B2C E-comm App
Sunlight is Russia's leading jewelry retail brand. It owns a network of more than 800 offline stores and a large online trading platform. I was a part of big design team responsible for the end-to-end experience of their B2C application across iOS, Android and Web platforms.
What I did
Interface design using Figma
Development and ongoing support of the design system
User flow creation and interactive prototyping
Remote, unmoderated UX research via the Pathway platform
Interface animation with Adobe After Effects and Lottie
Challenge
Designing for e-comm requires a delicate balance between visual richness and usability — the product had to feel premium without sacrificing clarity or accessibility on mobile screens.
Outcome
A polished, scalable product design that served millions of users across platforms, backed by a robust design system to support fast iteration.
Case
Goal
Purchasing a virtual gift card seems simple on the surface, but in practice it involves multiple decisions: selecting a design, defining value, entering recipient details, and scheduling delivery.
The core challenge was to design a multi-step gift card purchase experience that:
Guides users intuitively from start to finish
Minimizes friction and decision fatigue
Supports both quick and customized flows
Feels visually engaging and rewarding
Success was defined by:
High completion rates
Low error rates
Positive perceived ease-of-use
Each step needed to be presented on separate screens, increasing the risk of friction, drop-offs and cognitive overload.
Process
The design process involved multiple iterations and prototyping stages:
Solution
We designed a screen-based flow, where each stage focuses on a single task.
Step 1
Card design selection
Users begin by choosing a visual style for the card.
This sets the emotional tone and creates early engagement.
Step 2
Card Value Selection
Users can:
Select from predefined amounts
Enter a custom value
The custom price entry step was tested with remote participants.
70%+ success rate in completing the scenario
Users appreciated flexibility
Step 3
Recipient Information
Users provide:
Recipient name
Phone number
Enhancements:
Native contact list integration
Optional sender name field
Step 4
Message Personalization
Users can add a custom message. This step is optional, reducing unnecessary friction for quick purchases.
Step 5
Delivery Timing
Users choose:
Immediate delivery
Scheduled sending
Optional:
Email field for receiving a purchase receipt
Step 6
Summary & Review
A final overview of all entered data:
Editable via Back navigation
Designed to reduce errors before payment
Step 7
Payment & Final
Users select their preferred payment method and complete the purchase.
After successful payment a corresponding message with Lottie animation are displayed. Then, user either closes the entire functionality or navigates to the purchases section, where the receipt will be displayed.
Key Takeaways
Breaking complex flows into focused steps improves usability
Combining preset options + customization supports diverse user needs
Optionality is key to reducing friction
Thoughtful motion design enhances perceived quality and satisfaction
