Case Study

Designing the B2B Cashback Widget for DiscountIF.com

The Challenge


Design, build and integrate a fully fledged cashback widget that could be installed on third-party stores, allowing consumers to create unique personalised cashback offers using the DiscountIF promotions engine. DiscountIF would then provide the behind the scenes support to our partners.


The Process


The project was carried out as a 4 week sprint, with the aim of conceptualising, building and integrating the widget with our first partner site within this time-frame. The internal purpose of this project was to provide a proof of concept and attract further investment for the company moving forwards.

Week 1 - User Research, Prototyping and Testing.
Week 2 - Development Build & Testing.
Week 3 - Integrate with First Partner Store & Run Marketing Campaign.
Week 4 - Launch with First Partner.

  • Project Name DiscountIF B2B Widget
  • Involvement Product Designer
    User Research
    Front-End Development
  • Date 2015
  • Credits Chris Baldwin - Developer
    Andrew Alessi - Product Manager
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The outline for the 2 week sprint comprised of the steps above. Futher to this would be the integration, marketing and launch of the campaign in weeks 3 and 4.

Business Objectives: It was key to outline the business objectives that were vital to the sucess of the B2B strategy. By talking to potential partners we were able to outline some key findings:

Specific Margins - Retailers had specific margins on products that needed to be built into the widget. This would mean that only offers that fit the formula would be presented to the customer.

Hassle Free Integration - Partners were not interested in a complicated technology process at such an early stage, so it was vital that the solution could be easily integrated with minimal hassle.

KPI's - Prove that the Widget could lead to increased customer engagement, conversion and sales.


Information Architecture: The information architecture had already been adressed during the design and development of the Consumer DiscountIF site. Having to serve thousands of markets from the betfair exchange, with millions of potential combinations, could make the offer selection process long and tedious. Therefore consideration had to be made as to how customers would be able to select an offer relevant to them in as few steps as possible.



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Early iteration wireframe, showing process of how customers would claim cashback through the DiscountIF.com dashboard.

One of the considerations was how customers who won their promotion would receive their cashback. I created a wireframe prototype for a potential dashboard. Customers who opted into promotions would visit this dashboard to claim their reward, either as a voucher or cash sum to be transferred directly to their bank account. The idea was that this site would develop into the main discountif.com website with current partners being advertised on the site to provide backlinks to their stores and encourage consumers to take up promotions.


While it received positive feedback from consumers it was also showcased to Partners whose feedback make it apparent that this solution would not work. They were after a whitelabel solution, powered by DiscountIF but branded by themselves. Internally it was also felt that by leaning away from DiscountIF branded solutions would help increase consumer confidence without putting up new barriers by forcing consumers to try something completely new to them. This feedback from partners proved key in developing the final solution as it allowed us to tweak the model to suit our partners. In the end the cashback was paid out directly to partners who handled the customer cashback requirements.


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A mockup of how the widget is displayed on the partner website.

Wireframes for an early version of the widget. This would serve as a pop-up on the partner site, which could be easily branded by the partner to fit in with the site. It would also allow the widget to be served on a range of screen sizes as it would not need to be embedded directly within the page.


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A mockup of how the widget is displayed on the partner website.

High fidelity prototype screens. These screens were linked within InVision in order to test the user journey with users. Users feedback highlighted how easy the widget was to navigate as they could move forwards and backwards fluently between steps as they became familar with the process. The total process could now be completed within 4 steps without having to leave the partner site, avoiding high exit rates that we had seen with previous attempts.



The Solution:

The eventual solution was designed as on overlay Pop-Up, which could be be installed into partner sites utilising a single line script. The platform was built around the Node.js architecture to ensure the platform was powerful and fully scalable.

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The cashback widget as displayed on several partner sites.

An ad banner displayed at the bottom of the page then allowed the customer to bring up the pop-up which then walked them through the process. In testing it was found that this process was less intrusive for customers as it kept them on the site, simply displaying the widget on-top.

The banners and pop-up element could also be served on multiple screen-sizes to provide added flexibility versus embedded elements.

Customers could then select a cashback offer that suited the retailers margins, all while allowing the widget to be branded as if it was owned by the third-party itself. DiscountIF then provided the behind the scenes support, including settling all cashback offers on behalf of the retailer who then paid out on the offers once re-imbursed by DiscountIF.

Below shows the partner widget documentation presented to third-parties.


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Artwork specification document provided to third parties for the B2B Cashback Calculator.

Results


Since testing the widget with the original Beta partner, KitBag, the widget has gone from strength to strength and helped multiple stores increase their customer engagement, loyalty and conversion rates. The results below are accurate as of September 2017.


DiscountIF_CustomerRec

26% of Customers Opted in to the Promotion when displayed on the Partner Site.


DiscountIF_CustomerRec

Partners saw a 36% increase in sales conversion vs. normal sales data.


DiscountIF_CustomerRec

Partners experienced a 16% increase in sales transactions when using the DiscountIF widget.


DiscountIF_CustomerRec

81% of customers would recommend the service to a friend or colleague.