Cashrewards
Optimising the For You member experience for conversion
For You was launched as a personalised hub for members to track their promotions, add favourite merchants and browse curated offer collections. 6 months after launch we reviewed data and survey insights to look at how we could deepen personalisation and boost offers discoverability to increase conversion leading up to our peak retail season.
cashrewards 2025 / product lead / end to end product design
What we did
SUPR-Q survey conducted to collect member feedback.
Data insights via Amplitude to analyse performance of live For You section and pages.
Ideation sessions with the Marketing, Sales and Retail Media teams.
Sessions with the Data team to discuss new APIs and data end points that we could leverage and how to deepen personalisation.
What we found
Members wanted favourites to be more visible and frustration around missing boosted rates was high.
Promotion activations were high but conversion to shop was low.
Collection views and conversions to shop were high but the featured collections were static and hadn’t been updated since launch.
Shallow personalisation was limiting offers relevancy.
Define the problem
The For You section currently lacks tailored content that drives merchant / offers exploration and satisfaction for our members. How might we introduce more relevant offers and deepen personalisation on the page to increase engagement and first-to-third shop conversion metrics?
Goals
Improve merchant / offer discovery by introducing more personalised and recommended content.
Customise page designs for key member cohorts.
Increase page views and conversion metrics.
Ideation
Host insight sessions with Retail Media, Marketing and Sales to discuss vision and align on key requirements.
2 workshops with squad to ideate on core strategic pillars including personalisation, relevancy and discovery.
Discussions with Data team around new data points and how we could best leverage them.
Stakeholder walkthroughs for feedback including Data team to discuss best cohorts and sizes to test on.
Opportunities
Introduce contextual education and custom cohort templates enable engagement at all journey stages.
Improve content hierarchy for pages to highlight important offers or key functionality.
Create new UI patterns to reduce UX fatigue and revise image reliant components causing operational overhead.
Utilise new APIs and data points to increase relevancy of offers and deepen personalisation.
Test and learn approach
Roll out contextual messaging cards for key journeys on live app and test while other functionality in build.
Launch 2 weeks of manually curated ‘Deals of the Day’ to test member interest before implementing APIs to power it.
Launch For You 2.0 as the default app page for a small cohort of users and test engagement metrics and impact on shop page metrics.
Implement 4 new curated offer collections for members to engage with while new API being built to power self curated and dynamic collections.
Test ‘Upcoming Boosts’ pod with highly engaged cohort to track reminders and conversions.
Encourage addition of favourite merchants at onboarding to assist personalisation.
Early results
Promotions Status cards
New Promotion available card increased activations by 3.5% and Reminder to Shop card increased shop conversions by 3%.
Add to Favourites card
Introducing an Add to Favourites message in the page empty state led to a 5% uplift in new members adding merchants to their faves list.
New collections
New collections were viewed by 85% of members tested and led to an increase of 6 secs in time spent on page.
Full metrics not available as Cashrewards sadly was shut down before we could launch the full For You functionality.