In March 2021, EcardForest emerged as a startup offering digital greeting cards with a unique twist—cards that allowed an unlimited number of colleagues to sign, transforming each greeting into a heartfelt book of wishes. My dear friend and founder, Dayana Doncheva, invited me to join this venture as the Creative Director and UI/UX Designer. My role was pivotal in shaping the visual and user experience direction of EcardForest, ensuring our platform stood out in a crowded market while aligning with our core values of sustainability, inclusivity, and user-centricity.
The Challenge
The primary challenge was launching EcardForest swiftly to capitalize on the remote work trend without fully knowing if this change would persist. Our team, fully employed elsewhere, juggled this project in our spare time. Despite these constraints, we aimed to introduce a viable product that could evolve based on user feedback and competitive landscape insights.
Strategy and Process
Discover Phase:
We began with a comprehensive analysis to understand our audience—primarily businesses using ecards for office celebrations. Our competitive analysis revealed a gap: the ability to create a more personalized and memorable digital greeting experience.
Design Process:
Focused on user flow and interactivity, we developed a platform that differentiated EcardForest by allowing for unlimited signatures, making each card a personalized keepsake. Initial design options were limited, but based on user feedback, we introduced more customization options, such as text styles, font library, and the ability to add money collection to your card.
Prototyping and Feedback:
Through multiple iterations and usability testing, we refined our design, focusing on simplicity and user engagement. Our agile approach allowed us to adapt quickly, enhancing features like card selection and adding new categories based on demand.
Technical Architecture:
With the help of freelancers, we built a robust platform from scratch. This approach allowed for flexibility in design changes and optimization for speed and performance, achieving a 100% performance rating on Google’s Page Speed Test.
Unique Features & Design Choices
Interactive Elements:
We integrated GIFs, colors, and text styles to allow for expressive and personalized greetings.
Website Design:
Led by me, the website's clean, modern design with animated explanations and a clear call to action perfectly complemented our product's ethos.
Sign Demo Page:
A demonstration feature was added to help users understand the unique value proposition of EcardForest—how to create a collective greeting effortlessly.
Product and Landing Pages:
Carefully designed to showcase our ecard offerings and explain our service, these pages balanced aesthetics with functionality, encouraging user exploration and engagement.
Outcomes & Takeaways
The project's agile development and responsive design strategy enabled EcardForest to quickly adapt to market needs, expanding our ecard catalog to cover a wide range of occasions based on customer feedback and observed demand.
Continuous improvement based on user feedback and performance analytics helped us refine the user experience, making EcardForest a preferred choice for businesses seeking meaningful, sustainable greeting options.
The clear, modern website and product design reinforced our brand identity, driving user engagement and conversion through an optimized online experience.
LINKS:
EcardForest's journey from concept to launch and beyond illustrates the power of strategic design thinking, agile development, and customer-centric innovation. As Creative Director and UI/UX Designer, my role in shaping this digital greeting platform underscored the importance of sustainability, connectivity, and personalization in creating memorable user experiences. Our commitment to evolving with our users’ needs and leveraging feedback for continuous improvement has been key to EcardForest's success in redefining digital greetings.
