Tweak is an online gift store where a consumer can shop for artistic, witty and unique gifts. The company goal is to provide happiness to customers through gifts and a fun shopping experience.
These type of products are emotion-based purchases as
opposed to needs-based, where visually appealing representation is very important to the user.
However, the experience of the site does not fulfill the users’ expectation. The visual design of the site is not appealing which leads to a lack of engagement, adoption, and retention rate.