Coupon Network
Product OwnerContinuous evolution of Catalina's cashback app and site, with a focus on improving engagement, usability and campaign performance. Includes the creation of a raffles module that transformed user participation and elevated activation efficiency.
Context / Challenge
The Coupon Network app had a large user base, but promotional actions had low visibility and raffles were conducted disconnectedly: users were selected without knowing they were participating. This generated wasted opportunity and complaints. The challenge was to create a clear, visual, motivating and operationally efficient experience.
Intervention
The action started with a diagnosis, data analysis and interviews. Ideation workshops and a live wireframe co-construction session were conducted — an effective approach to align marketing, stakeholders and tech. The module was designed from end to end: hypotheses, benchmark, prototype, functional definitions, eligibility criteria, ticket logic and participation flow. The development was followed until delivery and impact analysis.
Impact
- New raffle module integrated into the app and site, with explicit participation.
- Gamified experience, with clear eligibility criteria (e.g., validate coupons).
- Base but qualified, with participants fully aware of the campaign.
- Reduction in conversion cost, with expressive improvement in activation performance.
- Engagement flow stabilized, reducing ambiguities and complaints.
- Fluid integration with marketing, facilitating new campaigns and A/B tests.