Flipp is the essential app for weekly shopping. Flipp takes all of the weekly circulars, flyers and coupons from your area and makes it easy to browse and save. The iOS and Android apps are used by 3 million weekly active users and is the preferred app for everyday shopping.
In 2016, Flipp was able to secure an exclusive deal with P&G to integrate their coupons into the Flipp app. This gave us an opportunity to redesign our entire coupon feature and to better integrate their content.
Strategy Product Management User Experience Design Interaction Design Usability Testing
Before and After
These are some of the improvements that we made to our old design:
- Hierarchy: emphasizing premium material while showing more content
- Better categorization: users are able to better digest content
- Breadth: supports many types of coupons and filtering for our power users
Users can easily distinguish which stores the coupon applies to and are educated along the way to getting their rebate.
Users can easily manage their rebate balance, cards and receipts through their account screen.
The problem was that the Rebate process is complicated and takes many steps to complete. Our focus was to keep it simple and to educate the user along the way so they would not get frustrated or confused. This is how the flow ended up:
Coupons were not new to Flipp. We already had Loyalty Card and Printable coupons in our app. The challenge would be integrating three very different types of content together in one space.
To provide an outstanding product experience, we focused on these principles:
- Simplicity - Taking multiple inherently complex workflow and simplifying them for our broad user base.
- Clarity - Clear messaging to set and maintain user expectations.
- Responsiveness - Consistently provide feedback to the user to build trust.
Over the course of the project, we conducted usability testing sessions with over 40 users. My role was to create the test plan, run the tests and to synthesize the feedback into actionable insights.
Some people were saying
One of our big findings was that users did not need as much educating as we had initially thought. The result was that we scaled back on tutorials and focused on making the flow and UI simple.
We took this insight and was able to simplify the three screens below (verification process) and reduced it to one.
Reducing those three steps into one meant that the happy path for our users now looked like this: