Apple Gift Card
Project overview
Apple gift card is a brand new gift card that allows customers to purchase anything in the Apple ecosystem. I worked with the gift card design team to create a better product that gives users a smoother purchasing experience and also helps the company grow profits.
Our team primarily focused on reducing fractions in the gift card buy flow, both on desktop and mobile, while maintaining the Apple brand image by creating the same look and feel with other Apple products.
Tool
Photoshop
Sketch
Principle
Role
Interactive Designer
Method
Heuristic Report
Competitor Research
Flower chat
Wireframe
Prototype
Timeline
July - November
2019
Type
Group Project
The problems
Over the past five years, Apple gift card has become primarily self-use instead of gifting and become less popular in the market. And most customers are unaware of what they can get with the card.
#7
iTunes Gift Card was ranked #7 in the US in 2019. This is a significant drop considering it was the most popular gift card in 2008.
30%
Less 1/3 of customers know they can use the gift card to pay in apps, or get Apple digital service like Apple Music, iCloud etc..
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Combine two Apple's gift cards into one
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Streamline the purchase experience through Apple Online Store and Apple Store App
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Integrate gift card redemption and usage into Apple ecosystem
The solutions
Project Summary
Design Process
Design Considerations
📲
Scalability
🗺
Localization
🧐
Adaptability
💼
B2B Application
Accessibility
Design Challenges
-
Tell a complex story throughout the buy flow in a light and educational way
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Find a workaround for the platform constraints
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Integrated the design with other ongoing projects without compromising confidentiality
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Unexpected changes on project scope
Design Deliverables
Apple Online Store
I worked with the design team to create a new purchasing experience for the Apple Gift Card, including marketing page, redemption page, product landing page, checkout process, and all the way to momentum page. Those design solutions can be found here through Desktop and Mobile Optimized Web.
Apple Store App
Based on the design strategies implemented on Apple Online Store, I worked with the team to translate the online experience into the mobile app world. In the Apple Store App, the purchasing experience servers the same function as web, but also echoes with other Apple native apps.
Direct Message
To ensure our users a comprehensive experience, I also worked with the team to deliver design solutions and strategies on the email communication for both gift card senders and recipients. Those direct messages provide users with a complete purchase circle and entry point to the redemption flow.
Key Features
Amount Entry in Mobile
I led the experience design on entering a gift card amount in the Apple Store App. I conducted a heuristic report on the amount entry experience of the old gift card and other amount entry behaviors in the Apple native apps. I also presented a competitive analysis by comparing those experience with the leading gift cards in the US, in order to see what they are offering and how well they are doing it.
Here is a prototype I created to visualize my design solutions for the engineering team. I used selectors on common-used amount for quick selection, and used a selectors-style entry field for customized amount.
Of course, there were other explorations for the solutions.
Customize Gift Message
I teamed up with another designer, working on the customized gift message feature. To ensure the feature works well across different platforms, we tailored the design based on the context and design system where they live.
