MY WORK +
MY WORK +
Blackhawk Network | January 2024
Homepage conversion overhaul
This project focused on rethinking the Giftcards.com homepage to reduce friction in the purchasing experience. By simplifying navigation, clarifying value propositions, and streamlining key decision moments, the redesign created a more focused path to checkout and drove a significant increase in conversion.
+82%
increase in sales
Blackhawk Network | Jan 2026
This was a classic UX vs. regulation tradeoff. I redesigned the My Prepaid Center registration flow to reduce user confusion while meeting strict banking requirements around billing information and cardholder agreement consent. By collapsing fragmented paths into two clear, approval-ready flows, the design enabled faster card activation without compromising compliance.
Compliance-first onboarding
bank approvals
2
Blackhawk Network | June 2024
This project unified three fragmented gift card PDPs into a single adaptive flow, reducing friction during personalization while maintaining fraud safeguards through locked credentials until redemption. The redesign reduced drop-off in the customization step and improved overall completion of the gift card purchase flow.
Reducing Gift Card Drop-Off
2x
reduction in cart abandonment
