Tailored discovery "For you"
Tailored discovery "For you"
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
YEAR
2024
DURATION
2 months
ROLE
Product Designer
DEVICE
iOS, Android, Web
OVERVIEW
As part of an app engagement strategy, we transformed the low-engagement “Favourites” tab into a curated “For You” page—boosting engagement and merchant visibility through curated collections, tailored promotions, and improved discovery.
Problem
Limited personalised and curated content made it difficult for users to explore the full merchant range on Cashrewards—impacting engagement, retention, and reducing opportunities for merchant visibility and retail media growth.
Outcome
Transformed the low-engagement "Favourites" tab into a personalised "For You" page —A unique way to explore curated collections, promotions and keep track of favourites.
13k
9k page views /week
191 unique clicks
24 UC / day
+13%
Increase in shop conversion
Outcome
Transformed the low-engagement "Favourites" tab into a personalised "For You" page —A unique way to explore curated collections, promotions and keep track of favourites.
13k
9k page views /week
191 unique clicks
24 UC / day
+13%
Increase in shop conversion
ABOUT
Design process
Why "For you"?
With the goal of trying to drive up app engagement through discovery and personalisation, we hypothesised that user engagement would increase by offering a more ways to explore tailored content and track favourite stores.
iNSIGHTS
Opportunities
Low perceived value in Favourites feature
At the time, there was no alerts or push notifications once a user favourited a store therefore users saw it as low value
Personalised tips
New members lacked guidance on how to make the most out of Cashrewards
Lack of entry points for discovering more curated offers
Limited entry points within the experience that guide users to discover more offers
Introducing targeted promotions
Merchants want to target promotions to members most likely to convert
Low unique clicks in "favourites" tab in app
With only 23 unique clicks / day on app
PROBLEM STATEMENT
Users have limited ways to discover content that feels relevant to them, resulting in lower engagement. The existing experience lacks personalisation and meaningful ways for users to explore or track their interests. How might we create a more personalised and engaging discovery experience that encourages users to explore tailored content and track their favourites?
Concept exploration
I collaborated with other designers on exploring ways to inject more personalisation such as:
Stories and collections
Curated hub for merchant and offer discovery
Inspiring members to return to App everyday through offers discovery
Targeted promotions exploration
I further explored how targeted promotions could work on the new "For you" page. The explorations centered around:
Show and activate an offer
Track activated offer status
Reminders to complete activated offers
Gamification to encourage completion
Scalable modular components
Final promotion card components
The final promotion card is a scalable, flexible component built to support all user journeys and promotion states.
DESIGN VISION
The new "For You" page features curated content, allowing users to easily revisit favourites, discover new offers, and explore alternative browsing methods
ABOUT
Design process
FINAL DESIGNS
Final design highlights
DISCOVER COLLECTIONS
Tailored collections
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 combination of manually curated and automatically generated collections tailored to user interests enables seamless discovery and browsing of relevant merchants and offers.
HELP AND GUIDE
New user guidance
The problem
New members lack personalised guidance to maximise their cashback, often resulting in declined cashback and increased support inquiries.
Solution
Leveraging the use of content cards, new members will be targeted with a set of "Tips" easily accessible to help them get the most out of cashrewards.
ALERTS
Favourited alerts
The problem
Users found little value in favoriting a store solely for easy access as a list.
Solution
Encourage users to add to favourites, allowing them to receive alerts when their favorited stores offer boosted cashback.
DISCOVER
Promotions
The problem
There is no place to currently house promotions. Once a user activates an offer, there's no way to track the status.
Merchants are also looking to implement targeted promotions to better reach and engage their ideal customers.
Solution
Promotions are shown to targeted users that is housed within the new personalised "For you" page. Users are able to activate and track the progress of their promotion.
MOTIVATION
Personalised stats
The problem
There is a gap in education and motivation, preventing members from fully understanding how much they could save through Cashrewards.
Solution
Using content cards, introduce a set of personalised statistics based on the users behaviours. Aiming to help engage and motivate users by showcasing their cashback progress, missed opportunities, and personalised savings tips.
IMPACT
The new "For You" page saw significant uplift in app engagement:
Weekly unique visits increased from 9k to 13k per week
Daily unique clicks went from 23 to 191
New curated collections show 13% conversion to shop
3.4% users tapped to view collections
Next steps
With strong positive results since its initial launch, we will continue monitoring A/B test variations of features, making iterative adjustments, and releasing updates based on data-driven insights. As the promotions and personalised stats are still in development, A/B testing will be conducted post-release to optimize their impact. Since the project has primarily focused on an app-first approach with minimal web features in the MVP, we will reassess opportunities to enhance the web experience.
Why "For you"?
With the goal of trying to drive up app engagement through discovery and personalisation, we hypothesised that user engagement would increase by offering a more ways to explore tailored content and track favourite stores.
PROBLEM STATEMENT
Users have limited ways to discover content that feels relevant to them, resulting in lower engagement. The existing experience lacks personalisation and meaningful ways for users to explore or track their interests. How might we create a more personalised and engaging discovery experience that encourages users to explore tailored content and track their favourites?
Targeted promotions exploration
I further explored how targeted promotions could work on the new "For you" page. The explorations centered around:
Show and activate an offer
Track activated offer status
Reminders to complete activated offers
Gamification to encourage completion
Scalable modular components
Final promotion card components
The final promotion card is a scalable, flexible component built to support all user journeys and promotion states.
Concept exploration
I collaborated with other designers on exploring ways to inject more personalisation such as:
Stories and collections
Curated hub for merchant and offer discovery
Inspiring members to return to App everyday through offers discovery
IMPACT
The new "For You" page saw significant uplift in app engagement:
Weekly unique visits increased from 9k to 13k per week
Daily unique clicks went from 23 to 191
New curated collections show 13% conversion to shop
3.4% users tapped to view collections
DESIGN VISION
The new "For You" page features curated content, allowing users to easily revisit favourites, discover new offers, and explore alternative browsing methods
FINAL DESIGNS
Final design highlights
DISCOVER COLLECTIONS
Tailored collections
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 combination of manually curated and automatically generated collections tailored to user interests enables seamless discovery and browsing of relevant merchants and offers.
HELP AND GUIDE
New user guidance
The problem
New members lack personalised guidance to maximise their cashback, often resulting in declined cashback and increased support inquiries.
Solution
Leveraging the use of content cards, new members will be targeted with a set of "Tips" easily accessible to help them get the most out of cashrewards.
ALERTS
Favourited alerts
The problem
Users found little value in favoriting a store solely for easy access as a list.
Solution
Encourage users to add to favourites, allowing them to receive alerts when their favorited stores offer boosted cashback.
DISCOVER
Promotions
The problem
There is no place to currently house promotions. Once a user activates an offer, there's no way to track the status.
Merchants are also looking to implement targeted promotions to better reach and engage their ideal customers.
Solution
Promotions are shown to targeted users that is housed within the new personalised "For you" page. Users are able to activate and track the progress of their promotion.
MOTIVATION
Personalised stats
The problem
There is a gap in education and motivation, preventing members from fully understanding how much they could save through Cashrewards.
Solution
Using content cards, introduce a set of personalised statistics based on the users behaviours. Aiming to help engage and motivate users by showcasing their cashback progress, missed opportunities, and personalised savings tips.
Next steps
With strong positive results since its initial launch, we will continue monitoring A/B test variations of features, making iterative adjustments, and releasing updates based on data-driven insights. As the promotions and personalised stats are still in development, A/B testing will be conducted post-release to optimize their impact. Since the project has primarily focused on an app-first approach with minimal web features in the MVP, we will reassess opportunities to enhance the web experience.