Bridget Pivac - Senior UX/UI designer

Sell and redeem Gift cards

2021

Overview — Due to high demand, we launched gift card sales and redemption for small to mid-sized business owners. Gift cards boost revenue, enhance loyalty, reduce attrition, and attract new customers. Research shows 65% of shoppers spend 38% more than the card’s value.

My role—At Zettle I was the Design Area Lead and managed 5 design teams. In this project: Lead designer

Responsibilities— Led strategy for project, discovery with current retailers, structured & ran user interviews, concept development of product and payment structure, User flows, wireframes, UI design (with product designer), facilitated design sprints.

Collaborators—Cross-functional team of backend, frontend, ios, android devs; product manager, product designer, agile coach. Other departments working with tax and payment methods.

Gift card as a payment method in the mobile sales app

The challenge

Gift cards needed easy integration for tax and bookkeeping while saving retailers time. A simple onboarding was required that also allowed a flexible workflow for retailers to sell and redeem cards of their preferred format (plastic cards, custom paper, gift card code on receipt, or email).

The challenge was creating a solution for all of the different use cases and make it financially viable to purchase this feature as an add-on to their current setup.

Discovery phase

Many retailers had their own workarounds for selling gift cards. A large part of the discovery research was to understand these varying implementations and the needs behind them, in order to create a more general feature set that worked for all users.

Persona based on user interviews

User journey map from awareness to onboarding to expert.

User interviews

I conducted several iterations in Sweden and the UK. The main focus was to understand their current workarounds.

Usability testing

I ran remote and in-person testing with prototype variations on gift card setup.

Wireframes and UI

Wireframes of various states and devices, plus final UI of app and backoffice tool touchpoints

Iteration with Design Sprint

I led a design sprint with the development team and company experts

Solution for pricing

I developed the product subscription model after user interviews and argued for it with the product and sales departments. Splitting the feature requirements into a basic set for the freemium model and more advanced features for a premium model. This encouraged smaller retailers, particularly those who were already using a workaround, to set up this feature and become tax compliant. In contrast, more ambitious and larger retailers could purchase the feature including the auto generation of gift card codes for a professional plastic card setup.

Solution for design

Onboarding: To move retailers from awareness of the feature to expert users, we created a simple three step flow to add the feature on to their setup. This was followed by three popups explainging how it works.

The copy was tested multiple times internally and externally to ensure the process was as understandable as possible.

Takeaway

Design sprints offer a powerful means to unite the team, align everyone's efforts, and generate enthusiasm for rapid collaboration. However, it's crucial to adapt the sprint format to suit the unique requirements of each problem we aim to solve.

Highlight

Revamping the payment structure of the feature in response to user feedback.