My Role
As the sole designer on this project, I was responsible for all aspects of the coupon redesign, from conducting research and developing the design strategy to creating the final visuals and comprehensive documentation. I collaborated closely with cross-functional teams, including product management, engineering, branding, and design systems, to ensure a cohesive and user-centered design solution.
My Challenge
This project presented several key challenges. First, I had a tight deadline of just three weeks to redesign various types of coupons and rewards, each with unique requirements and rules around imagery and information display. Additionally, I had to account for complex coupon stacking rules and ensure compatibility with different retail solution trains.
Second, certain elements, such as the 'Send to Card' button and its associated language, were considered "off-limits" due to concerns about potential negative impact on the click-through rate. This constraint limited my design options and required a delicate balance between innovation and maintaining familiarity.
Third, the CVS design system was still in its early stages of development, requiring close collaboration with the design system and branding teams to ensure the new coupon design aligned with the evolving brand identity and UI patterns.
My Approach
Competitive Analysis: To understand industry best practices and identify areas for improvement, I conducted a competitive analysis of coupon designs from other major retailers. This analysis revealed that our existing design was outdated compared to competitors, who were adopting a mobile-first approach with cleaner layouts, prominent product imagery, and clearer calls to action.
Design Decisions: Based on the research insights, I focused on simplifying the layout and typography, using clearer calls to action, and creating a visual hierarchy that made the coupons more scannable. I also differentiated coupon types by giving more emphasis to product images for manufacturer coupons and applying a stronger branding treatment for CVS deals. These changes addressed the user pain point of information overload and made it easier for customers to quickly identify relevant deals.
Documentation: To ensure design consistency and streamline development, I created a mini design system and style guide specifically for coupons. This centralized previously scattered information, facilitated smoother collaboration with developers, and served as a valuable onboarding tool for new designers.
The Solution
The final design delivered a streamlined and user-friendly coupon experience that was more aligned with modern design trends and user expectations. The simplified layout, clear visual hierarchy, and prominent product imagery made it easier for customers to quickly scan and understand the coupons. The distinct visual treatment for different coupon types further aided comprehension and decision-making. The comprehensive documentation ensured design consistency and facilitated a smooth development process.
The Impact
The redesigned coupons resulted in a noticeable increase in coupon usage and 'Send to Card' click-through rates, suggesting that the new design was more effective in capturing users' attention and encouraging interaction. We also observed an 88% improvement in user satisfaction with the coupons, with nearly 60% of users expressing strong positive sentiment. Users specifically praised the clarity, ease of use, and visual appeal of the new design. Here are some examples of user feedback:
'I like that the coupons available to add to card are now larger with additional info right from the home screen. The larger pictures help to see the exact product and the additional details don't need to be hunted down. The rewards summary is clean and simple which I appreciate.'
