02 / 06
Seamless Gift Card Management
+330%
Engagement
Three siloed platforms. Three different logins. Three different experiences. Members were giving up before they ever used their gift cards.
AMA's gift card ecosystem had grown organically over years — a purchasing platform here, a management portal there, a redemption flow somewhere else entirely. Members couldn't see their balances, transfer between cards, or buy new ones without jumping between disconnected systems. The fragmentation was costing the business in abandoned carts and support calls, while delivering a frustrating experience that felt anything but premium.
My mandate: Unify three separate systems into one intuitive in-app ecosystem that members would actually enjoy using.
"The platforms weren't broken individually — the problem was that nobody had designed the space between them. The gaps were where members fell through."
Mapped all three platforms end-to-end, identifying duplicate flows, disconnected data states, and the exact moments users abandoned.
Built cross-platform service blueprints to reveal the full member journey — from gift giving to redemption — and where it fell apart.
Designed a single information architecture that housed all gift card states — active, gifted, redeemed — in one cohesive view.
High-fidelity prototypes tested with members across gift-giving scenarios — from birthdays to business rewards programs.
The unified Gift Card hub inside the AMA app brought purchasing, management, and redemption under one roof. Members could check balances, send e-gift cards directly to contacts, view transaction history, and redeem at checkout — all without leaving the app or re-authenticating.
Key design decisions: A persistent wallet-style card view made balances instantly visible. Smart gifting flows pre-populated recipient details from contacts. Push notifications reminded members of unused balances, recovering revenue that previously leaked silently.
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