Everyday Gifting
Shop eGift Cards
Company
🔗 WooliesX
My role
👩🏻💻 Product Designer
Responsibilites
⚫️ UX end-to-end journey mapping
⚫️ UI design, animation and responsive component design
⚫️ Prototyping, design documentation and accessibility
⚫️ Collaboration with product, engineers, brand and senior stakeholders
Project overview
Everyday Gifting was a rebrand and redesign of the Woolworths Gift Cards website, transforming it into a first-class member experience, fully integrated with the broader Everyday Rewards platform so customers could earn and redeem points when purchasing Gift Cards.
The existing site felt disconnected from the ecosystem and relied on expensive third-party software costing the business over $1 million annually. We needed to evolve the experience into something unified, accessible, and value-led—while also laying the cart and checkout foundations for future Everyday brand services.
Discovery and insights
We explored usage data, competitor benchmarks, accessibility audits, and customer feedback to define the opportunity.
Fragmented experience
The gifting platform existed outside the Everyday Rewards experience, missing out on loyalty integration and brand recognition.
Usability issues
The legacy site had accessibility gaps and inconsistent UX patterns, especially on mobile.
Checkout friction
Complex flows and unclear options were contributing to user drop-off during purchase.
Current Woolworths Gift Cards website
Design principles
To guide our decisions, we aligned on these key principles:
Unify and simplify
Bring the gifting experience under one design system and reduce complexity.
Value-led
Clearly communicate member benefits and exclusive offers.
Optimised for mobile
Prioritise the end-to-end experience across devices.
Accessibility first
Ensure full WCAG 2.1 AA compliance.
Flexible and scalable
Build a foundation for other Everyday services to plug in (eg. cart and payment).
New Everyday Gifting website (Launching June 2025)
The process
Component contribution
Designed and contributed to the Everyday Component Pattern Library, ensuring consistency across digital experiences. This included creating reusable UI components, aligning with brand guidelines, and collaborating with developers to maintain a scalable and efficient design system.
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Usability testing
Conducted extensive usability testing to ensure a seamless and frictionless checkout experience. This involved gathering user insights, identifying pain points, and iterating on designs based on real-world feedback to improve usability and reduce friction in the purchase flow.
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Accessibility
Prioritised accessibility throughout the design process, ensuring compliance with WCAG standards. Annotated designs with clear accessibility requirements, such as proper contrast ratios, keyboard navigation, and screen reader compatibility, to enhance inclusivity and usability for all users.
✌️
End-to-end journey mapping
Developed a comprehensive end-to-end checkout journey map, identifying potential errors, edge cases, and UX challenges. Collaborated closely with development teams to flag critical design and functionality gaps, ensuring a smooth, intuitive checkout experience.
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We delivered a clean, inclusive, and mobile-first site that felt recognisably part of the Everyday ecosystem.
Brand recognition and member value
Clear offers and loyalty perks to showcase the programs value to members.
Optimum usability
Clear and intuitive navigation, form layouts and filtering
Smart component creation
Reusable, accessible and responsive component design that contributed to the wide eco-system design systems.
Frictionless checkout
A more seamless and frictionless checkout experience with better accessibility and fewer steps.
Final solution
New product description page
New order details page
New payment page
Reflection
This project was an important step in consolidating the Everyday brand experience. By reimagining Everyday Gifting through the lens of accessibility, systems thinking, and loyalty value, we created a seamless product that benefits both members and the business.
It also laid the foundation for Everyday Rewards Shop website checkout experience, which is due to launch in 2026. This project ensured new Everyday Rewards Shop can plug into the same shared designs and flows with minimal friction.
🚀 Launching in June 2025, watch this space!