Nume aims to elevate the gifting experience, transforming it from a routine transaction into a deeply personal gesture. Designed with personalization and simplicity at its core, the Nume app reimagines the process of buying, gifting, and managing gift cards. It tackles common challenges, such as the impersonal nature of gift cards and the frustration of organizing and tracking them. The result is a product that fosters meaningful connections between givers and recipients while addressing both physical and digital gifting pain points.
Designing the app end-to-end, I worked closely with engineering to craft the gifting experience in detail.
Solo designer, with guidance from a Lead Designer, Head of Product, and 3 Engineers.
January 2024 - August 2024
We began with a comprehensive discussion focusing on the scope and vision of the project. This discussion, led by the product head and co-founder, set the foundation for understanding the app's landscape and requirements.
Buying and gifting physical and digital gift cards can often feel impersonal and overwhelming. Many users find it difficult to create meaningful connections through this medium, and managing these cards presents its own set of challenges, with some people even forgetting to use them entirely. We asked ourselves: How might we create a simplified, personalized gifting experience that makes gift cards meaningful and easy to manage?
Our research phase involved interviews with 200 participants who matched our Ideal Customer Profiles (ICP). Partnering with the product head, I co-led these interviews to uncover the core needs and frustrations users face with gift cards. I then organized and analyzed the collected insights using Otter.ai, revealing three major pain points.
Each pain point highlighted an opportunity to develop features that would simplify and enrich the gifting experience.
To address these pain points, I collaborated with the co-founder to brainstorm potential solutions. Together, we explored multiple concepts that would address each identified need. We then refined these ideas with input from the team, prioritizing solutions based on their potential impact and feasibility.
Many users struggle with keeping track of their gift cards, often losing them or forgetting to use them. They resort to makeshift solutions like sticky notes, paper notes, or collecting receipts to manage their gift card balances.
We designed a feature allowing users to scan physical gift cards directly into the app, digitizing them for easy access. This simple scanning process was built to make it as frictionless as possible, encouraging users to immediately import any new cards they received.
45% of participants reported losing physical cards or forgetting to redeem them, underscoring the need for a digital solution.
Usability tests confirmed that a one-tap scan reduced card loss and improved ease of use.
A single, organized location for all gift cards, reducing clutter and making it easy to find and use them.
60% of participants relied on ad hoc methods to track their cards, which contributed to forgetfulness.
The centralized approach provided a simplified, clutter-free experience that made it easy for users to locate and use their cards.
Gift cards stored in the app include clear, scannable barcodes for quick checkout, resolving the frustration of dealing with damaged or hard-to-read physical cards.
35% of users faced challenges at checkout due to barcode visibility issues, making this a crucial enhancement.
Participants found that the app’s clear barcode display made the redemption process faster and more reliable.
Users often feel pressured and uncertain when choosing a gift card. The lack of variety and inadequate search tools make it challenging for them to pick a suitable gift, resulting in stress rather than joy.
Nume offers users access to over 180 brands, empowering them to choose cards that align closely with recipients’ preferences.
55% of participants preferred gift cards over cash but struggled to find the right brand.
Providing a broader selection allowed users to feel more confident in their gift choices.
We integrated an advanced search system, allowing users to filter by brand, category, and popularity. This intuitive filtering system enabled them to find the perfect gift quickly.
40% of users reported difficulty in finding specific brands or categories when choosing gift cards
The advanced search feature dramatically reduced search times, enhancing user satisfaction.
Many users dislike the impersonal nature of sending gift cards via email and often forget to send gifts on important dates, leading to late gifts that feel inappropriate.
To address this, we added customizable options allowing users to include personalized messages, GIFs, photos, and even videos with their gift cards.
65% of users expressed that standard digital gifting felt impersonal.
This personalization feature made the experience more meaningful, with participants noting that it helped them feel connected to their recipients.
To ensure timely gifting, we enabled users to schedule gift card deliveries for specific dates and times, guaranteeing that special occasions were not missed.
50% of users reported forgetting to send gifts on time and often end up giving late gifts.
Scheduling options eliminated the stress of missing important events, giving users peace of mind.
Real-time notifications keep users informed when their gift is sent, delivered, and viewed. This feature reduces uncertainty and reassures givers that their gift reached the recipient.
45% of participants wanted confirmation that their gift was received.
Notifications improved users' experience, as they no longer needed to follow up with recipients.
We initiated the validation phase by testing the app internally with our team. This collaborative effort helped identify and fix critical bugs, ensuring the app was stable and functional before external testing.
After ensuring the app was free from major issues, we released it to a select group of real users. This group included friends, family members, stakeholders, and our advisors, providing a diverse range of feedback. During this phase, we actively gathered feedback on the app's functionality, usability, and overall user experience. This feedback was crucial in identifying areas for improvement.
To maintain visual consistency, I created a comprehensive style guide, covering typography, colors, and design components. This guide was crucial in ensuring a cohesive brand experience throughout the app.
