SERVICE
B2B
UX & UI Design
Design System
User Research
TIMELINE
Mar 2025
Jun 2025
TOOL
PROBLEM STATEMENT
Muge Unlu
Design Team Lead
SmartGift® for Business is a corporate gifting platform by 1-800-Flowers.com, offering AI-powered gift recommendations and easy, personalized, automated sending to simplify and enhance business gifting.
MY ROLE
I worked as an independent contractor, and the end-client was 1-800-Flowers.com. As the Lead UX Designer, I collaborated with the VP of SmartGift, engineering, and sales teams to understand business needs and user pain points. Together with the design team, we ran usability tests. Based on findings and team feedback, I led the redesign of the user experience to create a more intuitive and streamlined gift-sending process.
I created interactive prototypes, ensured consistency using our design system, and handed off final designs to the front-end team. The design team also conducted a design QA to ensure high-quality implementation. Additionally, I reviewed Figma files for other merchants, to maintain visual consistency across the white-label platform.
DESIGN PROCESS
Learn More About Process
Our UX Workflow
Discovery
We started by aligning with stakeholders and understanding both user and business needs. This involved researching competitor platforms and uncovering friction points in the existing flow.
Stakeholder Interviews
Market & Competitor Research
Define
We synthesized insights from discovery to clearly define the problem and user goals. We created user flows and low-fidelity wireframes, then validated them through usability testing.
UX Strategy
User Flows
Wireframes
Usability Testing
Ideate
Based on defined goals and test insights, we explored multiple design directions and solutions through quick prototyping and collaborative ideation sessions.
Design Exploration
Low-Fidelity Prototypes
Early UI Concepts
Design
We finalized high-fidelity designs using our established design system, created interactive prototypes, and ensured implementation quality through detailed handoff and design QA.
High-Fidelity UI
Design System Usage
Interactive Prototypes
Developer Handoff
Design QA
sender flow
From Complexity to Clarity:
The New Gift Sending Flow
SELECT OCCASION
ADD GIFT ITEMS
ADD RECIPIENTS, PERSONALIZE & SEND
TRANSITION
Supporting the Transition
Familiar Flow, Smoother Shift
We understand that adapting to a new flow takes time. That’s why the familiar step-by-step experience is still available during the transition. While we’ve made the new gift sending flow the primary experience, users can still access the legacy version through a subtle link.
This ensures everyone can move at their own pace while we encourage exploring the new,
AI-powered flow designed to make gifting faster and smarter.
👉 Learn more about the AI-enhanced flow in the next case study.
IMPACT
Performance Metrics
Growth Analysis
Year-over-year growth measurements and campaign impact
