Unwrapit, a corporate gifting platform, aims to refresh its digital unwrapping experience. As a values-driven organization prioritizing waste reduction and environmental impact, Unwrapit wants to broaden its service offerings with new experience themes that emphasize emotional connections, sustainability, and brand engagement.
The challenge was to create fresh campaign themes aligned with Unwrapit's mission while ensuring seamless backend integration. The scope focused on enhancing visual and experiential design without altering the existing user flow, preserving efficiency while adding personalization.
First we held a collaborative FigJam workshop with the Unwrapit team, to better understand their vision and limitations of the product. We ran four core activities:
The workshop revealed valuable insights into Unwrapit’s current and target clients. We learned that larger corporate clients particularly value brand alignment in their gifting, seeking greater customizability so that the unwrapit journey reflects more of their own brand.
Personalized digital experiences that build meaningful connections also emerged as a priority, highlighting the importance of creating impactful unwrapping experiences.
The Unwrapit team shared that they recently missed out on a contract with Coca-Cola due to this need for more customized branding options.
We mapped these insights to pinpoint where in Unwrapit’s platform there could be room for improvements.
.webp)
We created mood boards and explored the history, cultural traditions and philosophy of gifting. Our team leader, Chris, guided us through exercises designed to expand our thinking beyond conventional gifting concepts. Even though many of these ideas were ultimately set aside, the process helped us break out of familiar patterns and explore more abstract, innovative approaches.
This exercise encouraged fresh perspectives and ensured our final designs weren’t limited by traditional associations with gifting.
To prompt some larger ideas & to gain an understanding of the anthropology / science of gift giving.
Building on our initial research, we mapped out five key categories to guide our prototype development: customization, gamification, receiving, unwrapping, and client-focused experiences.
Between the 3 designers we presented 19 quickfire ideas within these categories in an interactive session with the Unwrapit team, inviting their feedback on each direction.
To showcase our 19 design concepts, we mapped each idea onto Unwrapit's existing user flow, identifying where each intervention would integrate into their current system. This chronological approach allowed us to assess both front- and back-end implications, ensuring technical feasibility.
The Unwrapit team identified several promising concepts from our prototypes and outlined key priorities for the next phase. The team suggested using Patagonia branding as an example to showcase their potential as they felt that this was a company whose values closely aligned.
The Unwrapit team identified the landing page as the key area for improvement, given its flexibility within the platform. They outlined three distinct user flows to explore in the final deliverable, each designed to enhance engagement, increase claim rates, and offer greater brand customization.
Strengthening Brand Identity
This theme emphasized corporate values, ensuring the unwrapping experience reinforced a company’s mission and purpose. The goal was to create a deeper emotional connection between the brand and the recipient.
Journey
Boosting Engagement & Claim Rates
Designed to optimize recipient interaction, this approach refined the landing page and selection process to make the experience more compelling. The aim was to increase claim rates by capturing attention early and keeping recipients engaged throughout.
Journey
Adding Choice & Flexibility
This theme introduced more interactive digital reveal options, allowing recipients to choose how they experience their gift. By incorporating an element of intrigue, we encouraged deeper engagement with the unwrapping process.
Journey
Out of the three user flows, I was tasked with the ALLURE Flow, as it best aligned with my initial designs. The goal was to increase claim rates by making the landing page more engaging and informative before login.
One major friction point in the claiming process was the login step, where users often dropped off. To address this, I introduced obscured logos of the recognizable brands included in the gift campaign. This subtle reveal hinted at the value of the gift, assuring recipients that claiming it would be worthwhile.
By visually highlighting the tangible experiences—such as adventure packages, workshops, or dining options—I aimed to help recipients envision the value of the gift beyond the card itself.
This approach enhances brand perception, positioning each gift as more than a product, but an experience waiting to be enjoyed.
For ongoing gift campaigns, I designed a system that enables companies to distribute gifts throughout the year, allowing employees to accumulate value with their chosen gift retailers over time.
This approach builds anticipation and supports long-term employee appreciation, fostering a sense of lasting gratitude
This project reinforced how much I thrive in a collaborative environment. Working with a team helped me push past design blocks, refine my ideas, and stay inspired throughout the process.
Working within an existing user flow was a useful constraint: every design decision had to justify itself rather than reinvent the experience. That discipline is something I'm carrying into how I approach new briefs.
