Hallmark Video Greetings

The Project Overview

In 2020, Hallmark launched Hallmark Video Greetings as a new product offering to consumers. The goal of the product is to give users a way to easily add a personalized video to the card. My role on this product launch was to create the personalization experience.

discovery

I started by journey mapping the different hurdles and paths someone might take while using this product. For the Video Greetings there were 3 customers

1. Card Sender - this user purchased a digital or physical card

2. Collaborator - this user submitted videos and/or photos to the Card Sender’s project

3. Recipient - this user received the digital or physical card with the final video rendered

Iteration

Once, stakeholders were aligned to the different user journeys for each customer group, I designed the experience. I focused on mobile first because our research showed that most customers would create the video greeting on their phone and our implementation partner planned to leverage our mobile design for a native iOS app.

The hardest part of creating this experience was that it technically lives outside of the hallmark.com bubble. Due to tech limitations we could only merchandise physical greeting cards on the website. In order to merchandise the digital-only greeting cards, we had to create a separate shopping experience on a separate domain. This required us to manage two separate experiences and help communicate the different delivery formats.

Results

We succeeded in making it easier than ever to create one-of-a-kind moments that last a lifetime. However, we quickly noticed that physical cards were outperforming digital-only greeting cards. Consumers were less aware of the digital-only offering because they weren’t easily accessible to our hallmark.com shopper.

Test out the experience for yourself: hallmarkvideogreetingcards.com