An improved gift wrapping and card customization experience for Amazon
Because we care about making gifts feel personal and special :)
TIMELINE
5.5 days (SparkJam 2026)
THE BRIEF
Add a new creation-centric feature to a typically non-creation-oriented experience
Create an experience that allows users to imagine, think, and build through a research backed extension that would exist within or alongside a current experience.
RESEARCH
Something Amazon has somehow never gotten right
We started by surveying 24 real people how they shop for gifts online. Over 70% of Amazon users had never used the gift wrapping or note feature. It just wasn't worth using.
LOOK AT THE STATE OF YOU…
PROTOTYPING
What goes in a gift wrapping portal?
Our lo-fi contained a lot of features we might bring into a version 2: wax seals and stickers for the card envelope, tissue paper and confetti in a lidded box, uploading your own images to be the wrapping paper or card design.
First Iteration
Inspired by dress-up games and 3D modelling softwares. We realized it wasn't intuitive enough and it was too far from Amazon's style.
Second Iteration
We looked at Amazon's T-shirt customization flow this time. I pushed a pivot with 6 hours til submission, because I strongly believed that this was more intuitive and a better user experience overall.
FINAL SUBMISSION
Last minute decision to take this to mobile
Last minute decision to take this to mobile
We had almost settled on this for our final submission, but we never settle!! I suggested that we take our mentor's advice: over our 4 critique sessions, 2 of them suggested that gifters on the go would be purchasing from their phones.
FINAL SCREENS
Customize each gift and card
FINAL SCREENS
Customize each gift and card
IN THE FUTURE
Adding smart suggestions and auto suggestions
Based on the time of year and on the user's previous history, we want to suggest wrapping paper styles and card messages tailored to the receiver.
IN THE FUTURE
Adding smart suggestions and auto suggestions
Based on the time of year and on the user's previous history, we want to suggest wrapping paper styles and card messages tailored to the receiver.
