Project Overview

Following Hello's expansion into the shopping mall gift card market, it became crucial to equip onsite staff with effective sales and customer support tools. In collaboration with the Head of Product, I strategized and designed the UX/UI for a guest services console, enabling staff to efficiently manage and sell gift cards, while providing comprehensive customer assistance.

The Problem

With the onboarding of its first key commercial real estate client, Hello prioritized delivering an exceptional user experience for both staff and customers. To streamline gift card operations, we wanted to create a centralized, intuitive interface that can be deployed throughout a network of shopping destinations.

The objective was to equip staff with a comprehensive tool for efficient gift card sales, management, administrative tasks, and customer support.

The Core Functionalities

The Guest Services Console supported two core functionalities: gift card sales and customer support. During the purchase process, customers could select either a physical card or a printed voucher. While physical cards are typically preferred by individual consumers, the voucher option provided added flexibility, particularly for corporate clients purchasing in bulk.

Minimum Viable Product

While refining our user stories, the client's requirements expanded. We strategically prioritized core functionalities to release a working MVP before proceeding with further development.

Final Design

Launch & Client Feedback

The Guest Services Console was successfully launched in August 2024. Following the launch, we received overwhelmingly positive client feedback regarding the platform's usability and simplicity. With the core functionalities validated, we proceeded with iterative development over the following months to incorporate additional features based on the client's evolving requirements.

Measurable Impact & Scaling

• Massive Revenue Acceleration: Orchestrated the UX framework that supported a 603% surge in gift card sales within a single year, growing the program from $925K to $6.5M.

• Operational Empowerment: Designed and deployed an end-to-end service interface currently utilized by 200+ mall agents to manage real-time in-person sales, activations, and customer support.

• Systemic Efficiency: Streamlined complex administrative workflows into a unified console, allowing staff to handle increased transaction density without a corresponding increase in service friction.

Reflections & Operational Success

The success of the Guest Services Console demonstrates that high-impact UX isn't always consumer-facing; often, the most significant business value lies in empowering the front line. By transforming a complex administrative process into a streamlined service tool, we removed the technical barriers that previously capped sales potential.