Role:
Senior UX Designer

Client:
Blackhawk Network

The Opportunity:
How might we transform Giftcards.com from a transactional marketplace into a platform that helps people build stronger relationships through thoughtful gifting?

Rethinking the Digital Gifting Experience:

Giftcards.com, a consumer brand within Blackhawk Network, had an opportunity to evolve beyond a traditional gift card marketplace. Rather than focusing solely on purchasing and sending gift cards, I explored how the platform could become a more meaningful part of the gifting experience.

In early 2021, I developed and presented a product vision that introduced several new concepts for the business. The experience centered around helping customers create more thoughtful and lasting connections through gifting by allowing them to:

• Combine multiple brands onto a single gift card for greater flexibility.
• Schedule gift cards to be delivered automatically each year for recurring occasions.
• Receive reminders for birthdays, anniversaries, holidays, and other important milestones, making it easier to never miss an opportunity to celebrate.

These concepts represented a significant shift in how the organization approached digital gifting. Rather than designing for a single transaction, the experience encouraged ongoing engagement, personalization, and long-term customer relationships.