Work

About me

Design process

Resume

DH

Improving new feature visibility

Group cards visibility

Help customers find group cards and inspire them to gather messages from friends & family.

Group cards lets multiple people add messages to a single Moonpig card—a feature users find very exciting, but rarely use.

Previously, I conducted a card sort with 30 users, asking them to rank 15 Moonpig features from most to least exciting. Group Cards was ranked as the most exciting, yet it is the least-used feature—accounting for just 0.2% of total orders. This signalled a clear disconnect between interest and discoverability, pointing to an opportunity to increase visibility & feature engagement without hurting overall conversion.

Problem

Group cards is one of Moonpig’s most exciting features, yet it accounts for 0.2% of total orders. Users struggle to discover it organically, highlighting a clear visibility issue in the core journey.

Outcome

Added group cards to the card modal—a key step in the user flow—making it easier to find. This led to a 0.64% increase in group card project creations and a 1.4% lift in conversion.

Role

Product Designer

Timeline

Dec 2023 — Mar 2024

Team

1 midweight designer (me), 1 principal designer, 1 product manager, 1 delivery manager, team of developers

Tools

Figma

Miro

Usertesting.com

Hotjar

JIRA

Slack

Google suite

Role

Product Designer

Timeline

Dec 2023 — Mar 2024

Team

1 midweight designer (me), 1 principal designer, 1 product manager, 1 delivery manager, team of developers

Tools

Figma

Miro

Usertesting.com

Hotjar

JIRA

Slack

Google suite

DISCOVER

User research

current entry point

Gathered insights from CSAT, surveys, cart sort, and previous usertests. Analysed the current entry point and end-to-end flow of creating a group card. Based on this, we narrowed the main problem to users struggling to find group cards.

Group cards is ‘hidden’ in the meganav, making it difficult for users to find it.

“Oh wow this is such a fantastic idea! I had no clue Moonpig offered a service like this, sounds much easier than passing a colleague’s birthday card around the office.” - 36, F, Moonpig customer

Existing research

A survey of 1.9k respondents revealed that the most popular occasions for group cards are colleagues (birthday, leaving, or starting a new job) and birthdays. In previous card sort of over 15 features, we found that group cards were one of the most exciting features for both customers and non-customers.

Users need a visual aide coupled with simple copy to understand the proposition of group cards.

Most group cards are started and completed on desktop, likely because the most popular occasions—colleagues leaving or starting a new job—occur at work.

DEFINE

Define key metrics

measure impact

01

Short term: increase group card projects created

Since it takes on average 6-7 days for a group card to be signed and delivered, we’re tracking the number of group card projects created as an early engagement signal.

02

Short term: no negative effect on conversion

Since we’re making a change in the core journey, we’re keeping an eye on conversion to ensure there’s no significant drop.

03

Long term: grow feature adoption from 0.2% to 2% of all orders

This project is one of the main initiatives that supports the broader product strategy to drive group card feature adoption.

04

Lagging: increase group card feature awareness

We run a monthly Hotjar survey to track feature awareness. We’ll monitor any shifts in group card awareness over the course of 3 months.

IDEATION

Sketches

initial ideation

With a packed roadmap and Valentine's Day approaching (A/B testing isn't allowed during peak holidays), we needed to act fast. We tackled the problem from two angles: discovery and findability. I facilitated a 1-hour ideation session with six engineers and other stakeholders (marketing, analysts, etc.). We dot voted and selected the top three ideas.

First drafts

hi-fidelity designs

Based on the initial sketches, Hayley (Principal Product Designer) and I created hi-fi designs to share with the team via slack to choose the top two designs.

PROTOTYPE

Three prototypes

to user test

User tested 3 prototypes with a total of 21 users (7 per prototype), across mobile and desktop. The prototypes were a ‘Group’ tab within the modal (mobile & desktop) and an interstitial page shown after the modal (mobile).

Mobile: card modal tab

7 users • age 18-65 • customers & non-customers

Platform: usertesting.comTask: Find a card for a colleague who’s leaving the company

Key assumptions

  1. Do users know group cards are physical, not eCards?
  2. Do they understand multiple people can sign a single card?
  3. Is the opened preview (in the group tab) confusing?
  4. Are they aware the group card is optional? e.g. they can proceed with a regular card by tapping the ‘single’ tab.
  5. Do users understand that profile images shown inside the card aren't printed?
  6. Do they know group cards come at no additional cost?
  7. Do they notice the card size picker in ‘group’ tab?
  8. Overall pain points & what worked well.

Mobile: interstitial page

7 users • age 18-65 • customers & non-customers

Platform: usertesting.comTask: Find a card for a colleague who’s leaving the company

Key assumptions

  1. Do users know group cards are physical, not eCards?
  2. Do they understand multiple people can sign a single card?
  3. Are they aware the group card is optional? e.g. they can proceed with a regular card by tapping ‘no thanks’.
  4. Do users understand that profile images shown aren't printed?
  5. Do they know group cards come at no additional cost?
  6. Overall pain points & what worked well.

TESTING & ITERATIONS

Usability testing

21 users, 3 tests

I conducted three unmoderated tests with a total of 21 users for the mobile version of the interstitial page and both mobile & desktop versions of the modal designs. I used my key assumptions for each design to guide my script and synthesise results.

21 out of 21 users understood the concept of group cards easily from both designs and platforms.

21 out of 21 users understood making their card a ‘group card’ is optional.

For the modal design, 5 out of 14 users weren’t sure if the images next to the sample messages were part of the card or not.

Across both designs, 6 out of 21 users had questions about what "Learn More" would display, while others expected it to contain FAQs.

For the modal design, 4 out of 14 users found the multi-buy tab unclear—either questioning its necessity or struggling to understand its purpose.

19 out of 21 users understood that making their card a group card comes at no additional cost.

Final design

Iterations

Based on the results of the usertests, I iterated the modal design to improve the user experience.

Revised sample group card to align with customer expectations by removing images and incorporating additional placeholder text.

Removed 'Learn more' button as users already understood the group cards concept from the displayed content.

Refined copy to clearly guide users on the next steps for group card creation.

Removed multi-buy tab to minimise cognitive load & avoid confusion.

A/B testing duration

dependent on targeted occasions

While I iterated the designs based on user feedback, I spoke to our product analyst to get time estimates for each design (modal & interstitial page) in order to reach significance. Depending on the occasions we targeted, we had two options:

1

Run test using specific occasions relevant to group cards (e.g. birthday, leaving)

2

Run test for all occasions

The interstitial design would take over 100 weeks for specific occasions and 20-30 weeks for all occasions. Therefore, we chose the modal design for all occasions for a more adequate time to reach significance.

RESULTS

A/B results with a

positive outcome

More Group Card projects created

0.64% increase in Group Card projects created within the variant (Desktop & Mobile).

+0.64%

Group Card projects created

Increase in step conversion

2.8% increase in step conversion from Editor to Xsell for Desktop in the variant.

2.5% increase in step conversion from Editor to Xsell for Mobile in the variant.

+2.8%

Desktop step conversion

+2.5%

Mobile step conversion

Increase in conversion

1.4% increase in conversion on users clicking ‘Add to Basket’ in card modal.

+1.4%

Conversion

LEARNINGS

Reflecting on project

and outcomes

01

UX is only part of the picture

Great UX isn’t always the deciding factor. I learned the importance of balancing user needs with business goals, and engineering constraints—especially when A/B test duration influenced our direction.

02

Collaboration = key

Working closely with engineers, analysts and PMs pushed me to think more holistically, I learnt to navigate trade-offs and lean into data-driven decisions.

03

Let research guide—not dictate

With an abundance of past research, it can be easy to get stuck on past insights. I had to remain open, challenge assumptions, and make confident decisions with the constraints present.

Home

More to explore...

Menu iconography

0.4% increase in conversion

Created bespoke icons to improve mobile menu clarity and speed up navigation—resulting in a 0.44% uplift in conversion and 10% reduction in time to select menu category.

UI • Shipped • 2024

Log in incentive

0.2% decrease in conversion

Designed new account page and tested a delayed ‘tooltip’ to nudge users to login—increasing login rates, but negatively impacted conversion. Account page redesign was implemented, but tooltip wasn’t shipped.

UX/UI • Not shipped • 2024

Want to collaborate?

Let’s talk

Send an email

LinkedIn

WhatsApp

Links

Work

About me

Design process

Download resume

Work

About me

Design process

Resume

DH

Improving new feature visibility

Group cards visibility

Help customers find group cards and inspire them to gather messages from friends & family.

Group cards lets multiple people add messages to a single Moonpig card—a feature users find very exciting, but rarely use.

Previously, I conducted a card sort with 30 users, asking them to rank 15 Moonpig features from most to least exciting. Group Cards was ranked as the most exciting, yet it is the least-used feature—accounting for just 0.2% of total orders. This signalled a clear disconnect between interest and discoverability, pointing to an opportunity to increase visibility & feature engagement without hurting overall conversion.

Problem

Group cards is one of Moonpig’s most exciting features, yet it accounts for 0.2% of total orders. Users struggle to discover it organically, highlighting a clear visibility issue in the core journey.

Outcome

Added group cards to the card modal—a key step in the user flow—making it easier to find. This led to a 0.64% increase in group card project creations and a 1.4% lift in conversion.

Timeline

Dec 2023 — Mar 2024

Role

Product Designer

Team

1 midweight designer (me), 1 principal designer, 1 product manager, 1 delivery manager, team of developers

Tools

Figma

Miro

Usertesting.com

Hotjar

JIRA

Slack

Google suite

DISCOVER

User research

current entry point

Gathered insights from CSAT, surveys, cart sort, and previous usertests. Analysed the current entry point and end-to-end flow of creating a group card. Based on this, we narrowed the main problem to users struggling to find group cards.

Group cards is ‘hidden’ in the meganav, making it difficult for users to find it.

“Oh wow this is such a fantastic idea! I had no clue Moonpig offered a service like this, sounds much easier than passing a colleague’s birthday card around the office.” - 36, F, Moonpig customer

Existing research

A survey of 1.9k respondents revealed that the most popular occasions for group cards are colleagues (birthday, leaving, or starting a new job) and birthdays. In previous card sort of over 15 features, we found that group cards were one of the most exciting features for both customers and non-customers.

Users need a visual aide coupled with simple copy to understand the proposition of group cards.

Most group cards are started and completed on desktop, likely because the most popular occasions—colleagues leaving or starting a new job—occur at work.

DEFINE

Define key metrics

measure impact

01

Short term: increase group card projects created

Since it takes on average 6-7 days for a group card to be signed and delivered, we’re tracking the number of group card projects created as an early engagement signal.

02

Short term: no negative effect on conversion

Since we’re making a change in the core journey, we’re keeping an eye on conversion to ensure there’s no significant drop.

03

Long term: grow feature adoption from 0.2% to 2% of all orders

This project is one of the main initiatives that supports the broader product strategy to drive group card feature adoption.

04

Lagging: increase group card feature awareness

We run a monthly Hotjar survey to track feature awareness. We’ll monitor any shifts in group card awareness over the course of 3 months.

IDEATION

Sketches

initial ideation

With a packed roadmap and Valentine's Day approaching (A/B testing isn't allowed during peak holidays), we needed to act fast. We tackled the problem from two angles: discovery and findability. I facilitated a 1-hour ideation session with six engineers and other stakeholders (marketing, analysts, etc.). We dot voted and selected the top three ideas.

First drafts

hi-fidelity designs

Based on the initial sketches, Hayley (Principal Product Designer) and I created hi-fi designs to share with the team via slack to choose the top two designs.

PROTOTYPE

Three prototypes

to user test

User tested 3 prototypes with a total of 21 users (7 per prototype), across mobile and desktop. The prototypes were a ‘Group’ tab within the modal (mobile & desktop) and an interstitial page shown after the modal (mobile).

7 users • age 18-65 • customers & non-customers

Platform: usertesting.comTask: Find a card for a colleague who’s leaving the company

Key assumptions

  1. Do users know group cards are physical, not eCards?
  2. Do they understand multiple people can sign a single card?
  3. Is the opened preview (in the group tab) confusing?
  4. Are they aware the group card is optional? e.g. they can proceed with a regular card by tapping the ‘single’ tab.
  5. Do users understand that profile images shown inside the card aren't printed?
  6. Do they know group cards come at no additional cost?
  7. Do they notice the card size picker in ‘group’ tab?
  8. Overall pain points & what worked well.

Mobile: card modal tab

Desktop: card modal tab

Mobile: interstitial page

7 users • age 18-65 • customers & non-customers

Platform: usertesting.comTask: Find a card for a colleague who’s leaving the company

Key assumptions

  1. Do users know group cards are physical, not eCards?
  2. Do they understand multiple people can sign a single card?
  3. Are they aware the group card is optional? e.g. they can proceed with a regular card by tapping ‘no thanks’.
  4. Do users understand that profile images shown aren't printed?
  5. Do they know group cards come at no additional cost?
  6. Overall pain points & what worked well.

TESTING & ITERATIONS

Usability testing

21 users, 3 tests

I conducted three unmoderated tests with a total of 21 users for the mobile version of the interstitial page and both mobile & desktop versions of the modal designs. I used my key assumptions for each design to guide my script and synthesise results.

19 out of 21 users understood that making their card a group card comes at no additional cost.

Across both designs, 6 out of 21 users had questions about what "Learn More" would display, while others expected it to contain FAQs.

21 out of 21 users understood making their card a ‘group card’ is optional.

21 out of 21 users understood the concept of group cards easily from both designs and platforms.

For the modal design, 4 out of 14 users found the multi-buy tab unclear—either questioning its necessity or struggling to understand its purpose.

For the modal design, 5 out of 14 users weren’t sure if the images next to the sample messages were part of the card or not.

Final design

Iterations

Based on the results of the usertests, I iterated the modal design to improve the user experience.

Revised sample group card to align with customer expectations by removing images and incorporating additional placeholder text.

Removed 'Learn more' button as users already understood the group cards concept from the displayed content.

Refined copy to clearly guide users on the next steps for group card creation.

Removed multi-buy tab to minimise cognitive load & avoid confusion.

A/B testing duration

dependent on targeted occasions

While I iterated the designs based on user feedback, I spoke to our product analyst to get time estimates for each design (modal & interstitial page) in order to reach significance. Depending on the occasions we targeted, we had two options:

1

Run test using specific occasions relevant to group cards (e.g. birthday, leaving)

2

Run test for all occasions

The interstitial design would take over 100 weeks for specific occasions and 20-30 weeks for all occasions. Therefore, we chose the modal design for all occasions for a more adequate time to reach significance.

RESULTS

A/B results with a

positive outcome

Based on user feedback, I finalised the design and led the engineering handover, pairing to ensure alignment. After 3 weeks, we reached significance with a very surprising, yet positive result.

More Group Card projects created

0.64% increase in Group Card projects created within the variant (Desktop & Mobile).

+0.64%

Group Card projects created

Increase in step conversion

2.8% increase in step conversion from Editor to Xsell for Desktop in the variant.

2.8% increase in step conversion from Editor to Xsell for Desktop in the variant.2.5% increase in step conversion from Editor to Xsell for Mobile in the variant.

+2.8%

Desktop step conversion

+2.5%

Mobile step conversion

Increase in conversion

1.4% increase in conversion on users clicking ‘Add to Basket’ in card modal.

+1.4%

Conversion

LEARNINGS

Reflecting on project

and outcomes

01

UX is only part of the picture

Great UX isn’t always the deciding factor. I learned the importance of balancing user needs with business goals, and engineering constraints—especially when A/B test duration influenced our direction.

02

Collaboration = key

Working closely with engineers, analysts and PMs pushed me to think more holistically, I learnt to navigate trade-offs and lean into data-driven decisions.

03

Let research guide—not dictate

With an abundance of past research, it can be easy to get stuck on past insights. I had to remain open, challenge assumptions, and make confident decisions with the constraints present.

Home

More to explore...

Menu iconography

0.4% increase in conversion

Created bespoke icons to improve mobile menu clarity and speed up navigation—resulting in a 0.44% uplift in conversion and 10% reduction in time to select menu category.

UI • Shipped • 2024

Log in incentive

0.2% decrease in conversion

Designed new account page and tested a delayed ‘tooltip’ to nudge users to login—increasing login rates, but negatively impacted conversion. New account page was implemented, but tooltip wasn’t shipped.

UX/UI • Not shipped • 2024

Want to collaborate?

Let’s talk

Send an email

LinkedIn

WhatsApp

Links

Work

About me

Design process

Download resume

D

H

Work

About me

Design process

Resume

Improving new feature visibility

Group cards visibility

Help customers find group cards and inspire them to gather messages from friends & family.

Group cards lets multiple people add messages to a single Moonpig card—a feature users find very exciting, but rarely use.

Previously, I conducted a card sort with 30 users, asking them to rank 15 Moonpig features from most to least exciting. Group Cards was ranked as the most exciting, yet it is the least-used feature—accounting for just 0.2% of total orders. This signalled a clear disconnect between interest and discoverability, pointing to an opportunity to increase visibility & feature engagement without hurting overall conversion.

Problem

Group cards is one of Moonpig’s most exciting features, yet it accounts for 0.2% of total orders. Users struggle to discover it organically, highlighting a clear visibility issue in the core journey.

Outcome

Added group cards to the card modal—a key step in the user flow—making it easier to find. This led to a 0.64% increase in group card project creations and a 1.4% lift in conversion.

Role

Product Designer

Timeline

Dec 2023 — Mar 2024

Team

1 midweight designer (me), 1 principal designer, 1 product manager, 1 delivery manager, team of developers

Tools

Figma

Miro

Usertesting.com

Hotjar

JIRA

Slack

Google suite

DISCOVER

User research

current entry point

Gathered insights from CSAT, surveys, cart sort, and previous usertests. Analysed the current entry point and end-to-end flow of creating a group card. Based on this, we narrowed the main problem to users struggling to find group cards.

Group cards is ‘hidden’ in the meganav, making it difficult for users to find it.

“Oh wow this is such a fantastic idea! I had no clue Moonpig offered a service like this, sounds much easier than passing a colleague’s birthday card around the office.” - 36, F, Moonpig customer

Existing research

A survey of 1.9k respondents revealed that the most popular occasions for group cards are colleagues (birthday, leaving, or starting a new job) and birthdays. In previous card sort of over 15 features, we found that group cards were one of the most exciting features for both customers and non-customers.

Users need a visual aide coupled with simple copy to understand the proposition of group cards.

Most group cards are started and completed on desktop, likely because the most popular occasions—colleagues leaving or starting a new job—occur at work.

DEFINE

Define key metrics

measure impact

01

Short term: increase group card projects created

Since it takes on average 6-7 days for a group card to be signed and delivered, we’re tracking the number of group card projects created as an early engagement signal.

02

Short term: no negative effect on conversion

Since we’re making a change in the core journey, we’re keeping an eye on conversion to ensure there’s no significant drop.

03

Long term: grow feature adoption from 0.2% to 2% of all orders

This project is one of the main initiatives that supports the broader product strategy to drive group card feature adoption.

04

Lagging: increase group card feature awareness

We run a monthly Hotjar survey to track feature awareness. We’ll monitor any shifts in group card awareness over the course of 3 months.

IDEATION

Sketches

initial ideation

With a packed roadmap and Valentine's Day approaching (A/B testing isn't allowed during peak holidays), we needed to act fast. We tackled the problem from two angles: discovery and findability. I facilitated a 1-hour ideation session with six engineers and other stakeholders (marketing, analysts, etc.). We dot voted and selected the top three ideas.

First drafts

hi-fidelity designs

Based on the initial sketches, Hayley (Principal Product Designer) and I created hi-fi designs to share with the team via slack to choose the top two designs.

PROTOTYPE

Three prototypes

to user test

User tested 3 prototypes with a total of 21 users (7 per prototype), across mobile and desktop. The prototypes were a ‘Group’ tab within the modal (mobile & desktop) and an interstitial page shown after the modal (mobile).

7 users • age 18-65 • customers & non-customers

Platform: usertesting.comTask: Find a card for a colleague who’s leaving the company

Key assumptions

  1. Do users know group cards are physical, not eCards?
  2. Do they understand multiple people can sign a single card?
  3. Is the opened preview (in the group tab) confusing?
  4. Are they aware the group card is optional? e.g. they can proceed with a regular card by tapping the ‘single’ tab.
  5. Do users understand that profile images shown inside the card aren't printed?
  6. Do they know group cards come at no additional cost?
  7. Do they notice the card size picker in ‘group’ tab?
  8. Overall pain points & what worked well.

Mobile: card modal tab

Desktop: card modal tab

Mobile: interstitial page

7 users • age 18-65 • customers & non-customers

Platform: usertesting.comTask: Find a card for a colleague who’s leaving the company

Key assumptions

  1. Do users know group cards are physical, not eCards?
  2. Do they understand multiple people can sign a single card?
  3. Are they aware the group card is optional? e.g. they can proceed with a regular card by tapping ‘no thanks’.
  4. Do users understand that profile images shown aren't printed?
  5. Do they know group cards come at no additional cost?
  6. Overall pain points & what worked well.

TESTING & ITERATIONS

Usability testing

21 users, 3 tests

I conducted three unmoderated tests with a total of 21 users for the mobile version of the interstitial page and both mobile & desktop versions of the modal designs. I used my key assumptions for each design to guide my script and synthesise results.

19 out of 21 users understood that making their card a group card comes at no additional cost.

Across both designs, 6 out of 21 users had questions about what "Learn More" would display, while others expected it to contain FAQs.

21 out of 21 users understood making their card a ‘group card’ is optional.

21 out of 21 users understood the concept of group cards easily from both designs and platforms.

For the modal design, 4 out of 14 users found the multi-buy tab unclear—either questioning its necessity or struggling to understand its purpose.

For the modal design, 5 out of 14 users weren’t sure if the images next to the sample messages were part of the card or not.

Final design

Iterations

Based on the results of the usertests, I iterated the modal design to improve the user experience.

Revised sample group card to align with customer expectations by removing images and incorporating additional placeholder text.

Removed 'Learn more' button as users already understood the group cards concept from the displayed content.

Refined copy to clearly guide users on the next steps for group card creation.

Removed multi-buy tab to minimise cognitive load & avoid confusion.

A/B testing duration

dependent on targeted occasions

While I iterated the designs based on user feedback, I spoke to our product analyst to get time estimates for each design (modal & interstitial page) in order to reach significance. Depending on the occasions we targeted, we had two options:

1

Run test using specific occasions relevant to group cards (e.g. birthday, leaving)

2

Run test for all occasions

The interstitial design would take over 100 weeks for specific occasions and 20-30 weeks for all occasions. Therefore, we chose the modal design for all occasions for a more adequate time to reach significance.

RESULTS

A/B results with a

positive outcome

Based on user feedback, I finalised the design and led the engineering handover, pairing to ensure alignment. After 3 weeks, we reached significance with a very surprising, yet positive result.

More Group Card projects created

0.64% increase in Group Card projects created within the variant (Desktop & Mobile).

+0.64%

Group Card projects created

Increase in step conversion

2.8% increase in step conversion from Editor to Xsell for Desktop in the variant.

2.5% increase in step conversion from Editor to Xsell for Mobile in the variant.

+2.8%

Desktop step conversion

+2.5%

Mobile step conversion

Increase in conversion

1.4% increase in conversion on users clicking ‘Add to Basket’ in card modal.

+1.4%

Conversion

LEARNINGS

Reflecting on project

and outcomes

01

UX is only part of the picture

Great UX isn’t always the deciding factor. I learned the importance of balancing user needs with business goals, and engineering constraints—especially when A/B test duration influenced our direction.

02

Collaboration = key

Working closely with engineers, analysts and PMs pushed me to think more holistically, I learnt to navigate trade-offs and lean into data-driven decisions.

03

Let research guide—not dictate

With an abundance of past research, it can be easy to get stuck on past insights. I had to remain open, challenge assumptions, and make confident decisions with the constraints present.

Home

More to explore...

Menu iconography

0.4% increase in conversion

Created bespoke icons to improve mobile menu clarity and speed up navigation—resulting in a 0.44% uplift in conversion and 10% reduction in time to select menu category.

UI • Shipped • 2024

Log in incentive

0.2% decrease in conversion

Designed new account page and tested a delayed ‘tooltip’ to nudge users to login—increasing login rates, but negatively impacting conversion. New account page was implemented, but tooltip wasn’t shipped.

UX/UI • Not shipped • 2024

Want to collaborate?

Let’s talk

Send an email

LinkedIn

WhatsApp

Links

Work

About me

Design process

Download resume