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Enhancing Tata Neu’s Gifting experience

Unwrapping Delight: A New Era of Gift Cards

Understanding the Context

We observed TATA NEU needs to increase its organic segment share by capitalising on the higher margins, better retention rates, and stronger customer intent observed in app conversions. We found that gift cards offer higher margins, better retention, and stronger customer intent. By leveraging these benefits, we plan to enhance the app with simplifying this gift card journey in a few taps

Business Challenges

Despite being a powerful tool for driving cross-brand engagement, Tata Neu’s Gift Card section was underperforming <2% to digital product revenue. The business faced low discoverability, high checkout drop-offs, and underutilization of NeuCoins, which directly impacted conversion rates, average order value (AOV), and user loyalty. User retention and engagement were reportedly lackluster, with monthly active users falling below 10 million

My Role

Responsible for the entire flow of gifting and sharing — from conducting user research, current interactions using heatmaps, ideation and user flow to final UI and prototyping.

Responsible for the entire flow of gifting and sharing, from ideation and user flow to final UI and prototyping.

In App Analytics Review

To better understand how users interact with the current gift card experience in Tata Neu, we tracked behavioral data using in-app analytics tools and conducted interaction audits based on defined UX and business goals. (DAU/3 Months/MAU/Gifting Section-8L)

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section, users are shown a list of cards: Tata Neu Gift Card” (usable across brands) and Specific brand gift cards (e.g., Croma, BigBasket, Taj).
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section, users are shown a list of cards: Tata Neu Gift Card” (usable across brands) and Specific brand gift cards (e.g., Croma, BigBasket, Taj).
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

Key Takeaways

The gift card entry is not catching attention. Users are task-driven and overlook this section entirely unless looking for it
Users don’t find compelling options like sorting, no emotional cues, and unclear value proposition
Cards aren’t visually distinct or categorized and lack the essence of personalisation. This creates indecision or disinterest
No clear gifting confirmation

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section, users are shown a list of cards: Tata Neu Gift Card” (usable across brands) and Specific brand gift cards (e.g., Croma, BigBasket, Taj).
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section, users are shown a list of cards: Tata Neu Gift Card” (usable across brands) and Specific brand gift cards (e.g., Croma, BigBasket, Taj).
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

Approach

Understanding our user interactions

Primary Users: Gift Senders, individuals purchasing gift cards for friends, family, or colleagues.

Secondary Users: Gift Recipients, people receiving the digital gift card via Tata Neu.

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section, users are shown a list of cards: Tata Neu Gift Card” (usable across brands) and Specific brand gift cards (e.g., Croma, BigBasket, Taj).
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section, users are shown a list of cards: Tata Neu Gift Card” (usable across brands) and Specific brand gift cards (e.g., Croma, BigBasket, Taj).
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

Research & Insights

Discoverability

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section, users are shown a list of cards: Tata Neu Gift Card” (usable across brands) and Specific brand gift cards (e.g., Croma, BigBasket, Taj).
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

The Gift Card option is buried under a category tab or hidden within the “More” section upon landing on the homepage

Upon finding the Gift Card section, users are shown a list of cards: Tata Neu Gift Card” (usable across brands) and Specific brand gift cards (e.g., Croma, BigBasket, Taj).
Many users don’t even realize gift cards are available. No clear entry point or CTAs
Minimal or no promotional banners to draw attention especially during festivals

Customisation & Checkout

There is no option to personalise the gift card: Choose a greeting design, add a personal message, preview and understand delivery

Users are directed to the regular Tata Neu checkout flow
No signs to use earned neu coins
Recipient receives an email with: A bland code or link to claim the gift
Feels impersonal and rushed

Usability Testing

Divided in Goals, User Behavior and User Thoughts

Finding Gift Cards

Searched “gifts” in search bar. Struggled to locate gift card section.

“I expected it to be on the homepage. It’s too hidden.”

Selecting a Card for Birthday

Found card after 3rd scroll, couldn't filter by occasion. Was unsure if customization was possible.

“There should be categories or occasion filters like birthdays or weddings.”

Trying to use NeuCoins at checkout

Tried applying NeuCoins but encountered restriction, no message until final step

“This was frustrating. If I can’t use them here, why not say so earlier?

Completing purchase

Succeeded but felt unsure if gift was delivered. No clear recipient confirmation

“Is there a confirmation? I just hope it went through.

Based on the personas & usability, we concluded that Tata Neu users ranging from occasional gifters to loyal Tata customers needed a gifting experience that was both intuitive and rewarding. They were looking for a flow that made it easy to discover the right gift, personalize it, and check out seamlessly, while also feeling assured of its value through clear redemption options and NeuCoin integration.

User Flow (Sharing a gift card)

User Flow for Recipient

Receives a Personalized Digital Card
Via app notification, email, or SMS complete with the sender’s custom message and theme

Opens Tata Neu App & Clicks ‘Redeem Card’ - Guided seamlessly into the redemption journey
Verification & Redemption - Enters the unique gift card number, receives OTP for confirmation
Selects Offerings/Products - Chooses from a wide range of Tata Neu services as per preference, card redeemed
Sender Notification - The sender is updated via SMS, email, and in‑app purchase history, ensuring transparency

introducing gifting

A New Way to

Celebrate Every Bond

A New Way to

Celebrate Every Bond

The landing

Discover the perfect gift

Occasion-based sorting, visual tiles, and search make it easy for users to find the perfect gift card quickly, reducing confusion and drop-offs.

Personalisation

Adding delight

Personalization turns a digital gift into a heartfelt gesture.

From custom notes to occasion‑based themes, users can tailor every detail. This ensures each gift feels unique, memorable, and perfectly timed.

Adding Recipient

Delivery

The focus shifts to creating delight on delivery

They can now preview what they are sending. This ensures the experience feels special, memorable, and emotionally impactful, rather than just another transaction

Checkout

The Final Step

The redesigned checkout makes the process transparent and effortless

Users can instantly apply NeuCoins, see the net effective price upfront, and complete payment in fewer steps with the option to share the gift card digitally

Category Landing

Smarter Discovery, Faster Choices

Occasion‑based sorting, brand filters, and visual tiles reduce bounce rates and help users quickly find the perfect gift card.

Personalisation

Making Every Gift Personal

Custom messages, themed designs, preview the personalized card, ensuring it feels thoughtfult before delivery turning digital gifting into a meaningful, memorable experience