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Project

Wix Gift Card

high fidelity

Wix acquisition

In July 2021, amidst the COVID-19 pandemic and its significant impact on the eCommerce industry, Wix recognized the need for a robust gift card solution to leverage the upcoming holiday season's potential.

To achieve this, they decided to acquire Rise.ai, the company I work for, which was known for its powerful gift card platform, exceptional team, and profitable business model.

Issues with Current
User Experience

The existing solution relied on an external application, requiring users to independently find it in the app store.

The experience was divided into three steps with very limited customization capabilities. This led to a buggy, cumbersome, off-brand user experience that was challenging to personalize or adjust. Moreover, the final step included a checkout screen, adding complexity to the process, potentially leading to user churn.
gift card research
Previous gift card solution - step 1

Main challenges

Create a native solution as an external company
Develop a seamless integration of the gift card solution directly within the Wix platform to eliminate the fragmented user experience of relying on an external application.

Balancing customization and simplicity
Design an intuitive and flexible user interface that allows for easy customization while maintaining simplicity, addressing the limitations of the previous solution.

Rapid development and alignment with stakeholders
Execute rapid development to meet tight schedules and align with diverse stakeholder expectations, ensuring the solution meets all business and user requirements.

Competitor research
and analysis

Based on our deep understanding of the gift card market as the top solution on the largest eCommerce platform, and considering the existing solution, our research focused primarily on analyzing user tickets and conducting further competitor analysis.

Given our extensive research and the tight schedule, we developed a product requirements deck to initiate the wireframe process and align all stakeholders.
tickets, existing image, competitors, deck
A small glimpse into the research process

Starting the Design Process

After consolidating the insights from our research, I began working on the initial design. The gift card feature was divided into two key areas: the Wix editor, responsible for product design and appearance on the website, and the business manager, focused on configuring business-related details. Each area has its unique logic and design system.

To initiate discussions around the new feature, I designed initial wireframes to efficiently facilitate collaboration and gather feedback.
wireframes
Exploring gift card product possibilities
wireframes
Testing gift card variable table

The final result

After countless rounds of discussions, iterations, and rigorous internal user testing sessions, we arrived at a sleek and intuitive user experience. This final design solution is crafted to be easily set up and effectively meets the demands of our customers.
high fidelity
The new product page (buy for someone else)
high fidelity
The new product page (buy for myself)

Outcome and
Impact

The introduction of the new product brought significant improvements in user engagement and satisfaction. Users found the new interface intuitive and easy to navigate, enhancing their overall experience from the start. This positive reception was reflected in an increasing number of paying stores and a significant decrease in complaints.

Reflection and Learnings

This project has been an incredible rollercoaster, offering immense learning opportunities in a short span of time.

I navigated complex challenges, from localization and accessibility considerations to managing a large-scale project with numerous stakeholders.

Throughout this journey, I quickly onboarded onto a new design system, collaborated with unfamiliar roles, and adapted swiftly to dynamic situations.

The project stands as a testament to what can be accomplished with the right mindset and a dedicated team. It showcased our ability to deliver outstanding results quickly and set a new benchmark for success within the organization.

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