Hepsiburada Flowers & Gifts
This is a self-directed product design case study exploring gifting commerce. Buying a gift breaks the assumptions of a normal checkout because the buyer may not know the recipient's address, may want the delivery to stay private and still needs reassurance after placing the order.
- (Context)
- Product design case study · Gifting commerce
- (Role)
- Senior UI/UX Designer — end-to-end product design case study
- (Scope)
- Delivery region, recipient address request, surprise mode, photo approval, order tracking, checkout continuity and edge cases
- (Platform)
- Mobile commerce
- (Status)
- Product design case study
The problem
Standard checkout assumes the buyer knows where the order is going and wants full visibility. Gifting often works differently: the address may be unknown, timing matters more, and the recipient experience needs to stay controlled. These moments create gaps in a normal commerce flow. The case focuses on making those gaps explicit instead of hiding them inside checkout.
A self-directed, solo case: within a three-day case window I analysed the problem, benchmarked competitors and built the flows, information architecture, visual system, prototype and presentation end-to-end.
Key product decisions
- 01Let the buyer request the recipient's address without forcing them to leave the purchase flow.
- 02Surface delivery-region availability early, before the buyer commits to a product that cannot arrive on time.
- 03Design surprise mode as a clear order option, not a hidden note inside checkout.
- 04Add photo approval and tracking states so the buyer can trust the delivery they cannot see.
Flow and system design
The journey is structured as a gifting flow rather than a standard purchase funnel. The sequence moves from gift selection to delivery region, recipient address, surprise options, photo approval and post-order tracking. Each step includes a fallback so the order can progress even when information is missing or delayed.
Interface system
The interface uses familiar commerce patterns — cards, steppers, sheets and timelines — but adapts them for a more emotional and time-sensitive purchase. Status, reassurance and visibility are designed into the flow. The buyer always knows what is waiting, what is confirmed and what happens next.
Edge cases & states
- 01Recipient has not shared the address yet, or shares it late.
- 02Delivery region is unavailable or outside the requested window.
- 03Surprise mode is on, while the buyer still needs confirmation and tracking.
- 04Photo approval is declined and the order needs a remake or delivery update.
Developer handoff
As a case study, the work is documented as product flows, annotated screens, states and decision notes. The handoff artefacts show the intended journey, the fallback states and the logic behind each gifting-specific interaction.
A self-directed gifting-commerce case study designed around the moments where standard checkout breaks: unknown address, delivery uncertainty, surprise delivery, photo approval and tracking.
(11)
What I'd improve next
I would test the recipient-address request under real timing pressure. I would also explore reminder and scheduling logic for date-driven gifting moments where delivery timing is the whole experience.
A self-directed concept showing how an existing marketplace can expand into emotional, time-sensitive gifting without spinning up a separate app — the design demonstrates product thinking across a real-world category gap, not just screens.
- 01Core contribution: the “Address Clarity Ladder” — turning an unknown recipient address from a checkout blocker into a managed, progressive flow (discover first, details later).
- 02Handled delivery uncertainty with a conditional-order / pre-authorisation model: confirmed once recipient details arrive, with equivalent-bouquet, alternative-slot or full-refund fallbacks.
- 03Balanced privacy and trust — the sender is known, the gift stays a surprise — rather than a fully anonymous link.