GLOW CARD
Gift certificates formind & body experiences.
About
I redesigned the website for Glow Card, a gift certificate for wellness experiences, so that it feels as calm and relaxing as the experiences it sells. As the sole designer, I covered user flows, e-commerce design, a UI Kit and responsive layouts in two months, with a mobile-first approach and the shortest possible path from choosing a gift to paying.
Context
Glow Card is a gift certificate with the service already built in: the giver chooses a specific wellness activity for a set amount, and the card has an expiry date. The focus is leisure and well-being, so the website itself has to feel like part of that experience. The previous site fell short in three ways: it didn’t convey the mood of the product, the path to buying was complicated, and it worked poorly on phones.
Users
People who want to give someone a gift. The site also supports corporate orders for companies.
My role
Sole designer, working with one developer and a PM. I covered the whole design process: structure, user flows, UI, the UI Kit, responsive layouts and handoff.
Challenge
Design a seamless, accessible website that introduces the product in detail and guides visitors toward a purchase, while its visual language reflects the product’s mood and creates an emotional, engaging experience.
Goals
- Present the Glow Card clearly.
- Convey its relaxing mood from the first screen.
- Lead users smoothly to a purchase.
- Success criteria: conversion rate, engagement time, scroll depth and accessibility.
Research
Glow Card is a fairly unique product, so there was no direct competitor to copy. I studied gift certificate websites in general to see how they sell and what buyers expect, and worked closely with the client to understand what they wanted the brand to feel like.
Two insights shaped the design. First, people buy gifts through emotion, so the site should create a feeling of calm before the visitor has chosen anything. Second, most visitors arrive from phones, so the mobile experience comes first.
Key decisions
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Emotion first.
The site sets the mood before it asks for any decisions. A calm, unhurried first impression makes visitors feel what the gift would feel like.
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Mobile first.
I designed for the phone first and scaled up to larger screens, since that is where many buyers arrive.
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The shortest possible path to purchase.
Giving a gift takes a few clear steps, with nothing extra between the idea and the payment.
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Make every practice interesting.
The hardest design task was presenting all the wellness practices as uniquely appealing. Every service comes from a partner, and each one has its own page where visitors can read about it in detail.
Mood and visual language
The website should feel like the experience it sells. A soft palette, generous white space and a slow, unhurried rhythm give each screen room to breathe. Typography and photography add warmth and a sense of care. Together they turn the site from a shop into a small moment of calm.
Purchase flow
The path is as short as I could make it. Buying a Glow Card takes five steps:
- Choose the service.
- Enter the amount.
- Write a personal message.
- Pick a style for the card.
- Pay.
Solution
The redesign covers the homepage, product overview, partner service pages, purchase flow, checkout and gift certificate detail. A basic UI Kit keeps the interface consistent, and the layouts are fully responsive, designed mobile first.
Outcome
In two months I delivered the redesigned website with a mobile-first purchase flow, a UI Kit and responsive layouts, and handed it to the developer for implementation.
What I took away
For a product that sells a feeling, the website is part of the product. Getting the mood right mattered as much as getting the flow right, because people buy a gift when they feel something.
