Epipoli: gift card dashboards, end to end

Epipoli is one of Italy's largest gift and loyalty card providers. I designed the B2C and B2B dashboards and the consumer sales sites, end to end: around 500,000 cardholders supported.

The management dashboards showed every available figure and nothing decisive: corporate clients couldn't read their loyalty programme performance without help from sales, and cardholders kept turning to customer care for steps they should have managed alone.

UX/UI Design Specialist on three connected products: the cardholder area, the business dashboard and the sales sites such as MyGiftCard. Research, information architecture, flows, UI and a shared UI library, plus leaner ways of working between design, marketing and engineering.

I interviewed real cardholders, to see how they actually activate a card, check a balance and top it up, and Epipoli's internal customer care team, who answer when one of those steps goes wrong. Hearing the same journey from both sides showed which moments turned into support requests.

On the business side, I worked with sales on the questions corporate clients kept asking them. That set the brief for all three products: the answer people come for goes first, and every step that produced a ticket either goes or gets its help in place, before the error.

Each audience got its own product and its own navigation, built from the same components, so a change to the library reaches all three.

Each step asks for one thing: the 16-character card code, then the identity document required by anti-money-laundering rules, then a confirmation that leads straight to the card instead of ending the journey. Help sits next to the field it explains, before any error.

Companies manage the cards they distribute: a wallet with the balance and every top-up, cards by branch, and bulk top-ups by hand or by template. The total stays in view while you work, and cards that can't be topped up stay in the list, disabled, so nothing disappears.

The sales sites share the design system of the dashboards. On MyGiftCard the services people come back for, activating a card or checking the balance, sit above everything else; on MyGiftCard Business the navigation is the product range itself.

How the business dashboard should open, decided with sales and the client. These are design alternatives compared in reviews, not a user test, and side A is a schematic reconstruction of the old dashboards, not a screenshot.

Start from the questions, not the data: with sales I worked out the three questions every client asks, and built the dashboard to answer those.

One hierarchy, repeated: headline figure, trend and detail in every view, so learning one screen means learning all of them.

One design system, two experiences: B2C built for choosing fast, B2B for control and reading data.

Fewer support tickets and less rework on screens after release. Corporate clients read their own programme performance without going through sales, onboarding calls got shorter, the redesigned product sites convert better than the previous version, and the shared UI library cut new-campaign launch time from weeks to days.