Digital Holiday Cards Experience
To bring a moment of joy to customers and their families during the festive season, we reintroduced a feature that allowed customers to send a digital Christmas card after creating a transfer. In the previous attempt, this feature was embedded within the transfer flow, an approach that proved to be disruptive and occasionally confusing for users as observed through support tickets.
I led the end-to-end design process, from concept to handoff. This included rethinking the user flow to introduce the card feature post-transfer to minimise friction while keeping the element of delight intact. I also designed the card visuals, crafted campaign messaging, and collaborated cross-functionally to launch a cohesive experience across product, email, and social media touchpoints.
By decoupling the card from the core transfer flow, we maintained transactional clarity while offering an optional and joyful experience. As a New Zealand-based company, the visuals are designed to reflect a summery Christmas, moving away from the traditional wintery motifs. The final designs featured bright, warm themes that felt more culturally relevant and resonant with where our customers are based.


