Summary

Gift Card Granny is one of the largest gift card websites with over 13.9 million visitors a year. Successful as an aggregator for reselling discount gift cards for ten years, in 2019 the business model was transitioning to selling discounted gift card inventory direct from more than 300 brands like Starbucks, Walmart, Uber, Home Depot and Visa. In order to make the transition, the website needed a more refined look, voice and functionality to appeal to brand partners and consumers.

 
granny-home.jpg

My Role

I led UX, UI and strategy for the project.

THE APPROACH

When auditing the site, we found Frankenstein’s monster: over the years, the site had become a mishmash of 42 text styles, 14 button styles, 62 colors (13 shades of gray alone)…

With that in mind, we agreed the priority was to focus on creating a design system of reusable components that would:

  • Eliminate inconsistency

  • Create better user experiences

  • Speed up the design and development processes

 

BRAND GUIDELINES

New logo, colors, font, elements, imaging and tone were the start of the rebranding process.

Having a defined set of guidelines was key to the immediate processes of rebranding, but also serve as a ‘source of truth’ going forward.

granny-branding.png
 

Wireframes

I created responsive wireframes for the site in three tiers:

  • Tier 1 included the most visible and most visited pages on the website (home page, check out, shopping cart, etc.).

  • Tier 2 were pages that did not necessarily lead to conversions, but were still important (sign up/log in, account section, help, etc.)

  • Tier 3 were pages that existed primarily for SEO or legal purposes (blogs, press, reviews, terms of use, etc.)

View the prototype:

https://xd.adobe.com/view/32bd2bc0-996c-45c5-6b66-119b66837bf2-448c/grid

Results

Once we had the reusable components created, we were able to move faster, communicate better and ultimately increase the speed at which products are updated and released. The rebranded site has been well-received by top brands who are now offering their gift cards on Gift Card Granny and consumers.

162.07%

Revenue increase

202.15%

eCommerce conversion rate increase

20.34%

Cart abandonment rate decrease