Redesigning the purchase flow and e-invite experience to reduce drop-offs, improve trust, and strengthen post-purchase confirmation and transactional emails.
The checkout funnel showed the biggest drop-offs around shipping and contact details, payment selection, and the e-invite setup step. The goal was to reduce friction and improve confidence at each step.
Reviewing the flow and support patterns revealed three central problems.
Too many fields appear before users understand code delivery, the recipient flow, or refund rules.
Users need reassurance about when the code arrives, whether the service is legitimate, and how gifting works.
Confirmation and transactional emails must clearly explain order status, delivery, and who receives what.
The redesign simplifies steps, adds reassurance at key moments, and makes the e-invite feel intentional rather than like extra work.
A visible stepper and 'What happens next' microcopy.
Code delivery, refund policy, and support information visible early.
Smart defaults with optional message, scheduling, and preview.
High-fidelity screens showing the simplified checkout, e-invite setup, and clear confirmation states.
To reduce 'Where is my code?' confusion, confirmation pages and emails were treated as part of the product, not an afterthought.
