, that type of thing. And so being able to to relatively easily move things, you know, change colors and fonts and so forth, I think that's something that is is fairly important.”
Next Steps and Key Takeaways
In order to understand the needs of employees using this type of program we need to conduct interviews and research to understand employees' incentive needs more thoroughly to then begin the following steps.
Integrate employee and HR interfaces.
Design and implement badges and rewards based on interview results.
Conduct regular user testing to enhance engagement with gamification elements.
Populate the "Culture & Values" page with relevant features using gathered information.