E-commerce Redesign: Service Vouchers & Cards
Consolidated 15 regional e-commerce websites into a single platform supporting 12+ languages, coordinating across 130 people in 5 teams.
Context
The client sells wellbeing solutions, meal vouchers, gift cards, and benefits products. After acquiring competitors across multiple countries, they needed to consolidate fifteen regional websites into a single unified platform.
The platform serves three distinct targets: the company purchasing the service, the merchant accepting it, and the employee using the voucher or card.
The Problem
The fragmented landscape of regional sites created inconsistent user experiences, made cross-market scaling difficult, and prevented the client from developing a unified brand presence. Users faced redundant purchases, unclear product offerings, and duplicated effort across different market sites.
Project Goals
- Create a unified user experience and brand across all markets
- Gain +10% market share
- Innovate by mapping user needs, not by assumption
Research & Strategy
Users had never been interviewed on the previous sites. To change that, we organized batches of user interviews every three weeks throughout the project.
Methods used: stakeholder interviews, user interviews, personas, jobs to be done, user journeys, usability tests, information architecture mapping, mental models, tone of voice definition, and card sorting.
"In order to understand their needs, we organized batches of user interviews every three weeks. It made us aware of their pains and struggles. We defined user profiles and the corresponding journey. Finally, we tested the flow, the information architecture, legibility, and with the results refined the prototype each time. I conducted around forty-five user tests."
Solution & Design Decisions
Help choosing the right product and understanding the legislation. Reading dense legal text isn't useful at the point of purchase. Surfacing the key points at the right moment reassures customers spending significant sums.
Getting a quote before entering legal information. Most customers benchmark competitor sites before committing. A fast, low-friction quote flow is critical for staying in consideration.
Mobile-friendly experience. Most voucher purchases happen at a desk, but company directors want to buy on the metro or at home on a tablet. The experience had to work everywhere.
Simple card management for end users. End users have three core needs: find where to use the card, check the balance, and reorder a lost card. Two screens matter most: the store locator and the card management page.
Following our customer interviews, we synthesized our findings and created a customer journey, defined multiple profiles, and presented these to the client. This analysis gave us a strong foundation for feature ideation and prioritization.
Outcome & Impact
Users gave the new platform an average satisfaction rating of 7.6, close to the client's reference benchmark of 7.8.
Learnings
- Working in a major project with six teams and one hundred fifty people over eighteen months.
- Stepping into a lead role and mentoring other designers.
- Migrating from Sketch to Figma mid-project without losing velocity.
- Managing a design system across thirty plus files and twelve designers.
- Documenting the design system properly using Zeroheight.
- Running recurring user test batches and sharing synthesis across multiple teams.
- Collaborating with the growth team on analytics and designing to measurable outcomes.