RetailMeNot App
Instant Cash Back

PROBLEM

Cash back payouts typically take up to 45 days to hit user wallets. We found that using gift cards as a cash back mechanism would allow us to offer cash back — instantly. How might we test and bring this feature to life within the RetailMeNot app?

MY ROLE // Lead Product Designer iOS and Android
User research, product strategy, stakeholder alignment, information architecture, user flows, visual design, interaction design, copywriting, quality assurance, design guidelines.

KICKOFF + DISCOVERY

Phase 1 - Began with conducting an in-depth competitor analysis across deal apps and those with gift card programs.
Phase 2 - Create a full scale userflow, charting a comprehensive gift card program complete with a digital wallet and ability to use cash back rewards on gift card purchases.

DEFINE

After presenting a full-scale user flow of the gift card program, and discussing the merits of each feature, product along with senior leadership decided to reduce scope in order to get a MLP in production so we could gain insights for viability.

INSIGHTS

My Role - Prototyping, auditing and test writing
My Team - UX Researcher, Kelsey Loftin

Our UX Researcher and myself worked hand-in-hand to do an in-depth audit of all current user journeys to ensure the success of this program. We tested the end to end flow for friction points and ease of use, as well as program messaging to make sure our users understood the program.

DESIGN + DEVELOPMENT

Without re-designing the app and being mindful of our current design system, I needed to find a way to inject this program seamlessly into our current flows. Luckily, I had been working on the new RetailMeNot design system at the same time, so adding additional components that fit into the ecosystem was done easily enough.

The team and I worked tirelessly to refine the flow and high fidelity designs through various rounds of internal/external feedback. Most of which stemmed around scope changes, unforeseen limitations and new feature requests.

RetailMeNot’s “Instant Cash Back on Gift Cards” program launched successfully with a limited feature-set. However, since the program has proven to be a success, look for an expansion of the program across the app as well as web/extension integrations in the near future.

OUTCOME + SUCCESS
The gift card program has proven to be the stickiest feature we have to-date. Those users who purchase gift cards are rewarded instantly with cash back in their wallet, making it the most attractive benefit we offer. Those who use it are our highest, repeat users with the highest AOV.