We began our research by reviewing the data and user interviews collected by our UX team. We did further research by conducting a visual competitive analysis to compare the visual style of various gift-centric websites, as well as specific elements and features. We zeroed in on elements that would effectively communicate GiftOn’s design principles and company goals.
 

We explored within and outside of the space during the competitive analysis. Sites such as Pinterest were similar in concept but didn’t necessarily reflect what the client wanted the user to experience. She wanted users to spend time on her site, lay back, relax, and do some reading. Thus, it was important we looked at sites that displayed mass amounts of reading in an engaging way.

For this, we looked at news sites like The Atlantic and The New York Times. We looked at fashion websites that reflect minimalism since it was important for GiftOn’s users to not feel overwhelmed or distracted by endless choices. Being able to focus and get lost in the gift story at hand was elemental to the product's success. Thus, we also looked at blogging sites that did a good job at creating a sense of community and storytelling to engage its users.