Westfield Gift Card

As part of Westfield’s digital transformation, I led the redesign of the Gift Card experience across Australia and New Zealand. The project focused on consolidating fragmented consumer and corporate platforms into a single, cohesive journey aligned with Westfield’s evolving brand system.

The scope extended beyond UX and UI to include rebranding both digital and physical gift card products, as well as developing campaign creative to support ongoing marketing initiatives. The vision was to create a seamless, brand-consistent experience that improved usability while strengthening customer trust and engagement.

A key challenge was working within the constraints of a legacy .NET platform, which limited the ability to significantly alter user flows during Phase 1. As a result, the initial focus centred on high-impact visual and interface improvements, enhancing clarity, accessibility, and overall user experience, while establishing a foundation for more substantial UX transformation in future phases.

In my role as Lead Designer, I directed the end-to-end visual and interface redesign across both consumer and corporate experiences. This included embedding the new design system, refining transactional journeys to support varied user behaviours, and delivering campaign assets such as hero imagery and EDMs aligned with seasonal messaging. I collaborated closely with cross-functional teams to ensure consistency and scalability across all touchpoints.

The outcome was a unified and visually cohesive Gift Card experience within the Westfield ecosystem, elevating brand perception, improving engagement, and setting the stage for continued optimisation and innovation.