Pattern Library Redesign for Gift Card Platform

Problem

The existing gift card platform had outdated UX and technology debt, poor conversion rates, and no mobile optimization.

Role

I led the end-to-end redesign of the platform experience and creation of a responsive pattern library.

Process

• Aligned on MVP and future requirements with product team
• Conducted usability studies on 3 prototypes to validate designs
• Identified all necessary screens and flows
• Designed fully annotated pattern library with reusable components
• Created interactions and animations to demonstrate behaviors

Result

The redesigned, mobile-optimized platform increased conversion rates by 70% and reduced purchase times by 50%. My pattern library established their scalable design system.

Key Contributions

• Resolved UX pain points through user research
• Developed consitent, responsive patterns and components
• Dramatically improved customer experience metrics
• Set foundation for efficient long-term design and development

In summary, I successfully led a complete UX overhaul and created an extensible pattern library that resolved usability issues. The new modular system enabled efficient design and development across platforms. My work was key in significantly improving core customer conversion goals.