Loovly is a collaborative gifting platform built around a physical video card, bringing friends and family together to create a shared keepsake through videos, photos, voice notes and messages.

The physical product already had a clear proposition, but lacked the digital experience to bring it to life. I led product design from the ground up, defining the experience around three roles — Givers, Contributors and Receivers — and connecting the entire journey from gift creation and contributions to checkout and receiving.

A central challenge was making collaboration effortless without adding account or permission friction. Contributors can join through a simple link, while Givers retain control over the gift. The visual and interaction language brings a sense of warmth and restraint, letting the personal content take centre stage.

The result is a complete digital product system that connects people, contributions and the physical card into one shared gifting experience, now moving into development.