Overview
Role: UX/UI Designer
Industry: FinTech / Consumer
Platform: Mobile (iOS & Android)
Responsibilities:
UX/UI Design
Information Architecture
Wireframing
Prototyping
Visual Design
Challenge
GiftJet is a mobile application that allows users to purchase and send customizable digital Visa gift cards.
The existing prototype included the core functionality but lacked a cohesive user experience. Navigation, content organization, and several key flows needed refinement before development. My role was to redesign the application and create a more intuitive experience for both senders and recipients.
Product Evaluation
I reviewed the existing prototype and evaluated the primary user flows to identify opportunities for improvement. The evaluation focused on navigation, information hierarchy, consistency, and the overall purchase experience.
Key Findings & Solutions
Simplifying Navigation
Insight
Navigation made it difficult to move between the app's primary features.
Solution
I reorganized the app into four primary sections: Home, Cards, Cart, and Profile.
Redesigning the Dashboard
Insight
The home screen didn't prioritize the actions users were most likely to take.
Solution
I redesigned the dashboard to highlight creating a new gift card, recently sent gifts, and common gifting occasions.
Improving the Purchase Flow
Insight
Purchasing a gift card required unnecessary navigation and lacked a clear progression.
Solution
I reorganized the flow to better guide users from selecting a card through purchase and delivery.
Refining the Recipient Experience
Insight
Recipients received limited guidance after receiving a digital gift card.
Solution
I redesigned the redemption flow and simplified the messaging to clearly explain how to claim and use the gift.
Outcome
The redesign established a more cohesive product experience by improving navigation, simplifying key user flows, and creating a consistent interface across the application. The updated prototype provided a stronger foundation for future development.
Reflection
This project reinforced the importance of designing complete user journeys rather than individual screens. Small improvements to navigation, content hierarchy, and user flows resulted in a more cohesive experience across the application.
