Personal Area Ecosystem

Transforming Gift Card Chaos
into a Seamless Digital Management Experience

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The Challenge

Bridging the gap between
complex business logic and user clarity.

HappyGift manages a highly complex gift card system where "one size" never fits all. The lack of a centralized information hub created significant friction for both the business and its users.

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Key Issues Identified

Rules Fragmentation

Every card has a unique store list, varying redemption rules (Online vs. Physical POS), and different reloadability statuses.

Rules Fragmentation

Every card has a unique store list, varying redemption rules (Online vs. Physical POS), and different reloadability statuses.

Missing information

A significant "data gap" existed where users lacked access to critical card information (balances, expiry, and redemption locations), leading to high cognitive load and user drop-off.

Missing information

A significant "data gap" existed where users lacked access to critical card information (balances, expiry, and redemption locations), leading to high cognitive load and user drop-off.

Support Overload

The absence of self-service tools resulted in a high volume of repetitive support tickets regarding basic inquiries, draining company resources and slowing down response times for complex issues.

Research & Discovery

Leveraging 5 years of "on-the-ground" expertise.

Instead of isolated user testing, the research was based on 5 years in which I worked in the company and dealt with the sales department, the service department and the customers themselves - welfare and human resources managers.

I mapped the recurring friction points in the user journey and studied the competitors' systems. To characterize a system in the most accurate way that would help customers and also upgrade the company itself.

Strategic Foundations

Market & Competitive Benchmarking

Analyzed industry leaders to identify interaction standards.

By studying these established players, I identified market standards and high-performing interaction patterns to ensure our solution feels both familiar and superior.

Market & Competitive Benchmarking

Analyzed industry leaders to identify interaction standards.

By studying these established players, I identified market standards and high-performing interaction patterns to ensure our solution feels both familiar and superior.

Market & Competitive Benchmarking

Analyzed industry leaders to identify interaction standards.

By studying these established players, I identified market standards and high-performing interaction patterns to ensure our solution feels both familiar and superior.

Voice of the End User (via Customer Service)

I analyzed the most common support requests to identify the “hidden frictions.”

I found that many users were losing their gift cards or couldn’t remember whether or where they redeemed them, leading to expired cards and frustration.

Voice of the End User (via Customer Service)

I analyzed the most common support requests to identify the “hidden frictions.”

I found that many users were losing their gift cards or couldn’t remember whether or where they redeemed them, leading to expired cards and frustration.

Voice of the End User (via Customer Service)

I analyzed the most common support requests to identify the “hidden frictions.”

I found that many users were losing their gift cards or couldn’t remember whether or where they redeemed them, leading to expired cards and frustration.

Universal Accessibility (Sales Insights)

Feedback from the sales department revealed that our users are not just young tech-savvy workers, but also employees of different ages and education levels.

This requires reducing technical barriers and ensuring a seamless experience for all levels of digital literacy.

Universal Accessibility (Sales Insights)

Feedback from the sales department revealed that our users are not just young tech-savvy workers, but also employees of different ages and education levels.

This requires reducing technical barriers and ensuring a seamless experience for all levels of digital literacy.

Universal Accessibility (Sales Insights)

Feedback from the sales department revealed that our users are not just young tech-savvy workers, but also employees of different ages and education levels.

This requires reducing technical barriers and ensuring a seamless experience for all levels of digital literacy.

B2B Goal: Maximizing "Gift Realization"

Through interviews with HR Managers, I identified a critical pain point: The fear of "wasted budget."

HR leads need to ensure employees actually redeem their gifts to justify the investment.

B2B Goal: Maximizing "Gift Realization"

Through interviews with HR Managers, I identified a critical pain point: The fear of "wasted budget."

HR leads need to ensure employees actually redeem their gifts to justify the investment.

B2B Goal: Maximizing "Gift Realization"

Through interviews with HR Managers, I identified a critical pain point: The fear of "wasted budget."

HR leads need to ensure employees actually redeem their gifts to justify the investment.

Target Audience

B2B - HR & Welfare Managers

They seek "Industrial Quiet." Their goal is to provide a premium gift that doesn't generate technical complaints or employee frustration.

Pain Points

High volume of employee complaints.

Gift perceived as "hard to use" or "low-tech."

Goals

Increase employee satisfaction (CSAT).

Zero administrative overhead for gift distribution.

Needs

A reliable self-service portal for employees

A high-end product that reflects corporate quality

B2C: The End User (The Employee)

They are looking for transparency. Their goal is to maximize the value of their gift with ease, and for all information to be accessible.

Pain Points

Unknown balances and expiration dates.

Confusion regarding Online vs. POS redemption.

"Lost" value due to small leftover balances.

Goals

A single, transparent "Digital Wallet."

Quick, friction-less checkout at the register.

Needs

Maximize the financial value of every gift.

Consolidate the balance onto one card.

Visual Language & Design System

Balancing playfulness with financial reliability.

To bridge the gap between "Gifting" (Emotional) and "Money Management" (Functional), I developed a design system that feels approachable yet secure.

Brand colors:

EC0F7A

E75B2B

Completing the palette:

EC9F05

FF4E00

860945

FFFDFE

F9F9F9

F4F2F9

E7E4EF

93929E

7A7883

3D346D

261C58

Typography

Brand Font: Comforta

Aa Bold

Aa SemiBold

Aa Regular

Aliquip nostrud consequat Ut ea enim laboris ad quis ut ex exercitation ullamco commodo minim nisi veniam et Vestibulum curae.

Heading

32px, Bold

Text Font: Assistant

Aa Bold

Aa SemiBold

Aa Regular

Aliquip nostrud consequat Ut ea enim laboris ad quis ut ex exercitation ullamco commodo minim nisi veniam et Vestibulum curae.

Input Field Title

20px, SemiBold

Input Field

16px, Regular

Components

Icons

The Solution

The Command Center

Maximizing daily utility through a high-intent dashboard.

The Navigation Challenge

Problem:

High friction when managing multiple cards.

Solution:

Smart carousel for smooth transition between gift cards with real-time data.

The Navigation Challenge

Problem:

High friction when managing multiple cards.

Solution:

Smart carousel for smooth transition between gift cards with real-time data.

The Navigation Challenge

Problem:

High friction when managing multiple cards.

Solution:

Smart carousel for smooth transition between gift cards with real-time data.

Redemption options

Problem:

The company's gift cards have two different ways for redeeming the card, which mislead customers.

Solution:

Complete separation between the benefits club for cardholders and the chains where the card is physically redeemed at the checkout.

Redemption options

Problem:

The company's gift cards have two different ways for redeeming the card, which mislead customers.

Solution:

Complete separation between the benefits club for cardholders and the chains where the card is physically redeemed at the checkout.

Redemption options

Problem:

The company's gift cards have two different ways for redeeming the card, which mislead customers.

Solution:

Complete separation between the benefits club for cardholders and the chains where the card is physically redeemed at the checkout.

Missing information

Problem:

Support overload regarding gift card information.

Solution:

Contextual tabs for instant access to a list of networks that honor the card, redemption history, current balance and expiration.

Missing information

Problem:

Support overload regarding gift card information.

Solution:

Contextual tabs for instant access to a list of networks that honor the card, redemption history, current balance and expiration.

Missing information

Problem:

Support overload regarding gift card information.

Solution:

Contextual tabs for instant access to a list of networks that honor the card, redemption history, current balance and expiration.

The Conversion Pop-up

The "Hidden Feature" Challenge: Unlocking Existing Value

Customer loss

Problem:

Users are unaware of the company's uniqueness - there is an option to reuse one of HappyGift's gift card.

Solution:

Large and prominent button to encourage independent reloading of the gift card at a 15% discount. For customer retention. The customer sees in real time how much money he saves when performing the action.

Customer loss

Problem:

Users are unaware of the company's uniqueness - there is an option to reuse one of HappyGift's gift card.

Solution:

Large and prominent button to encourage independent reloading of the gift card at a 15% discount. For customer retention. The customer sees in real time how much money he saves when performing the action.

Customer loss

Problem:

Users are unaware of the company's uniqueness - there is an option to reuse one of HappyGift's gift card.

Solution:

Large and prominent button to encourage independent reloading of the gift card at a 15% discount. For customer retention. The customer sees in real time how much money he saves when performing the action.

Balance Consolidation Page

Solving "Balance Fatigue" through a seamless conversion journey.

Balance Consolidation

Problem:

Users holding multiple cards struggle to track their total funds or leverage small, scattered balances for larger purchases.

Solution:

Smart Balance Consolidation. A seamless journey that merges scattered balances into a single unified digital card, complete with a 15% reloadable bonus for future use.

Balance Consolidation

Problem:

Users holding multiple cards struggle to track their total funds or leverage small, scattered balances for larger purchases.

Solution:

Smart Balance Consolidation. A seamless journey that merges scattered balances into a single unified digital card, complete with a 15% reloadable bonus for future use.

Balance Consolidation

Problem:

Users holding multiple cards struggle to track their total funds or leverage small, scattered balances for larger purchases.

Solution:

Smart Balance Consolidation. A seamless journey that merges scattered balances into a single unified digital card, complete with a 15% reloadable bonus for future use.

Benefits Page

Centralizing third-party perks into a "Single Source of Truth."

Third-Party Benefits Hub

Problem:

Digital clutter and loss of value. Third-party benefits (pizza, movies, spa) often get lost in endless SMS or email threads, leading to expired vouchers and a flood of service calls about benefits status and information.

Solution:

Centralized Benefit Management. A dedicated hub that aggregates all digital vouchers in one place. Users can instantly track redemption status, monitor expiry, and copy codes with one tap, ensuring they never miss out on a benefit.

Third-Party Benefits Hub

Problem:

Solution:

Centralized Benefit Management. A dedicated hub that aggregates all digital vouchers in one place. Users can instantly track redemption status, monitor expiry, and copy codes with one tap, ensuring they never miss out on a benefit.

Third-Party Benefits Hub

Problem:

Solution:

Centralized Benefit Management. A dedicated hub that aggregates all digital vouchers in one place. Users can instantly track redemption status, monitor expiry, and copy codes with one tap, ensuring they never miss out on a benefit.

Reflection & Design Goals

For many users, receiving a gift card gets lost very quickly, whether it was received physically or digitally.

My goal was to create a single personal area for HappyGift cardholders. Where the users can save and see all the information about the gift cards they received.

Impact

B2C Autonomy: Empowering users to manage their gifts independently, ensuring they always know exactly what they have and how to use them.

Operational Ease: Reducing the number of repeated support calls by making essential card data (balance, expiration, and usage) instantly accessible.

B2B Reliability: Providing confidence to HR managers that their employees receive a professional and user-friendly tool that ensures that the gifts they funded are actually seen and enjoyed.

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Rotem Simhy

UX/UI Designer

Contact me

Rotem3121@gmail.com

+972 50 357 2425

See my work

HappyGift - Personal Area

Keep exploring

Rotem Simhy

UX/UI Designer

Contact me

Rotem3121@gmail.com

+972 50 357 2425

See my work

HappyGift - Personal Area

Keep exploring

Rotem Simhy

UX/UI Designer

Contact me

Rotem3121@gmail.com

+972 50 357 2425

See my work

HappyGift - Personal Area

Keep exploring

Personal Area Ecosystem

Personal Area Ecosystem

Personal Area Ecosystem

Transforming Gift Card Chaosinto a Seamless Digital Management Experience

The Challenge

Bridging the gap betweencomplex business logic and user clarity.

Bridging the gap betweencomplex business logic and user clarity.

HappyGift manages a highly complex gift card system where "one size" never fits all. The lack of a centralized information hub created significant friction for both the business and its users.

HappyGift manages a highly complex gift card system where "one size" never fits all. The lack of a centralized information hub created significant friction for both the business and its users.

HappyGift manages a highly complex gift card system where "one size" never fits all. The lack of a centralized information hub created significant friction for both the business and its users.

Key Issues Identified

Rules Fragmentation

Every card has a unique store list, varying redemption rules (Online vs. Physical POS), and different reloadability statuses.

Rules Fragmentation

Every card has a unique store list, varying redemption rules (Online vs. Physical POS), and different reloadability statuses.

Missing information

A significant "data gap" existed where users lacked access to critical card information (balances, expiry, and redemption locations), leading to high cognitive load and user drop-off.

Missing information

A significant "data gap" existed where users lacked access to critical card information (balances, expiry, and redemption locations), leading to high cognitive load and user drop-off.

Support Overload

The absence of self-service tools resulted in a high volume of repetitive support tickets regarding basic inquiries, draining company resources and slowing down response times for complex issues.

Research & Discovery

Leveraging 5 years of "on-the-ground" expertise.

Instead of isolated user testing, the research was based on 5 years in which I worked in the company and dealt with the sales department, the service department and the customers themselves - welfare and human resources managers.

I mapped the recurring friction points in the user journey and studied the competitors' systems. To characterize a system in the most accurate way that would help customers and also upgrade the company itself.

Strategic Foundations

Market & Competitive Benchmarking

Analyzed industry leaders to identify interaction standards.

By studying these established players, I identified market standards and high-performing interaction patterns to ensure our solution feels both familiar and superior.

Market & Competitive Benchmarking

Analyzed industry leaders to identify interaction standards.

By studying these established players, I identified market standards and high-performing interaction patterns to ensure our solution feels both familiar and superior.

Market & Competitive Benchmarking

Analyzed industry leaders to identify interaction standards.

By studying these established players, I identified market standards and high-performing interaction patterns to ensure our solution feels both familiar and superior.

Voice of the End User (via Customer Service)

I analyzed the most common support requests to identify the “hidden frictions.”

I found that many users were losing their gift cards or couldn’t remember whether or where they redeemed them, leading to expired cards and frustration.

Voice of the End User (via Customer Service)

I analyzed the most common support requests to identify the “hidden frictions.”

I found that many users were losing their gift cards or couldn’t remember whether or where they redeemed them, leading to expired cards and frustration.

Voice of the End User (via Customer Service)

I analyzed the most common support requests to identify the “hidden frictions.”

I found that many users were losing their gift cards or couldn’t remember whether or where they redeemed them, leading to expired cards and frustration.

Universal Accessibility (Sales Insights)

Feedback from the sales department revealed that our users are not just young tech-savvy workers, but also employees of different ages and education levels.

This requires reducing technical barriers and ensuring a seamless experience for all levels of digital literacy.

Universal Accessibility (Sales Insights)

Feedback from the sales department revealed that our users are not just young tech-savvy workers, but also employees of different ages and education levels.

This requires reducing technical barriers and ensuring a seamless experience for all levels of digital literacy.

Universal Accessibility (Sales Insights)

Feedback from the sales department revealed that our users are not just young tech-savvy workers, but also employees of different ages and education levels.

This requires reducing technical barriers and ensuring a seamless experience for all levels of digital literacy.

B2B Goal: Maximizing "Gift Realization"

Through interviews with HR Managers, I identified a critical pain point: The fear of "wasted budget."

HR leads need to ensure employees actually redeem their gifts to justify the investment.

B2B Goal: Maximizing "Gift Realization"

Through interviews with HR Managers, I identified a critical pain point: The fear of "wasted budget."

HR leads need to ensure employees actually redeem their gifts to justify the investment.

B2B Goal: Maximizing "Gift Realization"

Through interviews with HR Managers, I identified a critical pain point: The fear of "wasted budget."

HR leads need to ensure employees actually redeem their gifts to justify the investment.

Target Audience

B2B - HR & Welfare Managers

They seek "Industrial Quiet." Their goal is to provide a premium gift that doesn't generate technical complaints or employee frustration.

Pain Points

High volume of employee complaints.

Gift perceived as "hard to use" or "low-tech."

Goals

Increase employee satisfaction (CSAT).

Zero administrative overhead for gift distribution.

Needs

A reliable self-service portal for employees

A high-end product that reflects corporate quality

B2C: The End User (The Employee)

They are looking for transparency. Their goal is to maximize the value of their gift with ease, and for all information to be accessible.

Pain Points

Unknown balances and expiration dates.

Confusion regarding Online vs. POS redemption.

"Lost" value due to small leftover balances.

Transforming Gift Card Chaos
into a Seamless Digital Management Experience

Bridging the gap between
complex business logic and user clarity.

Bridging the gap between
complex business logic and user clarity.