Design + Artistry
Design + Artistry
Role: Lead Designer
As part of Westfield’s digital transformation, we were tasked with consolidating and redesigning the Gift Card experience across Australia and New Zealand. The goal: unify fragmented platforms, align with Westfield’s new visual identity, and improve usability all while operating within the constraints of a legacy .NET system.
Role: Lead Designer
Client: Westfield / Scentre Group
Platform: Web (AU & NZ – Consumer + Corporate)
The Westfield Gift Card experience needed a complete rethink—bringing together separate corporate and consumer platforms across Australia and New Zealand into one cohesive, brand-aligned journey. The goal was to apply Westfield’s new design system, improve the transactional experience, rebrand both digital and physical products, and support ongoing campaigns with refreshed creative.
One of the biggest challenges was working within the constraints of a legacy .NET platform, which limited what we could change in terms of user flows during Phase 1. This meant the focus had to be on visual improvements and UI enhancements that could immediately impact usability and engagement, while laying the foundation for deeper UX changes in future phases.
As Lead Designer, I led the redesign of both consumer and corporate sites, ensuring consistency with the broader Westfield brand. I delivered campaign hero imagery and EDMs that aligned with seasonal messaging, improved the transactional UI to support different shopping behaviours, and worked closely with cross-functional teams to embed the new design system throughout.
The result was a unified, visually cohesive experience under the Westfield.com.au ecosystem that strengthened brand trust and boosted engagement—while setting the stage for continued evolution and innovation.