Why Scottish fintech GiftRound made UX a priority?

For GiftRound, creating a frictionless, intuitive and customer-centred experience is core to their mission: making it easy for people to contribute to group gifts online.

As the platform gained traction and the customer base grew, founder Craig Forsythe saw the opportunity to strengthen the user journey and make every interaction more seamless.

“User experience isn’t just about how things look,” Craig explains. “It’s about making people feel confident using the platform, whether they’re setting up a collection or chipping in for a friend’s birthday.”

The GiftRound team began looking more closely at how people moved through the product, from the first visit to completing a group contribution. Small moments of friction, unclear messaging, or awkward flows were quietly affecting engagement and satisfaction.

To explore improvements, GiftRound partnered with design studio Interaktiv for a free user experience design workshop.

In just an hour, they had:

• Identified specific ways in which the brand could be elevated to reflect the strength of the product, then set out practical steps for how that could be done.
• Pinpointed parts of the user journey that weren’t working as hard as they could, and made recommendations on how to go about fixing them.

What began as a one-hour design conversation led to a deeper review of the platform, a new brand, thoughtful changes across the customer journey, and a new website.

“The UX changes we made have had a huge impact for our team and for our customers,” Craig says. “It’s made the whole GiftRound experience feel easier, faster, and more enjoyable.”