The brief was to transform ASOS into a go-to destination for all aspects of gifting for the 20something demographic. This included providing inspiration, curated selections, self-gifting options, and fun games around Christmas. The result was a responsive unisex gift guide feature that allows you to shop by different edits that infuse personality, alongside the standard gifting categories. Edits included ‘Me, me, me’, ‘BFF’, ‘Secret Santa’ (affordable, fun), ‘Boyfriend’, and ‘Beauty’. User engagement was enhanced through an brief quiz leading to a dynamically updated page of 20 items refreshed weekly, and a three-tiered ‘how to gift-wrap’ series of videos.