In this project feature, I highlight the transformation of the Cozymeal Gift Card page that achieved a 52% total increase in sales through strategic UX/UI design. By combining user research, behavioral insights, and an iterative approach, we crafted an intuitive and visually engaging page that streamlined the customer journey and optimized conversions.
Senior UX/UI Designer | September 2022 - January 2024
Cozymeal’s Gift Card Page
01. Overview
Cozymeal’s gift card page is a key revenue driver, making it essential to create a seamless and compelling purchasing experience. After launching an initial redesign that led to a 21% increase in gift card sales, we revisited the design a year later to further refine and optimize the experience—resulting in an additional 31% increase in sales.
02. The Challenge
Before our first redesign, Cozymeal’s gift card page had usability issues that caused friction in the purchasing process. Users struggled with unclear gifting options, a lack of trust signals, and a checkout flow that wasn’t as smooth as it could be.
Initial Design
03. The Process
User Insights & Data Analysis – We analyzed heatmaps, session recordings, and customer feedback to identify areas for improvement.
Refining the Design – We optimized key UI elements, improved messaging clarity, and adjusted layout structures for a smoother purchasing experience.
A/B Testing & Iteration – We tested multiple variations to determine which design changes had the greatest impact on conversions.
04. The Result
First IterationInitially, the CEO was hesitant to make radical changes to the gift card page due to a risk-averse approach. Instead of a full overhaul, we focused on improving the existing design and UX, making incremental yet impactful optimizations. This first iteration successfully boosted sales by 21%, proving the value of our user-centered approach.
Final IterationWith that success, we gained the green light for a deeper research effort, benchmarking best practices from leading brands like Airbnb, Apple, and Amazon. This allowed us to take a more strategic approach, cutting down unnecessary input fields, simplifying the checkout flow, and introducing new features like text message delivery—leading to an additional 31% increase in sales.
Final Iteration
First Iteration
05. Key Takeaways
By continuously iterating on the design, we ensured that Cozymeal’s gift card page remained optimized for both user experience and business growth.
Proving value builds trust – By starting with incremental improvements, we gained leadership buy-in for deeper research and more impactful changes.
Benchmarking best practices works – Studying top companies like Airbnb, Apple, and Amazon helped us implement proven UX strategies.
Less friction, more conversions – Cutting down form fields and adding user-friendly features, like text delivery, resulted in significant sales growth.