01
Voucher Centre
Turning fragmented voucher discovery into a clear, scalable experience.
- Ownership
- Research
- Experimentation
- Growth
01The problem
Customers received vouchers but often struggled to find, understand and use them.
This meant missed value for customers, missed business opportunities from unused vouchers, and recurring voucher-related support contacts.
02How I knew
The initial signal came from Customer Support. I then combined support insights with product analytics and customer interviews.
The key finding changed my framing: the biggest drop happened before checkout — between receiving a voucher and discovering it.
03My role
I initiated the project, wrote the brief and pitched the opportunity to the Product Owner and stakeholders.
I then led the UX work from discovery and problem framing through design, validation and implementation support.
04Key constraints
The solution had to work across 60+ markets, with different voucher types, eligibility rules and conditions, without adding unnecessary complexity to the shopping journey.
05Design process
- Support signals
- analytics
- interviews
- concepts
- usability testing
- behavioural experiment
- pilot
- rollout
Each step narrowed the problem before I invested further.
06Key decisions
I chose a hybrid model: a dedicated Voucher Centre for managing vouchers, combined with contextual entry points throughout the shopping journey.
A central destination created predictability; contextual discovery meant customers did not have to remember to look for vouchers.
07Trade-offs
More voucher visibility could improve discovery but also add noise to the shopping experience.
I prioritised visibility at relevant moments rather than exposing voucher information everywhere.
08Solution
A dedicated Voucher Centre gave customers one place to understand and manage vouchers, while contextual entry points connected discovery with the moments when vouchers were useful.
- Dedicated Voucher Centre
- Contextual discovery
- Clear eligibility
- Simple application
09Result
- +32%
- Voucher usage
- +22%
- Orders using vouchers
- +18%
- Vouchers shared
- −27%
- Voucher-related support contacts
10What I’d do differently
I would run the behavioural experiment earlier, before taking the experience as far as I did.
It would have tested the discovery hypothesis sooner and reduced the cost of learning.