There were several key challenges in creating these gift cards: first, it had to get noticed among the iconic brands that fill gift card racks. To ensure that the cards would stand out, I actually spent many hours in various supermarkets placing our mockups alongside the real cards. Second, the concept was difficult for people to understand—the idea of giving a card that allowed the recipient to donate to a nonprofit was foreign to most people. Eventually, people reacted really well to the cards; a Safeway focus group gave it one of their highest ratings ever for a gift card product. Additionally, I designed the entire redemption flow on the Causes site, from the landing page through the donation screens.