Project Overview

In the world of products and services, delivering a unique experience is no longer a differentiator—it has become a necessity for companies.And when it comes to a product like the Gift List, the challenge reaches an entirely new level.

High Expectations?

Yes, after all, we are talking about a special and meaningful moment for customers, involving two distinct customer profiles with different expectations for the experience.For the host, the expectation is that the list facilitates organizing and sharing their wishes, making the event memorable for them and their guests without causing stress or frustration.

For the guest, the site must offer a smooth and obstacle-free experience when searching for and selecting gifts, avoiding awkwardness and disappointments.

The Transformation Journey: Why We Decided to Change

The decision to update Havan's Gift List came not only from constant user feedback but also from a need identified by the company's service department to improve it.

In 2023, we realized that despite its success, there was still much room for improvement. The list generated total revenue of R$54 million—R$30 million from physical stores and R$24 million online—highlighting how strategically important this tool is. Even though it is not Havan's main product, the Gift List stands out in the market as one of the best-selling products in this segment. This is due to our extensive network of branches and strong digital presence. For perspective, our main competitor in the gift list segment achieved R$33 million in revenue at its peak in 2023, underscoring our product's relevance and efficiency.

Home page of the old Havan Gift List website

Addressing Key Pain Points

Using data from Clarity and a funnel created in Analytics, we focused on resolving the main issues with the list.

The friction points were primarily found in the guest's journey to complete their purchase. These included a lack of clear information hierarchy in the cart and insufficient payment method options.

However, the biggest pain point was in registering new hosts and creating new gift lists.

Funnel for creating new gift lists, notice that we had a 42.69% leakage on the “My Lists” page even after registering personal information, the customer did not finish registering a gift list, the reason is presented below.

In the old flow, hosts had to go through five screens to complete their registration—a complicated process for what should have been simple. On the fourth screen, it wasn’t clear that users needed to click on "Create List" to proceed. Afterward, another screen appeared requesting additional information before completing registration. This caused significant user drop-off in our funnel, as shown in the image above.

The image above shows the old Gift List interface and the 5 steps that the customer had to go through to complete the registration.

To address this major friction point, we streamlined registration. Customers registering on the site for the first time no longer encounter intermediate pages that distract from creating a new gift list.

Current screens for registering a new gift list, now we will have 3 steps to complete the registration.

Boosting Performance

We not only made advancements in design and usability but also achieved significant improvements in performance. This directly impacts user experience, site speed, and even SEO, which helps make our site more visible in search results. Additionally, we enhanced accessibility, making the site easier to use for everyone.

Google PageSpeed ​​scores, comparing numbers from the old list and new gift list.

Our development team put tremendous effort into improving site loading times and overall performance, which contributed significantly to our SEO positioning. The Gift List now ranks as one of the top results when users search for gift lists on Google, demonstrating the effectiveness of our performance optimizations combined with our strategic improvements.

We employed various technologies to improve site performance. Initially, we were concerned about Havan's extensive catalog of over 350,000 items. This volume created a heavy load that could worsen with the new design. However, through careful planning and leveraging cutting-edge technologies, we managed to optimize performance efficiently and securely.

We also improved customer login by unifying credentials across our different platforms. Now, Havan customers can use the same login credentials across the website, app, and gift list platform—making everything simpler and more efficient.

Cart and Checkout payment of the new Havan gift list.

Beyond the initial redesign, we implemented several additional enhancements that directly impacted performance from June 2024 to June 2025:

• New Category Pages: Designed to facilitate item additions to host lists, making the browsing experience more intuitive and efficient

• New Product Cards: Aligned with Havan.com's design standards, creating visual consistency across all platforms

• Enhanced Header Navigation: Improved navigation for both user types (hosts and guests), reducing friction in the user journey

• Optimized List Pages: Implemented cognitive biases to convert guests, utilizing psychological triggers such as scarcity and temporal scarcity to drive purchase decisions

• Data-Driven Page Adjustments: Made targeted improvements based on user behavior analysis using Clarity, ensuring our changes were backed by real user data

Results & Conclusion

Measurable Impact and Results

The results speak for themselves. Our organic growth strategy—without paid traffic or advertising campaigns—demonstrates the effectiveness of our UX improvements. All traffic comes through organic channels, as evidenced by our channel analysis data.

Table with monthly data on customer acquisition channels

These improvements have had a significant impact on our metrics: in 2023, we had 39,118 sign-ups via the website, with 79.57% of users adding items to their lists. In 2024, we reached 70,252 sign-ups and pushed the item-addition rate to 80.57%. This strong pace continued in 2025, where, in the first seven months, we jumped from 27,450 sign-ups in 2024 to 32,906 in 2025—a growth of 19.9%—which translates into a potential ROI of R$ 9.4 million (the difference in sign-ups minus an 18% drop-off, multiplied by R$ 2,100 ARPU).

Most importantly, our revenue grew by 42% year over year, making it clear that our UX improvements directly translate to business growth, all without spending a single real on paid traffic.

We also tackled a major leak of 42.69% on the “My Lists” page, bringing it down to 34.19%—an improvement of 8.5 percentage points that recovered around 2,796 users, proving that our UX optimizations deliver real business results.

Graphs showing revenue data for the first half of 2025 compared to the months of the first half of 2024.

Conclusion

The update to Havan's Gift List was guided by user feedback and a need to improve efficiency and usability. With a more modern and intuitive design alongside significant performance enhancements, we made the customer experience smoother and more enjoyable. The unified login further simplified our customers' lives by providing a more cohesive experience.

These changes have yielded exceptional results: a 19.9% increase in registrations year-over-year, 42% revenue growth, and improved conversion rates for items added to lists. Importantly, all growth was achieved organically without paid advertising, proving that thoughtful UX design directly impacts business outcomes.

The success of this project was made possible thanks to the dedicated collaborative work of our entire team, with special recognition to our development team's commitment to performance optimization. We would like to thank everyone who contributed to this success: Bruna Fischer, Filipe Adrio, Vanessa Trombin, Ylan Dahan, Guilherme João, Lavinea Sens, Mateus Henrique, Catarina Sophia, and Emilio Moreira. Our teamwork was essential in overcoming challenges and achieving these results.