Reimagining Mall Gifting for a Digital World

Interaction Study

As Head of Design for SHARE at Majid Al Futtaim, I led the transformation of the Mall Gift Card from a physical card into a digital gifting experience within SHARE — connecting the moment of giving with shopping across Majid Al Futtaim malls.

01 The Challenge

How could we make sending a gift card possible in just 60 seconds? We needed to bring the entire journey into SHARE, making it simple for someone to purchase and send a gift, and for the recipient to accept it and start spending at participating stores.

02 The Solution

I led the design from customer journey mapping through UX, UI, and interaction design, connecting the sender and recipient experiences into one clear flow.

The journey centred on choosing a gift amount, selecting a recipient, and sending it through SHARE. Recipients could accept their gift and access it in their wallet, ready to use across the mall network. Clear steps and thoughtful interactions helped preserve the personal feeling of gifting while bringing the convenience of digital delivery.

03 Business Impact

The transformation made gifting a connected part of SHARE, bringing digital convenience to an experience that starts with one person and continues in the mall.

Gift cards sold in the last 3 years — stacked up, they tower over the Burj Khalifa.

04 Impact

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.

My Role &
Key Contributions

End-to-end execution

As the sole designer, I owned the UX/UI strategy, research, prototyping, testing, and final design of the digital gift card experience from concept to launch.

Strategic leadership

Defined the end-to-end gifting experience, making it simple for customers to discover, personalize, purchase, send, receive, and redeem digital gift cards.

Data-driven decision-making

Used customer insights, usability testing, and product data to identify friction and optimize key journeys across purchase, delivery, and redemption.

Innovation & execution

Designed a digital-first gifting experience that transformed traditional gift cards into a faster, more personal, and convenient way to gift.

Cross-functional collaboration

Worked closely with product, engineering, business, operations, and stakeholders to simplify complex gifting and redemption requirements into an intuitive customer experience.

Mercedes-Benz Back to the creative space