Offers Future State
Simplifying a manual and costly offers management process.
Offers squad was tasked with simplifying Cashrewards offer management and promotion to reduce operational overhead, enable timely, targeted placements for merchants, and deliver relevant, engaging deals for members across channels.
cashrewards 2024 / senior product designer / end to end product design
The challenge
The current cost to serve an offer to our platforms was unnecessarily high due to outdated processes, a lack of automation and legacy technology.
How might we streamline the end-to-end offers process (with an emphasis on improving efficiency and scalability) to reduce the cost to serve and increase the value of offers for members.
The goal
Map the current state process for offers management to identify pain points and opportunities.
Map a plan for first steps in offers simplification that will drive the greatest value and identify biggest blockers.
Present a high level overview of findings and future vision to business leaders to align on next steps.
What we did
6 face-to-face interviews with internal staff members and teams including Sales, Finance and Revenue, Web Operations, Ad Operations, Retail Media, Marketing and Creative.
4 in-depth process walkthroughs including offers booking, offers creation, ad creation and creative production.
Mapped current offers construct and known complexities.
Detailed and high level process flows including pain points and opportunities.
Key insights
Offers duplication
Web Ops teams was spending 2 to 5 hours each day manually reviewing, de-duplicating and editing offers from 5 different sources.
No single source of truth
Lack of centralised systems meant there was no single source of truth for offers data and info was being input manually into multiple systems.
Bespoke service
Servicing custom requests had created complexity in our offers and all featured banners were being created bespoke, regardless of offer or client value.
First step… automation!
Investigate automation to assist in cleaning up the offers feed by de-duplicating and filtering out out those with incomplete information and bad characters.
Map the use cases for featured offer banners that can be automated without needing bespoke design assets and design a template to cater for all required information.
Business impact
Design time reduction
Hours spent on bespoke banner designed reduced by 85%.
De-duplication
Hours spend cleaning up the offers feed each day reduced by 55%.
Cost to serve
Cost of serving an offer to our platform reduced by 62%.