Overview
Traditionally, gift cards at Purdys have only been available at retail shops. As part of a new digital initiative, the goal was to bring that experience to purdys.com and offer e-gift cards as an extra purchase option for customers. In addition to having the convenience of purchasing gift cards online, customers will be able to send their loved ones a gift card by e-mail or text and have the option of uploading their own photo.
The Challenge
The project involved a landing page featuring both e-gift card and physical gift card options, the designs of the gift cards themselves as well as the layout for the purchase experience.
The challenge was to create a unified customer experience across all the various elements. Photos on the landing page needed to be flexible so that designs could be swapped out during various seasons throughout the year (e.g. Christmas).
Details
The Solution
Working with our in-house creative team on copy and photography, I mocked up the landing page to showcase the gift card options and ability to check your balance. I then worked with our internal team to ensure proper execution of the landing page.
Landing Page
Purchase Flow
For the purchase experience flow, competitive research was conducted to find a solution that would best align with our current platform. Once we settled on a vendor, I coordinated with their team to ensure that the styling was consistent with the Purdys brand.
E-Gift Card Delivery
After purchase, the recipient of the e-gift card would receive an email with a visual of the gift card and instructions on how to redeem.
E-Gift Card Designs
For the e-gift cards themselves, I designed them referencing existing signage and collateral to ensure the look and feel was consistent across all channels. New designs would be created and swapped throughout the year depending on the season or occasion (e.g. Christmas, Easter, Valentine’s Day)
Learnings and takeaways
Working with Purdys has allowed me to bring together a few of my favourite things - design and chocolate! As a chocolate fan myself, it was extra satisfying to see this project come to life and to see the experience being used by our customers. Even though this is a relatively new initiative, there has been a positive response and the program has now expanded to include bulk and corporate orders. We should expect to see momentum grow given the trend in online shopping.