Re-designing Cashrewards Shop
Cashrewards is Australia’s leading cashback platform, rewarding shoppers with cashback from partnered retailers while driving brand loyalty and revenue for merchants.
Cashrewards is Australia’s leading cashback platform, rewarding shoppers with cashback from partnered retailers while driving brand loyalty and revenue for merchants.
PRODUCT DESIGN · APP & WEB
PRODUCT DESIGN · APP & WEB
Re-designing Cashrewards shop
YEAR
2024
DURATION
3-6 months
ROLE
Product Designer
DEVICE
iOS, Android, Web
OVERVIEW
In FY24, we launched a refreshed shopping experience for Cashrewards members as part of an app first strategy—revamping key shopping flows to improve engagement, streamline operations, support personalisation and conversion through continuous experimentation.
GOALS
Increase offer clicks
Increase shop conversions
Increase engagement (MIUs/MAUs)
Support personalisation
Streamline operational efficiency
Homepage problem
The homepage suffered from high bounce rates, low engagement, and an outdated UI misaligned with Cashrewards new branding. During a front-end migration, we used the opportunity to optimise for higher engagement on app and overall operational efficiency.
Outcome
Delivered scalable UI components for app and web, including personalised carousels, and launched automated banners and gift card cards—reducing manual work and boosting efficiency.
+16%
Increase in offer clicks
1.8x
Higher CTR / personalised offers
+30%
Increase in MIU
+25%
Increase in daily conversion
Outcome
Delivered scalable UI components for app and web, including personalised carousels, and launched automated banners and gift cards—reducing manual work and boosting efficiency.
+16%
Increase in offer clicks
1.8x
Higher CTR / personalised offers
+30%
Increase in MIU
+25%
Increase in daily conversion
Merchant page problem
The merchant page appears just before conversion, but lacked clarity for Boosted Items Offers (SKU) leading to member complaints. The lack of app optimisation on the merchant page also led to a subpar user experience.
Outcome
Delivered modular web components for the new Merchant Page and designed the Boosted Items Offers feature (SKU), driving higher shop conversions and reducing member service claims. Co-designed the updated app experience and delivered a new modular UI.
7%
Increase in shop conversion
4%
Increase in SKU conversion
2x
Faster time to shop click
Outcome
Delivered modular web components for the new Merchant Page and designed the Boosted Items Offers feature (SKU), driving higher shop conversions and reducing member service claims. Co-designed the updated app experience and delivered a new modular UI.
+7%
Increase in shop conversion
+4%
Increase in SKU conversion
2x
Faster time to shop click
DESIGN PROCESS
Homepage
Why shop home page?
We chose the Shop page to first revamp and move into our new front-end due to it being the most frequently visited screens in app and web. The page is of high importance to merchants as it serves as the primary entry point to Cashrewards. Despite the high influx of users, it falls short in terms of engagement and click through rates.
Old shop page web
Old shop page app
Current user behaviours
I ran 6 user interviews with a selection of both web and app users to better understand their existing browsing and purchasing behaviour. This allowed me to identify the pain points in their journey and get an understanding of what features are of high desirability.
Opportunities
Browse vs Search
Over 50% of users bypass the Shop Page altogether, opting for the search bar instead. However, 23% of them don't click on search results.
Value of personalisation
4 of 6 members highly value personalisation, preferring offers aligned with their interests.
Limited brand discovery and relevancy
The current experience limits our ability to scale retail media and showcase new merchants and offers to members. Members don't browse shop page as they don't often see relevant deals.
Automation
Manual banner creation and offer updates limit our ability to scale and keep content fresh.
Category-Centric Offers
4 of 6 members expressed a desire for personalised offers tailored to their favourite categories.
PROBLEM STATEMENT
The current shopping homescreen lacks visual appeal and efficiency, limiting offer engagement and relying heavily on manual processes. How might we refresh the UI to help members discover more relevant offers, while automating internal workflows to reduce cost and time?
Looking at competitors
I conducted a competitor analysis focused on key app areas including:
Presentation of offers
Personalisation
Product education and adoption
Browse experience
Gift cards experience
How can we inject personalisation?
Personalisation emerged as the strongest theme from user interviews, with members wanting more relevant offers. My PM and I along with the data team co-led a cross-functional workshop to share insights and co-ideate solutions focused on personalisation on new and returning users. The session generated strong ideas that turned into a strategic personalisation roadmap to be explored in a phased rollout.
DESIGN VISION
Transform the Shop Page into a more personalised experience with a new front end, using scalable components built for automation.
Let's automate that banner
The current marketing banners require significant manual effort from the creative team, creating an unsustainable workload. Our goal is to streamline this process by introducing a componentised system for automation. Final banner components were designed to be scalable across app and web with adaptable text for various use cases.
Exploration of layout variations suitable for componentisation.
DESIGN PROCESS
Homepage
Exploring new components
Iterated various offer cards by testing imagery, logo sizing, and layout to create a more compact UI, surface more offers per view, and explore integrated retail media placements.
Early ideation for new offer cards, retail media ads and categories
Phase 1 release
With many potential features, we adopted a phased approach to build a solid baseline and iterate through small experiments. Following multiple design iterations and stakeholder alignment, I delivered a refreshed, scalable UI added to the component library—enhancing business efficiency and enabling users to discover more offers they’ll love.
FEATURES
Compact header
A more condensed header allows for more content and offers to be displayed on app
Content managed banner
Offer banners can now be content managed and automated through a scalable design— Reducing manual creative work.
In-situ retail media
Integrating paid retail media into offer carousels allows for more discovery.
FEATURES
Personalised offers (All transactions)
Members are now targeted with relevant offers based on their purchasing history that refreshes daily.
Personalised offers (Category based)
Members are also targeted with relevant offers based on their most purchased categories.
Favouriting
Enabling members to directly favourite a merchant directly from shop page.
FEATURES
Giftcard automation
Removing reliance on creative team making gift card imagery to fit, gift cards are now automatically resized to fit offer cards.
Injecting search data
Previously manually updated, popular stores are now integrated with search data reducing manual workflows.
FEATURES
Infinite scroll
Allowing members to infinite scroll through offers on the shop page
IMPACT
The new shop page had a positive impact with
Daily CTR saw a 16% increase
Daily conversion to purchase through carousel (no search) saw 25% increase
Overall conversion to shop per session went from 12% to 14.4%
By heroing personalised rails - CTR went from 5.46% to 7.01%
Offer card A/B test results
Our hypothesis that compact cards showing more offers per view would boost scroll rate and CTR was validated in a 20% app rollout—results were strong:
Daily average conversion from open app to carousel went from 9.75% to 15%
Weekly average conversion from open app to carousel went from 14.8% to 22.0%
Daily average from open app to purchasing through carousel click (no search) went from 0.826% to 1.39% and weekly from 2% to 3.35%
Next steps
With the baseline now set up, there's still a backlog of features to inject into the shop page through small experimentations, and the experience will continuously evolve. We’ve also launched continuous A/B tests on personalized offer rail titles and their placements to further optimise engagement.
DESIGN PROCESS
Merchant page
Why shop home page?
We chose the Shop page to first revamp and move into our new front-end due to it being the most frequently visited screens in app and web. The page is of high importance to merchants as it serves as the primary entry point to shop. Despite the high influx of users, it falls short in terms of engagement and click through rates.
Old shop page web
Old shop page app
PROBLEM STATEMENT
The current shopping homescreen lacks visual appeal and efficiency, limiting offer engagement and relying heavily on manual processes. How might we refresh the UI to help members discover more relevant offers, while automating internal workflows to reduce cost and time?
Current user behaviours
I ran 6 user interviews with a selection of both web and app users to better understand their existing browsing and purchasing behaviour. This allowed me to identify the pain points in their journey and get an understanding of what features are of high desirability.
Looking at competitors
I conducted a competitor analysis focused on key app areas including:
Presentation of offers
Personalisation
Product education and adoption
Browse experience
Gift cards experience
How can we inject personalisation?
Personalisation emerged as the strongest theme from user interviews, with members wanting more relevant offers. My PM and I co-led a cross-functional workshop to share insights and co-ideate solutions focused on personalisation on new and rfeturning users. The session generated strong ideas that turned into a strategic personalisation roadmap to be explored in a phased rollout.
Automated banners
The current marketing banners require significant manual effort from the creative team, creating an unsustainable workload. Our goal is to streamline this process by introducing a componentised system for automation. Final banner components were designed to be scalable across app and web with adaptable text for various use cases.
Exploring new components
Iterated on offer card components by testing variations in imagery, logo sizing, and content presentation. The focus was on simplifying the user interface with more compact and condensed cards that showed more offers per view.
Phase 1 release
With many potential features, we adopted a phased approach to build a solid baseline and iterate through small experiments. Following multiple design iterations and stakeholder alignment, I delivered a refreshed, scalable UI added to the component library—enhancing business efficiency and enabling users to discover more offers they’ll love.
IMPACT
The new shop page had a positive impact with
Daily CTR saw a 16% increase
Daily conversion to purchase through carousel (no search) saw 25% increase
Overall conversion to shop per session went from 12% to 14.4%
By heroing personalised rails - CTR went from 5.46% to 7.01%
Offer card A/B test results
Our hypothesis that compact cards showing more offers per view would boost scroll rate and CTR was validated in a 20% app rollout—results were strong:
Daily average conversion from open app to carousel went from 9.75% to 15%
Weekly average conversion from open app to carousel went from 14.8% to 22.0%
Daily average from open app to purchasing through carousel click (no search) went from 0.826% to 1.39% and weekly from 2% to 3.35%
Why merchant page?
A key conversion touchpoint, the merchant page lacks clarity on boosted promotions with eligible items on web and remains outdated on app—impacting user experience and conversion potential.
Existing merchant page (web)
Existing merchant page (web)
Old merchant page (app)
Existing SKU (app)
Opportunities
Incorrect cashback sucks
Over 200+ enquiries per month stem from confusion about eligible items hidden in Special Terms, leading to perceived incorrect cashback rates.
Poor boosted offer SKU usability
Lists often exceed 1,000+ items, creating a poor browsing experience—especially on mobile and app.
Lack of visual heirarchy on app
Members miss key information relating to tier rates and T&C's which increases member services tickets which impacts conversion.
Boosted offers SKU exploration
Explored entry point options for boosted offers to ensure members view eligible items before tapping "Shop Now" and transacting.
Final boosted SKU offers design
Leverages existing tier rates table where it's most prominently displayed
SKU list shown in a searchable, filterable modal for easy scanning
“Shop Now” CTA added to item list to drive conversions
Existing app merchant page
The merchant page wasn’t app-optimised, lacking visual hierarchy for T&Cs, and has inconsistant UX leading to missed information on various merchant pages. Additionally the design was difficult to update and track metrics.
PROBLEM STATEMENT
The merchant page lacks app optimisation, clear hierarchy, and consistency—causing users to miss key info and making updates and tracking difficult. How might we improve the merchant page to be clearer, more consistent, and easier to maintain—ensuring key info is seen and performance is trackable?
Iterative exploration
Working closely with stakeholders, we explored ways to optimise space, group content, and display special terms—highlighting the need for modular, systemised components.
Final designs
The final modular design allows flexible page customisation, with components that can be easily re-ordered to suit different content needs and user journeys.
IMPACT
The new merchant page on app increased Shop conversions and session times to Shop click
Increased conversions across iOS and Android from 64% to 68% ('Shop now' button clicks.)
Increased clicks to "Special terms" as now there's 2 clear access points.
Improved average time to convert from 44 seconds on merchant page to 24 seconds.
Next steps
With the baseline now set up, there's still a backlog of features to inject into the shop page through small experimentations, and the experience will continuously evolve. We’ve also launched continuous A/B tests on personalized offer rail titles and their placements to further optimise engagement.
Why merchant page?
A key conversion touchpoint, the merchant page lacks clarity on boosted promotions with eligible items on web and remains outdated on app—impacting user experience and conversion potential.
DESIGN PROCESS
Merchant
Boosted offers SKU exploration
Explored entry point options for boosted offers to ensure members view eligible items before tapping "Shop Now" and transacting.
Final boosted SKU offers design
Leverages existing tier rates table where it's most prominently displayed
SKU list shown in a searchable, filterable modal for easy scanning
“Shop Now” CTA added to item list to drive conversions
Existing app merchant page
The merchant page wasn’t app-optimised, lacking visual hierarchy for T&Cs, and has inconsistant UX leading to missed information on various merchant pages. Additionally the design was difficult to update and track metrics.
PROBLEM STATEMENT
The merchant page lacks app optimisation, clear hierarchy, and consistency—causing users to miss key info and making updates and tracking difficult. How might we improve the merchant page to be clearer, more consistent, and easier to maintain—ensuring key info is seen and performance is trackable?
Iterative exploration
Working closely with stakeholders, we explored ways to optimise space, group content, and display special terms—highlighting the need for modular, systemised components.
Final designs
The final modular design allows flexible page customisation, with components that can be easily re-ordered to suit different content needs and user journeys.
IMPACT
The new merchant page on app increased Shop conversions and session times to Shop click
Increased conversions across iOS and Android from 64% to 68% ('Shop now' button clicks.)
Increased clicks to "Special terms" as now there's 2 clear access points.
Improved average time to convert from 44 seconds on merchant page to 24 seconds.
Existing merchant page (web)
Old merchant page (app)
Existing SKU (app)
FEATURES
Compact header
A more condensed header allows for more content and offers to be displayed on app
Content managed banner
Offer banners can now be content managed and automated through a scalable design— Reducing manual creative work.
In-situ retail media
Integrating paid retail media into offer carousels allows for more discovery.
FEATURES
Personalised offers (All transactions)
Members are now targeted with relevant offers based on their purchasing history that refreshes daily.
Personalised offers (Category based)
Members are also targeted with relevant offers based on their most purchased categories.
Favouriting
Enabling members to directly favourite a merchant directly from shop page.
FEATURES
Giftcard automation
Removing reliance on creative team making gift card imagery to fit, gift cards are now automatically resized to fit offer cards.
Injecting search data
Previously manually updated, popular stores are now integrated with search data reducing manual workflows.
FEATURES
Infinite scroll
Allowing members to infinite scroll through offers on the shop page