Making Bulk Gift Cards Simple, Transparent, and Trustworthy for Businesses.

Overview

GiftCardGranny helps businesses purchase bulk gift cards for employees, clients, and promotions. The site offers businesses gift cards for corporate rewards and incentives; however, business users experienced friction in understanding the product offerings, associated costs, and order workflows. Conversion rates have cooled off, and we’re seeing a downturn; support inquiries have returned to high levels, and mobile experiences were suboptimal.

Goal: Redesign this business gift card experience by increasing clarity, reducing friction, improving trust, and ultimately increasing quote requests and order conversions.

Company:
Wolfe, LLC

Role:
Senior Product Designer

Project Type:
UX / UI Redesign, Heuristic Evaluation, Conversion Optimization

Tools Used: 

  • Nielsen’s 10 Usability Heuristics
  • User Journey Mapping
  • Fullstory Heatmaps
  • GA4
  • Figma
  • Zendesk

Project challenges

  • Business users could not easily distinguish between digital and physical card offerings.
  • Pricing, minimum order quantities, and delivery timelines were not immediately clear.
  • Long or complex builds and form inquiries caused high drop-off rates.
  • Support inquiries were frequent due to confusion about errors, card balance issues, and order processes.
  • Mobile UX was inconsistent, and CTAs were not prominent enough.

Objectives

  • Provide clarity and transparency around ordering, pricing, and order processing.
  • Establish trust and credibility with enterprise buyers.
  • Create a guided, step-by-step flow that reduces friction.
  • Improve efficiency for repeat users with streamlined tools.
  • Align the design with Nielsen’s 10 Usability Heuristics to ensure a user-centered experience.

Step One: Discover

Strategy and process

Heuristic Evaluation: Conducted a review using usability heuristics, identifying gaps in visibility, consistency, and error prevention.

Behavioral Observation: Full Story was instrumental in determining the users’ exploration and interaction patterns. This allowed me to adjust the designs by seeing the heat and journey mapping.

User Sentiment: Utilizing Zendesk, we set out to review where the gaps are in the communication of the products offered, and how users are perceiving the build process. 

Behavioral Observations
User Heatmapping

Step Two: Define

Redesign approach

  1. Clarify CTAs: Consolidated vague prompts into a consistent, specific call to action (“Request a business account”), and decrease internal language (Plastic or Digital). 
  2. Visualize the Process: Reduce and introduce a clear 5-step order journey.
  3. Trust Building: Integrated business case studies, testimonials, client logos, and security assurances.
  4. Content Simplification: Reduced redundant sections and introduced accordion FAQs.
  5. Flexibility Enhancements: Proposed business accounts with saved preferences and quick reorder features.

Step Three: Design & Iterate

Deliverable

  • High-fidelity UI mockups for desktop and mobile.
  • Hero section redesign with a bold value proposition and single CTA for quick builds.
  • Step-by-step process flow visualization.
  • Trust section featuring testimonials, logos, and security badges.
  • Mobile-first responsive layout with sticky footer CTA.

Deliverable (Future)

  • Redesigned “Business Gift Cards” page with clear product summaries, pricing info, and CTA placement.
  • Streamline quote/order form with conditional logic and inline validation.
  • Provide pricing transparency by adding an interactive calculator and a tiered pricing table.
  • Update help documentation and business-specific FAQ section.
  • Analytics tracking plan in GA4 for conversion, scroll, and form completion metrics. 

Step Four: Deliver & Launch

Outcomes and impact

The MVP was to quickly develop and design a landing page that would facilitate a multitude of needs. This led to major impacts on usability and recall issues. 

  • Increased conversion rates through simplified CTAs and transparent pricing.
  • Faster decision-making for business buyers with clear process visualization.
  • Stronger credibility with added trust elements.
  • Improved repeat usage with business account functionality.
  • Reduced abandonment by lowering cognitive load and clarifying next steps

Key takeaways

  • Aligning with usability heuristics uncovers friction points that impact business decisions.
  • Transparency and trust are critical for enterprise sales.
  • Streamlining CTAs and information hierarchy reduces user confusion.
  • Supporting both first-time and repeat buyers maximizes long-term value.

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