Qantas Gift Vouchers

Simplifying Purchase and Redemption Journeys

Overview

Qantas identified an opportunity to improve the Gift Vouchers experience by simplifying how customers purchase and redeem vouchers online.

The existing experience needed to support multiple customer goals, including purchasing a voucher, redeeming an existing voucher and accessing support information, creating unnecessary complexity and friction.

My Role

Senior Product Designer

  • Customer journey review

  • UX and UI design

  • Information architecture

  • Stakeholder collaboration

  • Design delivery

The Challenge

Customers arriving on the Gift Vouchers experience had different intentions but were often presented with the same pathways and information.

This made it harder for customers to quickly understand where to start and complete their desired task.

Exploration

During exploration, we tested several approaches to improve engagement with the Gift Voucher experience, including the use of larger promotional imagery and visual treatments on the landing page.

While the concepts initially created stronger visual impact, testing and stakeholder feedback revealed that customers were primarily task-focused. Users typically arrived with a clear intention to either purchase or redeem a voucher and wanted to complete that task quickly.

The solution

As a result, we reduced the prominence of marketing imagery and prioritised clearer navigation, improved information hierarchy and more direct pathways to key actions. This allowed the experience to better support customer intent while reducing cognitive load.

The final design provided a clearer, more intuitive customer journey, helping customers quickly understand whether they needed to buy, redeem or manage a gift voucher while creating a more scalable foundation for future enhancements.

  • Improved information hierarchy and navigation

  • Introduced a dedicated redemption experience

  • Updated search result pathways to improve findability and discoverability

  • Reduced cognitive load by supporting customer intent more effectively

The outcome

The redesigned experience provided a clearer, more intuitive customer journey, helping customers quickly understand whether they needed to buy, redeem or manage a gift voucher while creating a more scalable foundation for future enhancements.