UX Strategy
UI Design
Prototyping
Company
Rappi
UX Strategy
UI Design
Prototyping
Company
Rappi
Building a Purpose-Built Gifting Experience
Building a Purpose-Built Gifting Experience
Designing Rappi's end-to-end gifting experience, transforming an existing customer behavior into a scalable product that generated 99K orders in its first month.
Designing Rappi's end-to-end gifting experience, transforming an existing customer behavior into a scalable product that generated 99K orders in its first month.
Context
Although Rappi didn't offer a dedicated gifting experience, customers were already using the platform to send gifts by improvising. They manually changed delivery addresses, left special instructions asking merchants to wrap products, added personal messages through delivery notes, and coordinated deliveries outside the app.
These workarounds created friction for customers, confusion for recipients, and operational complexity for merchants and couriers.
Although Rappi didn't offer a dedicated gifting experience, customers were already using the platform to send gifts by improvising. They manually changed delivery addresses, left special instructions asking merchants to wrap products, added personal messages through delivery notes, and coordinated deliveries outside the app.
These workarounds created friction for customers, confusion for recipients, and operational complexity for merchants and couriers.
Challenge
Our challenge was to transform this organic behavior into a seamless, scalable experience that could work across multiple verticals while preserving the emotional aspect of gifting.
Our challenge was to transform this organic behavior into a seamless, scalable experience that could work across multiple verticals while preserving the emotional aspect of gifting.
Business Problem
The current experience prevents us from delivering the gifting flow users expect, limiting adoption and engagement.
User Problem
Users are forced to rely on workarounds to send gifts, manually coordinating delivery details and sharing the pickup code with the recipient outside the app.
User Problem
Users are forced to rely on workarounds to send gifts, manually coordinating delivery details and sharing the pickup code with the recipient outside the app.
Opportunity
Build a dedicated gifting experience that simplifies the journey for both senders and recipients, consolidates all essential information within the product, and creates a scalable platform for future collaborations with partner brands.
Solution
I partnered with Product Managers, Engineers, Marketing, and Data teams throughout discovery, definition, and implementation to design the end-to-end gifting experience.
Using behavioral data and existing customer patterns, I helped identify the biggest friction points and translated them into a cohesive product experience.
I designed the complete gifting journey, including:
I partnered with Product Managers, Engineers, Marketing, and Data teams throughout discovery, definition, and implementation to design the end-to-end gifting experience.
Using behavioral data and existing customer patterns, I helped identify the biggest friction points and translated them into a cohesive product experience.
I designed the complete gifting journey, including:
"Send as Gift" entry point in checkout
Introduced a dedicated entry point that guided users into a purpose-built gifting flow. To increase awareness and adoption, we also promoted the feature through in-app banners and contextual entry points.
"Send as Gift" entry point in checkout
Introduced a dedicated entry point that guided users into a purpose-built gifting flow. To increase awareness and adoption, we also promoted the feature through in-app banners and contextual entry points.
Introduced a dedicated entry point that guided users into a purpose-built gifting flow. To increase awareness and adoption, we also promoted the feature through in-app banners and contextual entry points.
Collection of digital greeting cards
Made gifts feel more personal by letting users select themed greeting cards and include a custom message. The same system could be leveraged for co-branded marketing campaigns and special occasions.
Made gifts feel more personal by letting users select themed greeting cards and include a custom message. The same system could be leveraged for co-branded marketing campaigns and special occasions.
End-to-end gifting flow
Designed a dedicated end-to-end gifting experience where users could select a product, specify the recipient during checkout, and personalize the gift. Once the order was placed, the recipient received a WhatsApp or SMS with a preview of the greeting card and a tracking link, while the sender could follow the delivery through the standard order tracking experience.
Designed a dedicated end-to-end gifting experience where users could select a product, specify the recipient during checkout, and personalize the gift.
Once the order was placed, the recipient received a WhatsApp or SMS with a preview of the greeting card and a tracking link, while the sender could follow the delivery through the standard order tracking experience.
Designed a dedicated end-to-end gifting experience where users could select a product, specify the recipient during checkout, and personalize the gift.
Once the order was placed, the recipient received a WhatsApp or SMS with a preview of the greeting card and a tracking link, while the sender could follow the delivery through the standard order tracking experience.
Recipient experience
Designed a lightweight recipient experience accessible through a webview, ensuring that even people without the app installed could easily view their gift and track the delivery.
To preserve the surprise, this tracking page displayed only the information relevant to the recipient, intentionally hiding product details, prices, payment information, and other sender-specific data.
For orders requiring a delivery verification code, the recipient also received the code directly within the experience, enabling a smooth and frictionless handoff.
Designed a lightweight recipient experience accessible through a webview, ensuring that even people without the app installed could easily view their gift and track the delivery.
To preserve the surprise, this tracking page displayed only the information relevant to the recipient, intentionally hiding product details, prices, payment information, and other sender-specific data.
For orders requiring a delivery verification code, the recipient also received the code directly within the experience, enabling a smooth and frictionless handoff.
Outcome
The feature launched in December 2023 and quickly validated the opportunity.
Within its first month, the new gifting experience generated:
The feature launched in December 2023 and quickly validated the opportunity.
Within its first month, the new gifting experience generated:
Beyond adoption, the project established gifting as a scalable product capability instead of an improvised customer behavior. It also created the foundation for future seasonal campaigns, enabling branded gifting experiences such as Coca-Cola's Christmas campaign and Fini's Halloween campaign, while supporting continued product expansion across the platform.
Beyond adoption, the project established gifting as a scalable product capability instead of an improvised customer behavior. It also created the foundation for future seasonal campaigns, enabling branded gifting experiences such as Coca-Cola's Christmas campaign and Fini's Halloween campaign, while supporting continued product expansion across the platform.