One4all Malta is the local franchise of Europe’s leading multi-store gift voucher brand, redeemable at over 700 retail partners across the Maltese Islands. Despite strong brand recognition built over two decades, their online store was quietly working against them.
The checkout experience had a fundamental flaw: once a customer entered the purchase flow – selecting a voucher, adding card details, writing a personalised message – there was no way back. A wrong denomination, a second thought, a spelling mistake in the message – and the only option was to start over entirely. For a product built around the joy of giving, the process of buying it felt anything but joyful.
The store layout compounded the issue. Retail partners where vouchers could be redeemed, and selling agents where they could be purchased, were difficult to browse, poorly organised, and not optimised for mobile – the primary device of One4all’s customers. The overall impression no longer reflected the confidence of a market-leading brand.
We rebuilt the online experience around one principle: the customer should always feel in control.
The new checkout flow introduces a voucher calculator – customers input the total amount they want to spend, and the tool automatically breaks it down into the optimal combination of €15 and €20 vouchers, eliminating guesswork before a single item is added to cart. From there, every step is modular and editable: gift card, personalised message, and gift box packaging can each be added, changed, or removed at any point. Nothing is locked until the customer is ready.
For bulk and corporate buyers – a key segment for One4all – we introduced named packaging. Each order can be split into individually named packages, each dispatched to a different address. A process that previously required a phone call is now handled entirely online, in a single session.
The directories of both retail partners and selling agents were overhauled – clearly categorised, grouped logically, and fully responsive across devices. The visual design was refreshed to match the warmth and confidence the One4all brand already carries in the physical world.
The numbers tell the story. The previous website failed Google’s Core Web Vitals assessment on both mobile and desktop – the threshold Google uses to determine whether a site is fast enough to rank and retain visitors. The rebuilt passes it on both.
On mobile, where One4all’s customers are most likely to be buying a last-minute gift, the Lighthouse Performance score jumps from 35 to 78. On desktop, from 74 to 99. Largest Contentful Paint – the metric that measures how quickly the main content appears – drops from 25.6 seconds to 1.0 second on desktop. A customer who previously waited over half a minute to see the page now waits one second.
For an e-commerce store built around impulse gifting, that gap is the difference between a completed purchase and an abandoned one.
We’re not here to take over. Just to help you move forward.