Cashrewards — Browser extension
A better online shopping experience that meets member needs
Background
Cashrewards, founded in 2014, is a reward platform for shoppers to earn money when they make a transaction with its partners online. Cashrewards tracks its members’ transactions through online clicks. Cashrewards’ digital products include website, app, and browser extension. Its biggest competitor is Shopback who launched in Australia in 2018.
My role
Research
UX Design
Prototyping
UI Design
The Cashrewards Notifier
The browser extension tracks members’ online behaviour. It reminds members of rewards when they visit partnering sites. It also finds discount coupon codes and applies at the checkout for the best savings. It’s available on Chrome, Firefox, and Safari. There were around 15,000+ users on the Google Chrome extension when I started the project.
The brief
I was asked to find out current pain points from members and improve user experience so it aligns with Cashrewards competitors.
Competitive Analysis
The two best performing competitors in the market at the time was Honey and Ebates (now Rakuten). Three things I found from the research that the previous Cashrewards Notifier lacks were the dated UI, inconsistent labeling, and the clunkiness of the auto-apply coupon code feature.
Research
After talking to the Members Service Team, I narrowed down to four pain points.
Pain points
- Not enough information provided on the Notifier
The Notifier is meant to be used as a shortcut for members to start shopping and be rewarded while browsing on partner websites. Members could not find specific cashback rates (when partner brands offer multi-tiers cashback) or special terms on the Notifier. - Misconception about activation
Over 90% of the members thought all transactions will be tracked once they activated cashback on the Notifier slider. Members who make multiple transactions with the Notifier did not know that they have to re-activate tracking for subsequent purchases. - Inconsistent labeling
Many members are confused because of the inconsistent labeling and messaging throughout the journey. - UI
The previous UI design looks dated resulting in the loss of trust in our brand. Many users think the Notifier is out of date.
Design process
Working in a start-up reminds me of the time when I worked in the design studio many years ago. Everyone wears many hats and juggles many tasks every day. The timeline is always tight for everything and the goal is to build and test and iterate in the real world.
I started the design in high fidelity as UI is part of the design solution. The key was to show the right amount of information at the right time, without interrupting the shopping journey.
I reworded all the content with the help of the Members Services Team. Did a few iterations of the design and tested it internally before presenting it to the stakeholders. Once approved, I worked closely with the development team overseas and released the design on time.
Results
Since the new release of the Notifier updates, the Members Service Team has reported a significant decrease in tickets enquiring Notifier tracking. There’s also an increase in downloads after several Marketing campaigns promoting the new Notifier. As of today, there’re over 50,000 users on the Google Chrome extension.
