Amazon Pay Gift Cards Store Revamp

The product:

Amazon Pay Gift Cards store is a digital platform within the Amazon Pay app that allows users to purchase, send, and redeem both retail and brand gift cards. The target users are Android users aged 18-45 years across metro and non-metro Indian cities.

The problem:

The Gift Cards store experienced an 80% funnel drop-off rate despite receiving 35,000 daily sessions, indicating serious navigation and discovery issues preventing users from completing purchases.

The goal:

To redesign the Gift Cards store experience to reduce funnel drop-off, improve conversion rates, and create a more intuitive, user-friendly gifting experience.

Project duration:

Q3-Q4 2024 (6 months)

My role:

Lead Visual Experience Designer

Responsibilities:

•Information architecture
•Wireframing
•Prototyping
•Leadership Review
•Visual design

Research & Insights

User behavior data and session analytics indicated high drop-off rates. Initial assumptions pointed to technical or transactional issues, but qualitative research revealed a different story.

We conducted 20 in-depth user interviews across Mumbai, Delhi, Nagpur, and Varanasi, focusing on Android users aged 18–45 from diverse backgrounds.

Key Findings:

  • Navigation was unintuitive — users expected a simpler hierarchy.
  • No search option limited quick access.
  • Redemption steps weren’t visible until the end of the funnel.
  • Too many entry points caused choice paralysis.

Key Pain Points:

Complex Discovery

Users struggled to locate relevant cards.

No search functionality within the store

Confusing Navigation

Categories lacked clarity; IA was inconsistent.

•Overwhelming number of options

Unclear Redemption Flow

Many users didn’t know how or where to redeem cards.

•Poor visibility of important information

Information Overload

Mixed content formats and cluttered layouts led to cognitive fatigue.

•Inconsistent display formats

Design Process

1. Information Architecture Overhaul

I restructured the IA(Information Architecture) of the Gift Card store. I created a rough wireframe of the page based on the new IA(Information Architecture). After stakeholder’s alignment started working on the digital mocks.

2. Navigation Redesign

  • Replaced vertical stacks with horizontal scrollable chips
  • Added sub-navigation for quicker segmentation
  • Created horizontal category scrollers for easier discovery
  • Introduced ATF carousel for top gift cards/seasonal picks

3. Redemption Clarity

  • A slim redemption banner was added in the 2nd fold
  • Clear, visual steps in the “How to Redeem” section
  • Tooltips and icons for guidance

4. Visual & UX Enhancements

  • Improved contrast and visual hierarchy for accessibility
  • Integrated seasonal storytelling visuals (e.g., Diwali)
  • Simplified category system
  • Consistent navigation patterns

Impact

+1,256 bps improvement in abandonment rate

Simplified discovery and redemption paths

Weblab positive — rolled out to 100%

Improved engagement during festive campaigns

What I Learned

Importance of clear information architecture
Redemption is a core job-to-be-done, and should be prioritized early in the UX.
Value of consistent design patterns
Need for balance between features and simplicity

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