My Role: Senior Designer
TL;DR: Lead design for a new business launch in an existing product.
RetailMeNot, the coupon aggregator, recognized an opportunity in an adjacent business sector to coupons - discounted gift cards. With a small team, I was tasked with launching a proof-of-concept test across a few of RetailMeNot’s platforms. The main goal was to observe how users reacted to seeing a new content offering (gift cards) in a feed of coupons. Did users view gift cards as a feasible means of getting a discount in the quick in-and-out RetailMeNot funnel?
I began by researching some of the leaders in the discounted gift card redemption space at the time (Raise, giftcards.com). Since the goal was to introduce a new offering into an already busy interface scan-ability and clarity were critical to the success of the design.
As this was a new and different redemption flow for RetailMeNot's core coupon users, guiding users through the process was also important. I began by gathering key business needs from product stakeholders as well as engineering limitations (APIs and third parties used).
Redemption Flow Exploration
From there I began sketching and conducting group brainstorming sessions with key stakeholders to increase team buy-in as well as collect viewpoints for the initiative.
I was also exploring how to add a new – very different – content type into a list of coupons. Since users were already on the page hunting for discounts, much of the work involved clearly signaling that the gift cards were different. Gift cards can be used on anything at a store so more often than not they were the best coupon available. We determined there was need for these placements to be displayed very prominently on the page.
Testing & Solutions
After performing many facilitated user testing sessions on possible flows and differentiation ideas through clickable prototypes, we landed on a clear and easy to use solution. It was met with extremely positive initial testing results as a new business unit for RetailMeNot.