The online gift card system in Boulevard appears to be designed around the assumption that users are buying gift cards for themselves, which does not reflect real-world behavior. In practice, almost all gift cards are purchased as gifts for other people, and the current workflow breaks down because of this.

From the start, the system creates confusion by requiring sign-in and prompting non-account holders to enter “YOUR phone number or YOUR email address,” with no clarity on whether this refers to the purchaser or the intended recipient. Purchasers frequently enter the recipient’s information, assuming that is where the gift card should live, which leads to misattribution and confusion.

After purchase, gift cards intended for recipients remain permanently in the purchaser’s wallet instead of appearing in the recipient’s wallet. This causes repeated issues at checkout, forces staff to manually retrieve and transfer gift card codes between profiles, and turns what should be a simple transaction into a recurring operational mess.

The entire gift card experience is confusing for clients, inefficient for staff, and fundamentally misaligned with how gift cards are actually used. The system needs a full redesign with gifting, not self-use, as the primary use case.

The current gift card system is built for self-use and fails real gifting scenarios. At the very least, office staff needs to be able to transfer gift cards from purchaser's wallet to recipient's wallet. Please fix this.