1) As I knew users purchase primarily through desktops, and that the design was going to be a website, I had the luxury of fitting the primary functions of the apps on the one main log-in screen; the user profile.
2) I knew I wanted dialogue boxes to appear rather than new pages to load so I could keep the user on the main page. As "telling" someone what they should or shouldn't buy as a gift can be off-putting enough, if there was a large learning curve in navigating the features, it would be hard to convince users to stay and use the application.
3) To differentiate the from competitors, I wanted to play up the personalized and inviting style. I did this by encouraging users during onboarding to write a quick blurb about themselves, upload a user photo, and state that they are only searchable via their email or phone.
4) To increase the chances of the users engaging with the parts of the site that promote sustainability, I placed those actions at the top of the page, closest to the required actions of each feature.