Year
2023-24
Scope Of Work
User Flow
UI Design
Prototyping
Entered the project with designs partially approved
Joining the project mid-cycle, I observed designs that, unfortunately, didn't align with my vision for user experience. Taking initiative, I conducted thorough research to identify user frustrations and pain points, ultimately creating a new application design that addressed these issues and offered a smoother, more satisfying experience.
The YOUGotaGift application serves as a one-stop solution for both B2C and B2B customers. Users access the app to redeem eGift cards they receive or send, making it an essential part of their overall user journey. If users cannot use or access their eGift cards easily, the journey abruptly ends, highlighting the critical need for a well-optimized application.
TL;DR
When I joined mid-revamp, I realized the existing designs didn’t solve the core user frustrations. I led a quick redesign based on research and usability insights to ensure the final product delivered a seamless and meaningful experience.
I conducted one on one user interviews with my friends and family members to know what frustrations they might feel and what solutions they might be expecting from the application. Some of them are listed below.
❌ Difficult Brand Discovery
Users find it difficult to discover and understand available brands associated with the app, hindering their choice of eGift cards.
❌ No Category Segregation
Lack of eGift card categorization makes browsing cumbersome, forcing users to rely on external searches.
❌ Overwhelming UI
Inconsistent use of whitespace and information density across screens creates user confusion and overwhelm.
❌ What is HappyCredits?
The purpose and functionality of HappyCredits are unclear, leading to user confusion and lack of engagement.
User interviews revealed issues with discoverability, navigation, and feature clarity. Many users also didn’t know which brands or eGift cards were available.
To create more awareness, I added Categories & Occasions which are dynamic according to the regions and it will help the users to pick the eGift card quickly depending on the likes of the receiver
Introduction of Popular Brands:
As part of solution, now users can search for brands or look for the Popular brands section and select their favourite brand’s eGift card. Users can look for the brands associated in the case of Multi Brand eGift cards.
As part of solution, I sorted eGift cards by Categories & Occasions. Now users can look for the perfect gift by looking up for the occasion or the category of their choice.
The “Categories & Occasions” is visible at first look for the users so they can look up for the gift of their choice quickly.
This sorting will play a significant role in Brand Discovery as well.
To tackle that, I designed a Clean & Better UI which improved visual design and layout of the app's screens resulted in a more balanced and easily digestible user experience.
It involves simplifying the content on some screens, using whitespace more effectively, and ensuring that the most important information is prioritised and presented in a clear and intuitive way.
With the new revamped gift wallet, users can easily see HappyCredits & their gift cards at one glance. Usability testing ensured that now users are comfortable in understanding the use of HappyCredits and what potential it has.
Wallet screen has new interactions which ease up user’s tasks and they can perform functions quickly
This app revamp transformed a cluttered user interface (UI) into a streamlined and scalable design system. To ensure scalability, I implemented a series of key strategies:
✅ Centralised Design System
We stuck to a centralised library of components, styles, and guidelines. It kept everything consistent and makes updating easier across the board.
✅ Unified Design Tokens
A centralised system for colors, typography, spacing, and other design attributes ensured visual consistency and simplified design updates.
✅ Use of Components
Reusable UI elements were built, allowing for efficient layout creation and management across different screens and functionalities such as input fields, CTA's etc
View Prototype
Check out fully functional application prototype to view all the designs and user journeys
View Prototype
The main aim of the revamp was to create a better user experience for the users to personalise and purchase eGift cards with ease.
My redesign of the current application, showcased in a meticulous case study, unlocked significant user experience improvements and business value.
✅ Estimated conversion rate with this revamp
Presenting the case to stakeholders, I secured their strong support, with projected conversion rate increase of 35-40%.
✅ Several features and design decisions got picked
The stakeholders found the problems mentioned here as genuine and then decided to pick these solutions as part of the next phase of development.
Appreciation
After presenting to the stakeholders, I was appreciated for taking the initiative to lead the revamp independently. Later, I gained access to online analytics tools, which helped me uncover deeper pain points and refine the solution further.