Apple

Gifts shouldn’t feel transactional. At Apple, I redesigned the content experience for gifting in the Apple Store app, turning product purchases into something worth unwrapping. Through digital gift messages, flexible delivery, and a little animation magic, the feature became a full experience that’s fun to give, and fun to get. Working cross-functionally with design, product, engineering, and AX partners, I crafted messaging that guided users through personalization options without overcomplicating the joy. Clear microcopy like "Track your gift’s journey" reframed order tracking as part of the story. Headlines like "Engrave your gift" and "Add a digital gift message" kept things benefit-forward and simple. Every asset (marketing, checkout, product pages, DMs, SMS, overlays, gift configuration) worked together to create something bigger than the sum of its parts: a gifting experience where both sides feel seen.