GIFTBEE recipient experience | responsive web app
Multi Gift Redemption Flow for Giftbee
Redesigned Giftbee’s redemption flow to support multi-item checkout, allowing users to split gift value across multiple brands and denominations, with both full and partial redemption while preserving existing backend logic and minimizing engineering risk.
Redesigned Giftbee’s redemption flow to support multi-item checkout, allowing users to split gift value across multiple brands and denominations, with both full and partial redemption while preserving existing backend logic and minimizing engineering risk.
Redesigned Giftbee’s redemption flow to support multi-item checkout, allowing users to split gift value across multiple brands and denominations, with both full and partial redemption while preserving existing backend logic and minimizing engineering risk.
Context
Context
Context
Giftbee’s redemption flow allowed only one item per transaction, forcing users to:
Redeem the entire balance at once
Abandon the flow when preferred brands didn’t match exact denominations
Feel rushed, restricted, or “stuck” especially as guest users
This showed up clearly in:
21% drop-off during redemption sessions
NPS feedback citing limited choice and confusing redemption
Repeated “u-turn” behaviour where users left and re-entered the flow
Giftbee’s redemption flow allowed only one item per transaction, forcing users to:
Redeem the entire balance at once
Abandon the flow when preferred brands didn’t match exact denominations
Feel rushed, restricted, or “stuck” especially as guest users
This showed up clearly in:
21% drop-off during redemption sessions
NPS feedback citing limited choice and confusing redemption
Repeated “u-turn” behaviour where users left and re-entered the flow
Giftbee’s redemption flow allowed only one item per transaction, forcing users to:
Redeem the entire balance at once
Abandon the flow when preferred brands didn’t match exact denominations
Feel rushed, restricted, or “stuck” especially as guest users
This showed up clearly in:
21% drop-off during redemption sessions
NPS feedback citing limited choice and confusing redemption
Repeated “u-turn” behaviour where users left and re-entered the flow
The Problem
The Problem
The Problem
How might we let users redeem gift value the way they actually want, across brands, in parts, at their own pace, without breaking existing backend logic or supplier constraints?
How might we let users redeem gift value the way they actually want, across brands, in parts, at their own pace, without breaking existing backend logic or supplier constraints?
How might we let users redeem gift value the way they actually want, across brands, in parts, at their own pace, without breaking existing backend logic or supplier constraints?
Who this was for
Who this was for
Who this was for
We saw distinct motivations across user groups:
Guest users
Wants:
Want quick, low-commitment redemption with minimal frictionFrictions:
Brand not found (denomination mismatch), forced full-value, trust issues, skepticism, delaysGiftbee account holders
Wants:
Want flexibility, balance building, control over timing, track historyFrictions:
One-item checkout, denomination mismatch (for low balance accounts), occasional password/reset frictionHigh gift value recipients
Wants:
Split value across brands/occasions, avoid spending all at onceFrictions:
Can’t split, can’t mix denominations, have to redeem the big amount at once over just one gift card
What I Designed
What I Designed
What I Designed
A multi-item cart system that works for both guest and registered users, without introducing new mental models for users or rewriting core backend logic:
A multi-item cart system that works for both guest and registered users, without introducing new mental models for users or rewriting core backend logic:
A multi-item cart system that works for both guest and registered users, without introducing new mental models for users or rewriting core backend logic:
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Add multiple gift cards (any valid denomination) to a single cart
Add multiple gift cards (any valid denomination) to a single cart
Add multiple gift cards (any valid denomination) to a single cart
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Split redemption - redeem some value now, save the rest for later
Split redemption - redeem some value now, save the rest for later
Split redemption - redeem some value now, save the rest for later
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Dynamic brand visibility based on total balance, not exact matches
Dynamic brand visibility based on total balance, not exact matches
Dynamic brand visibility based on total balance, not exact matches
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Clear confirmation of - What’s issued now, What’s still processing, What balance remains
Clear confirmation of - What’s issued now, What’s still processing, What balance remains
Clear confirmation of - What’s issued now, What’s still processing, What balance remains
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Multi - geography marketplace set up to support out global clients
Multi - geography marketplace set up to support out global clients
Multi - geography marketplace set up to support out global clients
Process snapshot
Process snapshot
Process snapshot
Identified redemption friction through research insights
Mapped guest vs registered user flows side-by-side
Identified friction points and edge cases
Designed flows and cart logic around balance visibility and clarity
Iterated with engineering to extend capability without rewriting systems
Shipped incrementally in collaboration with engineering
Identified redemption friction through research insights
Mapped guest vs registered user flows side-by-side
Identified friction points and edge cases
Designed flows and cart logic around balance visibility and clarity
Iterated with engineering to extend capability without rewriting systems
Shipped incrementally in collaboration with engineering
Identified redemption friction through research insights
Mapped guest vs registered user flows side-by-side
Identified friction points and edge cases
Designed flows and cart logic around balance visibility and clarity
Iterated with engineering to extend capability without rewriting systems
Shipped incrementally in collaboration with engineering
Scale & Impact of this project
Scale & Impact of this project
Scale & Impact of this project
60+
Screens designed
across guest checkout, registered user flows, edge cases, and some changes to existing screens
Australia: 153 (focus of this case study); USA: 152
Just 3
Iteration rounds
Iteration rounds
Refined through internal discussions & feedback
Australia: 153 (focus of this case study); USA: 152
5
User flows mapped
User flows mapped
Designed flows → tested assumptions → refined interactions
Australia: 153 (focus of this case study); USA: 152
Success Metrics that we are looking for
Increased redemption completion rate than the current rate of 71%
Increased redemption completion rate than the current rate of 71%
Increased redemption completion rate than the current rate of 71%
Increase in conversion rate of guest users
Increase in conversion rate of guest users
Increase in conversion rate of guest users
Higher Net Promoter Score than the current score in 40s
Higher Net Promoter Score than the current score in 40s
Higher Net Promoter Score than the current score in 40s
Qualitative feedback around “choice” and “control”
Qualitative feedback around “choice” and “control”
Qualitative feedback around “choice” and “control”
Impact & why this mattered
Impact & why this mattered
Impact & why this mattered
①
①
Restoring control to Recipients:
Restoring control to Recipients:
Restoring control to Recipients:
Restored control over gift value by enabling partial, multi-brand redemption, reducing pressure and making redemption feel flexible and personal.
Restored control over gift value by enabling partial, multi-brand redemption, reducing pressure and making redemption feel flexible and personal.
Restored control over gift value by enabling partial, multi-brand redemption, reducing pressure and making redemption feel flexible and personal.
②
②
Business & Platform Impact:
Business & Platform Impact:
Business & Platform Impact:
Designed to increase redemption rates, trust, and retention by removing denomination barriers and positioning Giftbee as a recipient-first platform.
Designed to increase redemption rates, trust, and retention by removing denomination barriers and positioning Giftbee as a recipient-first platform.
Designed to increase redemption rates, trust, and retention by removing denomination barriers and positioning Giftbee as a recipient-first platform.
③
③
Extending Giftbee’s Mission:
Extending Giftbee’s Mission:
Extending Giftbee’s Mission:
Directly supported Giftbee’s goal of better gifting and less waste by maximising value usage and reducing unredeemed gifts.
Directly supported Giftbee’s goal of better gifting and less waste by maximising value usage and reducing unredeemed gifts.
Directly supported Giftbee’s goal of better gifting and less waste by maximising value usage and reducing unredeemed gifts.
④
④
Market Differentiation:
Market Differentiation:
Market Differentiation:
Strengthened Giftbee’s position as one of Australia’s most flexible digital gifting platforms, even without mandatory sign-up.
Strengthened Giftbee’s position as one of Australia’s most flexible digital gifting platforms, even without mandatory sign-up.
Strengthened Giftbee’s position as one of Australia’s most flexible digital gifting platforms, even without mandatory sign-up.
This work addressed a key limitation in Giftbee’s redemption flow: single-item checkout. The challenge was to introduce multi-item, flexible redemption while preserving existing backend logic and keeping the experience simple for both guest and registered users.
Explore selected screens below:
This work addressed a key limitation in Giftbee’s redemption flow: single-item checkout. The challenge was to introduce multi-item, flexible redemption while preserving existing backend logic and keeping the experience simple for both guest and registered users.
Explore selected screens below:
This work addressed a key limitation in Giftbee’s redemption flow: single-item checkout. The challenge was to introduce multi-item, flexible redemption while preserving existing backend logic and keeping the experience simple for both guest and registered users.
Explore selected screens below:
Before: Only exact-denomination gift cards were shown and checkout was limited to a single item.
After: Multi-item carts allow users to split value across brands, with balance updating dynamically.
Before: Only exact-denomination gift cards were shown and checkout was limited to a single item.
After: Multi-item carts allow users to split value across brands, with balance updating dynamically.
Before: Only exact-denomination gift cards were shown and checkout was limited to a single item.
After: Multi-item carts allow users to split value across brands, with balance updating dynamically.
Before vs after: Moving from single-item redemption to a cart-based flow with split redemption, quantity control, and remaining balance tracking.
Before vs after: Moving from single-item redemption to a cart-based flow with split redemption, quantity control, and remaining balance tracking.
Before vs after: Moving from single-item redemption to a cart-based flow with split redemption, quantity control, and remaining balance tracking.
Before vs after: From a single issued gift card to multiple gift cards with remaining balance preserved for future redemption.
Before vs after: From a single issued gift card to multiple gift cards with remaining balance preserved for future redemption.
Before vs after: From a single issued gift card to multiple gift cards with remaining balance preserved for future redemption.