Cross Sell
great
pairings
should be
easy
More joy, less clicks
Moonpig’s personalised cards are legendary. The gift side of the story seemed as if it was an afterthought, which it isn't.
Customers were investing love, time, and sentiment into the perfect card.
Only to struggle when it came to the gift pairing.
It felt clunky.
Last minute.
A bolt-on, not a build-in.
We as the Cross Sell Team flipped that script. Making gifts feel like an intuitive extension of the card journey, not an optional upsell.
From strategic timing to thoughtful design, rooted in customer empathy, smart data analysis & as a result, smashing sales.
The Tension
Customers were completing beautiful, emotional cards —but falling off the purchase journey before selecting a gift. The experience made gift pairing feel like a separate chore instead of a seamless next step.
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Emotional Fatigue
After personalising a card, customers didn’t want to start from scratch with gifts
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Poor Visibility
Gift options were buried too late or too lightly in the flow
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No Relevance
Recommendations didn’t reflect the user’s card choice or recipient type
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Choice Paralysis
An endless gift list created friction, not delight
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Wrong Moment
Poor placement in the journey made the gift feel like a push, not a partnership
Labyrinth
Build a
garden
path
not a
customer affinity mapping
design
reviews
showcasing
solutions
Team included
Product
lead
uxui
lead
data
scientist
4 x
developers
Common pain points
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Gifts feel spammy or irrelevant
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Cross sell appears only at checkout, when emotional energy is low
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No logic behind gift recommendations
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Same product set shown to everyone
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Unclear price anchoring or bundling logic
opportunity gaps
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Add gift suggestions before emotional drop-off Right after personalisation
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Use smart algorithms to match gifts to card intent
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Visually group gifts by category & price
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Let users scroll horizontally, not dig vertically
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Surface the Top 50 Bestsellers
Evolving into dynamic, data led recommedations over time
Resolution
Our hardworking team successfully designed a frictionless gift pairing moment that meets the customer where they are.
The algorithm quietly worked behind the scenes — offering suggestions that made sense emotionally & economically.
Romantic gifts for anniversary cards.
Cheeky bundles for birthdays.
Thoughtful add-ons across every budget.
The Result —
A seamless extension of the card journey. A bump in basket value. And most importantly, a better customer experience — from thoughtful card to thoughtful gift.
be.
Certain images are credited to the company’s brand & marketing team. Used for storytelling purposes only.