Cash Back Redemption Flow Optimization

RetailMeNot is updating and modernizing design patterns on the web experiences to align with the new mobile app and email experiences. Learn more about it here.

Project Overview

As we continue to transform our Core Experiences, we want to identify the challenges of the redemption flow and bring this experience up to our North Star design standards.

Core Team

  • Product Designer: Nick Hughes

  • Product Mgt.: Joe Smyth, Andrew McHale

  • Engineer Lead: Sameer Singh

Design Challenge

How can we create a clearer redemption flow experience for our users? How can we give users a clearer understanding of the account and the method by which they’ll be receiving their cashback?

Hypothesis

  • Clearly providing users with the ability to choose and update their redemption options while cashing out their balance will lower customer care inquiries for users who have issues with the current redemption flow.

  • A smooth first redemption process will help in our effort to retain more cashback users long term.

Success Metrics

  • Lowering Customer Care inquiries

  • Increase in % of users cashing out their balance 2+ times

Discovery & Research

In September 2020 alone, 176 customers contacted customer care with questions about PayPal or Venmo redemption customer care inquiries. Volume ranges from 100 to 150 users per month on average, contacting customer care.

Strategy

  • Update redemption flow to match North Star design standards

  • Force users to explicitly choose if they want to redeem via PayPal or Venmo

  • More clearly display the email or phone number tied to their accounts

Solution

Key Design Updates

  • Updated the existing redemption flow as part of the Northstar transformation as we continue to clean up and streamline our account experience to make it easier to navigate and access important account information.

  • Made a clear distinction between redeeming with PayPal and/or Venmo (The old design caused confusion in picking redemption options).

  • New modal format

About RetailMeNot

RetailMeNot is a savings destination that influences purchase decisions through the power of savings. Our goal is to make everyday life more affordable. With 24,000+ retailers we are partnered with, we try our best to connect with our active, engaged shopping audience, as we drive the growth for more than 70,000 brands internationally.

Results

  • Customer Care inquiries decreased by 31% within the first two months

  • Users cashing out their balance increased by 2.1%

Next Steps

  • The redemption flow is now live in production. Product will continue to monitor bounce rates and continue to work with Customer care on the number of inquiries around redeeming.