Transforming Mall Gift Cards from Physical to Digital

Interaction Study

As Head of Design at Majid Al Futtaim's SHARE loyalty program, I led the design transformation of the Mall Gift Card from a physical product into a connected digital gifting experience — making it easier to give, receive, and spend.

The challenge was to preserve the personal feeling of a gift while removing the friction of a physical card. I shaped the experience around simpler purchase and activation journeys, bringing gifting into SHARE and connecting it with the digital wallet. This gave customers a more convenient way to celebrate occasions and access shopping, dining, and entertainment.

The transformation brought together the needs of the sender and recipient: convenient digital delivery, clear access to gift value, and wallet payments that made the card easier to use. Every step served the same ambition — to make digital gifting feel as thoughtful as a physical gift, with greater everyday convenience.

The broader digital gifting business recorded 545,000 digital gift cards sold in 2024, 12% growth over 2023. Today, the Mall Gift Card platform advertises access to 6,000+ stores across 18 malls, demonstrating the scale of the experience.

04 Outcomes

545K

Digital gift cards sold in 2024

Up 12% vs 2023 — digital gifting reimagined through a connected wallet experience.

12%

Growth over 2023

Year-on-year increase in digital gift card sales as gifting moved from physical to digital.

6K+

Stores accessible through the platform

The Mall Gift Card connects recipients to thousands of stores across the Majid Al Futtaim network.

Malls across the network

Digital gifting scales across a wide physical footprint, from malls to everyday retail and dining.

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