Driving first orders with structured discovery
Driving first orders with structured discovery
Driving first orders with structured discovery
Overview
Overview
Overview
StoreCash is a mobile app that enables users to earn cash back at 300+ retailers across 200,000+ locations.
Expanding store visibility during early preference collection enabled more personalized purchase recommendations, driving a 22% relative uplift in first-order conversions.
StoreCash is a mobile app that enables users to earn cash back at 300+ retailers across 200,000+ locations.
Expanding store visibility during early preference collection enabled more personalized purchase recommendations, driving a 22% relative uplift in first-order conversions.
StoreCash is a mobile app that enables users to earn cash back at 300+ retailers across 200,000+ locations.
Expanding store visibility during early preference collection enabled more personalized purchase recommendations, driving a 22% relative uplift in first-order conversions.
My role + Timeline
My role + Timeline
My role + Timeline
Product design,
Visual design,
Research,
Strategy
Product design,
Visual design,
Research,
Strategy
Product design,
Visual design,
Research,
Strategy
3 months
3 months
3 months
Context
Context
Context
As part of the revamped onboarding, making the first purchase became the second milestone toward earning the full bonus reward. Users were shown a curated list of 20 popular stores and asked to select their favorites. Immediately afterward, only their selected stores were displayed as options for completing their first purchase.
As part of the revamped onboarding, making the first purchase became the second milestone toward earning the full bonus reward. Users were shown a curated list of 20 popular stores and asked to select their favorites. Immediately afterward, only their selected stores were displayed as options for completing their first purchase.
As part of the revamped onboarding, making the first purchase became the second milestone toward earning the full bonus reward. Users were shown a curated list of 20 popular stores and asked to select their favorites. Immediately afterward, only their selected stores were displayed as options for completing their first purchase.
Problem
Problem
Problem
Most users either dropped off at the first-purchase step or skipped it entirely.
Low first-purchase conversion had a direct impact on:
Most users either dropped off at the first-purchase step or skipped it entirely.
Low first-purchase conversion had a direct impact on:
Most users either dropped off at the first-purchase step or skipped it entirely.
Low first-purchase conversion had a direct impact on:
— Paid subscriber conversion.
— Paid subscriber conversion.
— Paid subscriber conversion.
— Repeat orders.
— Repeat orders.
— Repeat orders.
— Monthly active users (MAUs).
— Monthly active users (MAUs).
— Monthly active users (MAUs).
Research + Key takeaways
Research + Key takeaways
Research + Key takeaways
Through onboarding audits, in-depth funnel analysis, and user surveys, we discovered that
Through onboarding audits, in-depth funnel analysis, and user surveys, we discovered that
Through onboarding audits, in-depth funnel analysis, and user surveys, we discovered that
"Users felt restricted by the limited store options for their first purchase and preferred to wait until they could see the full catalog and cashback offers."
"Users felt restricted by the limited store options for their first purchase and preferred to wait until they could see the full catalog and cashback offers."
"Users felt restricted by the limited store options for their first purchase and preferred to wait until they could see the full catalog and cashback offers."
Pain points
Pain points
Users were hesitant to make their first purchase during onboarding because:
Users were hesitant to make their first purchase during onboarding because:
Users were hesitant to make their first purchase during onboarding because:
— Limited visibility made users unsure if their favorite stores were available.
— Limited visibility made users unsure if their favorite stores were available.
— Limited visibility made users unsure if their favorite stores were available.
— Many were simply exploring the app and not ready to shop.
— Many were simply exploring the app and not ready to shop.
— Many were simply exploring the app and not ready to shop.
Opportunities
Opportunities
Uncovering opportunities to address key pain points:
Uncovering opportunities to address key pain points:
Uncovering opportunities to address key pain points:
— Provide access to the full store catalog with visible cashback rates.
— Provide access to the full store catalog with visible cashback rates.
— Provide access to the full store catalog with visible cashback rates.
— Communicate that purchases can be redeemed anytime in the future.
— Communicate that purchases can be redeemed anytime in the future.
— Communicate that purchases can be redeemed anytime in the future.
— Collect user preferences early during profile setup, positioned as a value-driven feature rather than a pre-purchase requirement.
— Collect user preferences early during profile setup, positioned as a value-driven feature rather than a pre-purchase requirement.
— Collect user preferences early during profile setup, positioned as a value-driven feature rather than a pre-purchase requirement.
Goals
Goals
Goals
Underlying goal
Underlying goal
Encourage users to complete their first purchase during onboarding.
Encourage users to complete their first purchase during onboarding.
Encourage users to complete their first purchase during onboarding.
Actionable goals
Actionable goals
1.
1.
1.
Unsure >>> Confident
Unsure >>> Confident
Unsure >>> Confident
Provide access to the full store catalog and visible cashback offers to demonstrate value.
Provide access to the full store catalog and visible cashback offers to demonstrate value.
Provide access to the full store catalog and visible cashback offers to demonstrate value.
2.
2.
2.
Concerned >>> Assured
Concerned >>> Assured
Concerned >>> Assured
Reinforce that purchases can be redeemed anytime at their chosen stores, building trust and reducing hesitation.
Reinforce that purchases can be redeemed anytime at their chosen stores, building trust and reducing hesitation.
Reinforce that purchases can be redeemed anytime at their chosen stores, building trust and reducing hesitation.
Design
Design
Design
Guided by our findings, we redesigned the onboarding flow to include user store preference selection and a streamlined first-purchase experience.
Guided by our findings, we redesigned the onboarding flow to include user store preference selection and a streamlined first-purchase experience.
Guided by our findings, we redesigned the onboarding flow to include user store preference selection and a streamlined first-purchase experience.
USER JOURNEY
USER JOURNEY
The solution evolved through iterative wireframes, with key concepts validated prior to creating high-fidelity designs.
The solution evolved through iterative wireframes, with key concepts validated prior to creating high-fidelity designs.
The solution evolved through iterative wireframes, with key concepts validated prior to creating high-fidelity designs.
WIREFRAMES
WIREFRAMES
PRODUCTION-READY DESIGNS
PRODUCTION-READY DESIGNS
TESting & feedback
TESting & feedback
— Users found it difficult to navigate the full store list and wanted a more organized view.
— Users found it difficult to navigate the full store list and wanted a more organized view.
— Users found it difficult to navigate the full store list and wanted a more organized view.
— They were concerned about how their preference data would be used.
— They were concerned about how their preference data would be used.
— They were concerned about how their preference data would be used.
“I was overwhelmed!”
“I was overwhelmed!”
“I was overwhelmed!”
Design iteration
Design iteration
Design iteration
Based on user feedback, I updated the design to organize stores under relevant categories.
Users who selected their favorite stores now see those options by default during their first purchase. Users who skipped this step are shown popular stores by default, with the option to explore all other categories and stores.
We also addressed data privacy concerns with updated copy, clearly assuring users that their preference data is used solely to provide relevant cashback offers.
Based on user feedback, I updated the design to organize stores under relevant categories.
Users who selected their favorite stores now see those options by default during their first purchase. Users who skipped this step are shown popular stores by default, with the option to explore all other categories and stores.
We also addressed data privacy concerns with updated copy, clearly assuring users that their preference data is used solely to provide relevant cashback offers.
Based on user feedback, I updated the design to organize stores under relevant categories.
Users who selected their favorite stores now see those options by default during their first purchase. Users who skipped this step are shown popular stores by default, with the option to explore all other categories and stores.
We also addressed data privacy concerns with updated copy, clearly assuring users that their preference data is used solely to provide relevant cashback offers.
UPDATED PRODUCTION-READY DESIGNS
UPDATED PRODUCTION-READY DESIGNS
User store preferences are captured upfront as part of profile setup
User store preferences are captured upfront as part of profile setup
User store preferences are captured upfront as part of profile setup
Users first select their high-frequency store categories
Users first select their high-frequency store categories
Users first select their high-frequency store categories
Only stores within the chosen categories are displayed
Only stores within the chosen categories are displayed
Only stores within the chosen categories are displayed
Moved store selection to the following step and revised button copy to emphasize the offer
Moved store selection to the following step and revised button copy to emphasize the offer
Moved store selection to the following step and revised button copy to emphasize the offer
'Your Favorites' category is shown by default when users provide store preferences
'Your Favorites' category is shown by default when users provide store preferences
'Your Favorites' category is shown by default when users provide store preferences
Users can browse and select stores from other categories as well
Users can browse and select stores from other categories as well
Users can browse and select stores from other categories as well
'Popular Stores' is displayed by default if users skip sharing preferences
'Popular Stores' is displayed by default if users skip sharing preferences
'Popular Stores' is displayed by default if users skip sharing preferences
Default first-purchase amount is set to $5, minimizing additional steps
Default first-purchase amount is set to $5, minimizing additional steps
Default first-purchase amount is set to $5, minimizing additional steps
Progress clearly displayed with relevant status updates
Progress clearly displayed with relevant status updates
Progress clearly displayed with relevant status updates
PROTOTYPE
PROTOTYPE
Impact
Impact
22%
22%
22%
relative uplift in
first-purchases
relative uplift in
first-purchases
relative uplift in
first-purchases
3X
3X
3X
increase in
repeat orders
increase in
repeat orders
increase in
repeat orders
30%
30%
30%
boost in
chargeback win rates
boost in
chargeback win rates
boost in
chargeback win rates
Reflections
Reflections
Reflections
Our initial assumption—that limiting cognitive load by displaying only the top 20 stores—proved incorrect and resulted in significant drop-off. As we iterated, we evaluated adding store search to onboarding. However, despite search being available in the core app, we intentionally excluded it from onboarding to reduce technical complexity, minimize latency risk, and avoid decision fatigue. Instead, we enabled structured discovery through categorized browsing—providing full catalog visibility while maintaining a streamlined path to first purchase.
To address the increasing length of the onboarding flow, we consolidated key actions into three clearly defined sections, with each section including visible progress indicators and status messaging. This reframed onboarding from a task-heavy flow into a goal-oriented journey anchored by a bonus reward incentive.
Our initial assumption—that limiting cognitive load by displaying only the top 20 stores—proved incorrect and resulted in significant drop-off. As we iterated, we evaluated adding store search to onboarding. However, despite search being available in the core app, we intentionally excluded it from onboarding to reduce technical complexity, minimize latency risk, and avoid decision fatigue. Instead, we enabled structured discovery through categorized browsing—providing full catalog visibility while maintaining a streamlined path to first purchase.
To address the increasing length of the onboarding flow, we consolidated key actions into three clearly defined sections, with each section including visible progress indicators and status messaging. This reframed onboarding from a task-heavy flow into a goal-oriented journey anchored by a bonus reward incentive.
Our initial assumption—that limiting cognitive load by displaying only the top 20 stores—proved incorrect and resulted in significant drop-off. As we iterated, we evaluated adding store search to onboarding. However, despite search being available in the core app, we intentionally excluded it from onboarding to reduce technical complexity, minimize latency risk, and avoid decision fatigue. Instead, we enabled structured discovery through categorized browsing—providing full catalog visibility while maintaining a streamlined path to first purchase.
To address the increasing length of the onboarding flow, we consolidated key actions into three clearly defined sections, with each section including visible progress indicators and status messaging. This reframed onboarding from a task-heavy flow into a goal-oriented journey anchored by a bonus reward incentive.