Elevating the future of Cashrewards app
Elevating the future of Cashrewards app
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 · VISION STRATEGY
PRODUCT DESIGN · VISION STRATEGY
YEAR
2024
DURATION
2 weeks
ROLE
Product Designer
DEVICE
iOS, Android
OVERVIEW
As part of our personalisation efforts, i delivered a vision piece that evolved into the app's personalisation strategy roadmap.
GOALS
Create roadmap vision for Cashrewards personalisation strategy
C-level support on strategic alignment
Highlight core optimisations
Unblock dependencies
Problem
With the foundations of the new app components and design systems now being built, I was tasked with envisioning how we can leverage personalisation to support our goal of being app first.
I explored how personalisation could enhance user engagement, creating concept mocks to inspire the team and serve as a strategic blueprint—some of which are already built and has saw great results.
With the foundations of the new app components and design systems now being built, I was tasked with envisioning the future of App to support our goal of becoming Australia’s #1 cashback platform.
I explored how personalisation could enhance user engagement, creating concept mocks to inspire the team and serve as a strategic blueprint—some of which are already built and has saw great results.
With the foundations of the new app components and design systems now being built, I was tasked with envisioning the future of App to support our goal of becoming Australia’s #1 cashback platform.
I explored how personalisation could enhance user engagement, creating concept mocks to inspire the team and serve as a strategic blueprint—some of which are already built and has saw great results.
I worked on:
Retrospective of the current app and it's performance
Strategic direction showcasing key challenges, opportunities and support required
Conceptual mock-ups representing our vision
An approcah of how we'll get there and what's next
I worked on:
Retrospective of the current app and it's performance
Strategic direction showcasing key challenges, opportunities and support required
Conceptual mock-ups representing our vision
An approcah of how we'll get there and what's next
ABOUT
Design process
Looking at existing customer insights and analytics
I reviewed existing customer insights and analytics to pinpoint high-impact touch points where personalisation could enhance engagement, improve relevance, and better support user intent across the app journey.
iNSIGHTS
Opportunities
Low stickiness for new app users
There's a lot of churned users within app. This could be due to poor cashback experiences due to lack of product education and transparency.
Limited user journeys for browsing and retail media
Exploring additional shopping experiences are critical to expand user exploration of the app
Leveraging AI
With AI becoming increasingly essential, how can Cashrewards leverage AI to enhance personalisation?
Around 50% of web users are web only
There is a big pool of engaged web users not converted to app yet. How can we make app specific features?
PROBLEM STATEMENT
Cashrewards lacks a deeply personalized app experience that drives engagement on app. How might we elevate the Cashrewards app through personalisation to become the #1 cashback app in Australia and promote it as the main channel for members to engage with and shop?
Identifying users and prioritising jobs to be done
To begin, I identified our user segments and identified the key Jobs To Be Done based on some of our key shopping journeys. This exercise laid the foundation of our vision.
Ideation across user journey and segmentation
Collaborating with stakeholders and designers, i ran an ideation session on all the ways we could leverage personalisation across the product touchments and user segments. We then grouped these and voted on the best options to explore first that both achieves our business goals as well as adds the most value to our users.
FINAL DESIGNS
Final design highlights
ABOUT
Design process
HELP AND GUIDE
Gamified onboarding
The problem
New customers face a lack of knowledge, trust, and additional incentives to return to the platform. This gap significantly contributes to the high drop-off rate between sign-up and the second purchase.
Solution
By identifying key pain points in the customer journey, we can deliver tailored messages to effectively guide and reward our customers.
HELP AND GUIDE
AI chat
The problem
The help center feels disconnected from the user experience, making it hard for new customers to find or access. Users struggle to get relevant assistance when facing issues or questions.
Solution
Leveraging AI and providing a chatbot at key moments of uncertainty in CRW ensures help center content is used effectively through interactions with Janine (The face of Cashrewards).
PRODUCT SEARCH
AI Search
The problem
Our search is limited to merchant names and lacks natural language processing, which hinders user queries and content discovery. This misalignment reduces engagement and misses monetization and retail media opportunities.
Solution
Integrating Gen AI chatbot as a personal shopping assistant will improve search with product, topic, and keyword queries. It will remove duplicates and irrelevant info and maximizes cashback, enhancing user experience and engagement.
VALIDATION
Trust marks
The problem
Merchant and offer details lack context to assess true value, leaving users without a framework to determine if a deal is genuinely beneficial or just enticing.
Solution
Using social validation and key indicators to assign badges based on merchant performance adds credibility, helping customers make confident purchasing decisions.
BROWSE AND DISCOVER
Curated collections
The problem
The browse experience is limited by the complexity of managing categories and campaigns across systems, making it harder for members to discover cashback offers and reducing retail media monetisation.
Solution
Implement a "Collections" feature where it can be manually or dynamically created, ranging from lightly to heavily personalised. This will offer tailored deals in a new browsing format aligned with customer preferences and marketing strategies.
BROWSE AND DISCOVER
Reels
The problem
Current platform lacks an efficient way for customers to browse content tailored to their interests, limiting discovery and reducing our ability to showcase relevant offerings.
Solution
A swiping interface delivers personalised "reels" with curated collections of merchants and topics, creating a targeted and engaging experience that encourages effortless exploration.
BROWSE AND DISCOVER
Campaign takeovers
The problem
Cashrewards currently has limited methods to prominently feature major promotions, typically only showcasing them through a tile on a carousel.
Solution
A full Cashrewards app takeover for major campaigns allows customizable themes and places hero images strategically to create a unique, personalized shopping experience.
IMPACT
Some features have already been implemented and have seen a positive uplift in engagement and conversion:
Curated collections saw a 13% conversion to shop
3.4% users tap on collections
First set of onboarding tips saw increase in unique clicks
Next steps
The vision work is structured into actionable " building blocks", enabling the team to iteratively deliver the goals. Personalisation features will be released first through a 1 - many approach and then scale up by introducing more 1 - 1 personalisation.
Although the vision piece has been approved with the board and wider stakeholders, each building block will work closely again with cross-functional stakeholders to further refine and capture all member and business needs impact.
PROBLEM STATEMENT
Cashrewards lacks a deeply personalized app experience that drives engagement on app. How might we elevate the Cashrewards app through personalisation to become the #1 cashback app in Australia and promote it as the main channel for members to engage with and shop?
Identifying users and prioritising jobs to be done
To begin, I identified our user segments and identified the key Jobs To Be Done based on some of our key shopping journeys. This exercise laid the foundation of our vision.
IMPACT
Some features have already been implemented and have seen a positive uplift in engagement and conversion:
Curated collections saw a 13% conversion to shop
3.4% users tap on collections
First set of onboarding tips saw increase in unique clicks
FINAL DESIGNS
Final design highlights
Next steps
The vision work is structured into actionable " building blocks", enabling the team to iteratively deliver the goals. Personalisation features will be released first through a 1 - many approach and then scale up by introducing more 1 - 1 personalisation.
Although the vision piece has been approved with the board and wider stakeholders, each building block will work closely again with cross-functional stakeholders to further refine and capture all member and business needs impact.
Looking at existing customer insights and analytics
I reviewed existing customer insights and analytics to pinpoint high-impact touch points where personalisation could enhance engagement, improve relevance, and better support user intent across the app journey.
Ideation across user journey and segmentation
Collaborating with stakeholders and designers, i ran an ideation session on all the ways we could leverage personalisation across the product touchments and user segments. We then grouped these and voted on the best options to explore first that both achieves our business goals as well as adds the most value to our users.
HELP AND GUIDE
Gamified onboarding
The problem
New customers face a lack of knowledge, trust, and additional incentives to return to the platform. This gap significantly contributes to the high drop-off rate between sign-up and the second purchase.
Solution
By identifying key pain points in the customer journey, we can deliver tailored messages to effectively guide and reward our customers.
HELP AND GUIDE
AI chat
The problem
The help center feels disconnected from the user experience, making it hard for new customers to find or access. Users struggle to get relevant assistance when facing issues or questions.
Solution
Leveraging AI and providing a chatbot at key moments of uncertainty in CRW ensures help center content is used effectively through interactions with Janine (The face of Cashrewards).
PRODUCT SEARCH
AI Search
The problem
Our search is limited to merchant names and lacks natural language processing, which hinders user queries and content discovery. This misalignment reduces engagement and misses monetization and retail media opportunities.
Solution
Integrating Gen AI chatbot as a personal shopping assistant will improve search with product, topic, and keyword queries. It will remove duplicates and irrelevant info and maximizes cashback, enhancing user experience and engagement.
VALIDATION
Trust marks
The problem
Merchant and offer details lack context to assess true value, leaving users without a framework to determine if a deal is genuinely beneficial or just enticing.
Solution
Using social validation and key indicators to assign badges based on merchant performance adds credibility, helping customers make confident purchasing decisions.
BROWSE AND DISCOVER
Reels
The problem
Current platform lacks an efficient way for customers to browse content tailored to their interests, limiting discovery and reducing our ability to showcase relevant offerings.
Solution
A swiping interface delivers personalised "reels" with curated collections of merchants and topics, creating a targeted and engaging experience that encourages effortless exploration.
BROWSE AND DISCOVER
Campaign takeovers
The problem
Cashrewards currently has limited methods to prominently feature major promotions, typically only showcasing them through a tile on a carousel.
Solution
A full Cashrewards app takeover for major campaigns allows customizable themes and places hero images strategically to create a unique, personalized shopping experience.