Payback! Cashback! Credits! Loyalty programs should be rewarding—but let’s be honest, most of them aren’t. Confusing conditions, irrelevant rewards, and forgotten points create more frustration than engagement. While 84% of consumers are enrolled in loyalty programs, 65% of consumers engage with less than half of the programs to which they belong (Forbes). With COUP, I aimed to bridge this gap by seamlessly integrating loyalty into everyday financial habits. As both a UX and Service Designer, I tackled this challenge holistically—researching behavioral patterns, refining experience strategy, crafting intuitive UI, and validating through usability testing.
Through self-conducted research, I uncovered a key issue: loyalty programs often fail not because users don’t care, but because they don’t see immediate value. Unclear reward structures and disengaging mechanics leave users unsure of how to activate benefits or why it’s worth their time. COUP's team and I set out to change this—aligning incentives with real user behavior, simplifying processes, and using persuasive design to make rewards feel effortless and rewarding.
But what did the process to designing this service look like?
Key Findings
research
COUP’s story began with identifying the need for automation and palpability in loyalty programs.
“I always diligently collect the points. I always try to collect them, but somehow I don't think about redeeming them.” – Ariane
User Persona and User Journey Mapping
"Maybe if they [the coupons] were broadened up a little, not just giving more points to this specific soda, and this specific butter…you know, those really specific brands and items. But rather [...] have one day where you get double the points on butter in general [...]" – Feline
Development & Implementation
Testing & Optimization
impact
Users value effortless rewards—designed for real-life moments the most.
Increased Efficiency
Users report significant time savings and improved productivity through optimized visibility and COUP recommendations.
Positive User Feedback
High user satisfaction ratings and positive reviews highlight the app's appealing interface.
Growing User Base
Ten weeks after launching, COUP ranked #7 for “Shopping” apps in Germany (iOS). The app quickly gained traction among individuals, with a steady increase in user adoption.
areas for improvement
Distinguishing of Discount Types
Users highlighted confusion around differentiating coupons, vouchers, and streaks. Simplifying these categories and providing clear explanations will make reward redemption more intuitive and enjoyable.
