Cashrewards

Browser Extension Uplift

Cashrewards Notifier is a savvy shopping assistant that reminds members when cashback is available as they’re shopping online. Although a high converting channel it had taken a back seat to the app and website and there was opportunity to enhance this beloved member product.

Senior Product Designer / E2E product design / 2024

Discovery

  • Review analytics from our data platform, Amplitude and the web extension stores.

  • Review feedback from member interviews and support tickets to uncover sentiment and identify key pain points.

  • Competitor analysis, Opportunity mapping and JTBD.

  • Review existing member comms for the Notifier.

  • Workshop with cross functional teams to identify areas of focus and define highest value opportunities.

Key Insights

  • Members who adopt the Notifier become 3 times more likely to convert to regular Cashrewards shoppers.

  • There is still a significant lack of trust when it comes to using browser extensions.

  • While Notifier conversions were great adoption was still low due to lack of member awareness and education. 

  • Members who used the Notifier were often unsure if was activating and successfully tracking their cashback.

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Define the Problem

The Notifier lacks adoption due to mistrust and low awareness, and is falling behind competitors who have updated their extensions with newer UX patterns and technology.

How might we raise awareness of the product and improve the user experience to increase trust and conversion?

Opportunities

  • Revisit how we talk about the Notifier by focusing on benefits not features and using more everyday language. 

  • Redesign the extension store pages that are outdated and copy heavy making them hard to scan and digest.

  • Update core Notifier functionality that is contributing to a poor user experience such as lack of interaction states. 

  • Redesign the UI to include design system components. 

  • New awareness campaign for members.

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Ideation

  • Deep dive session with the Web Squad around feasibility of rebuilding the Notifier using React and incorporating our design system components.

  • Ideation session with Product Designers to come up with quick concepts and feature improvements.

  • Lo-fi prototyping of 2 strongest concepts.

  • Review Design System components ready to integrate and identify new components required.

Solution

  • Redesign web store pages with easy to understand messaging and educational videos.

  • Incorporate contextual states for the Notifier to suit member journey stage.

  • Incorporate new APIs with smarter data points.

  • Include onboarding education.

  • Revise functionality to remove key member pain points such as slider covering the shopping cart.

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Early results

Store pages

Redesigned store pages increased installs by 5% prior to new functionality being rolled out.

Uninstall page

Feedback form was implemented immediately to capture feedback that helped inform feature prioritisation.

Marketing push

New marketing comms went out using more friendly language which increased installs by 6.5%.

Further metrics not available as Cashrewards sadly was shut down before we could launch the new, sparkly Notifier.

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