Scotland Loves Local:
Supporting delivery of 85,000 complementary gift cards to Glasgow residents through a comprehensive service design.
Type of work: Incentives, Tech for good, Retail, Social Campaign, E- Commerce
My deliverables: UX Design, Service Design, Wireframing, Prototyping, User Journey, Service map
Project delivery year: 2022
Working with: project manager(studio), company director(client), project manager(client), developer(studio)
The client
Miconex works with towns and cities across the UK & Ireland to provide Mastercard gift card programs. The Town & City Gift Card program is designed to lock in money for business communities, drive footfall and stimulate additional economic activity. For more information, visit: https://townandcitygiftcards.com/
What the client wanted
To help with the post-pandemic financial stagnation of local businesses in Glasgow, Miconex has partnered with Glasgow City Council to provide all residents (85,000 eligible households!!) with a free Glasgow Town & City Gift Card worth £105 to spend in local stores. My role was to design card activation process for this programme - all this with a deadline of a week only.
What I delivered
Full end-to-end card activation service map
Wireframes of an activation website
Service map
Wireframes
The Results
In just 24 hours of the activation letters landing, over 45,000 cards were loaded with their funds.
In just a week, over 75% of cards had been loaded with not one single report of system failure or interruption.
Both Glasgow City Council & Miconex received huge media coverage
Shortly after, we helped support similar initiatives with Aberdeen, East Renfrewshire, South Ayrshire, and Argyll and Bute and, most recently, Aberdeenshire.
Recognition of both Bravand team & Miconex with highly commended award from Gift Cards & Voucher association (GSCVA) in the ‘Big ESG (Environmental, Social and Governance) category