Year

2022

Role

End-to-End UX & Visual Design

End-to-End UX &
Visual Design

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.

AND THE MOST LOVED HOLIDAY CARD WAS… (PICK ONE)

AND THE MOST LOVED HOLIDAY CARD WAS…

(PICK ONE)

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.

Role

End-to-End UX &
Visual Design

Year

2025

© April Liau 2025

Back to recent works

© April Liau 2025

Back to recent works