Groupon · Website redesign
Vouchercloud
Redesigning one of the UK's best-known voucher sites with a team of three designers. I prototyped the consumer site, including the profile section, and the Controlcloud back office that runs it.
- Role
- Product designer, prototyping lead
- Team
- 3 designers
- Scope
- Consumer site, profile, Controlcloud CMS, reward emails
- Tools
- Figma
The brief
Vouchercloud is Groupon's UK discount-code site, where shoppers find codes, rewards and gift-card offers from hundreds of brands. The redesign covered the public site shoppers use and the back-office tool the content team uses to run it.
I worked in a team of three designers. My job was prototyping: turning the team's direction into clickable flows we could test, critique and hand to engineering.
What I prototyped
- 01
The consumer site
The core journeys, from the home page to a brand page to redeeming a code or reward, built as clickable prototypes the team could test, critique and hand to engineering.
- 02
The profile section
The signed-in experience: My Profile, My Rewards (earned and pending totals, with every reward tracked as pending, claimed, expired or declined), My Favourites for following brands, FAQs and communication preferences. It's the part of the site that turns a one-off visit into a returning user.
- 03
Controlcloud, the back office
The internal CMS the content team uses to create, schedule and maintain every offer on the site. I prototyped the redesigned workflows for it.
Beyond the site: the reward journey by email
A reward doesn't end on the website. After a shopper claims one, email carries them the rest of the way. I redesigned the emails customers receive along the Vouchercloud reward journey, so the experience carries on from the site into their inbox.
The email opens with a three-step tracker: Reward activated, Purchase tracked, Claim gift card. Shoppers can see at a glance where they are and what happens next. The body spells out the offer, the one action to take, and what not to do, such as activating a second reward before the first is confirmed.
This was part of wider work on email marketing at Groupon. I redesigned many of the marketing emails sent by both Vouchercloud and Groupon.
Designing for a user I used to be
Before moving into design, I spent four years on Groupon's content team writing and publishing offer listings for Groupon, Vouchercloud and Mumsnet. Controlcloud was my daily tool.
The rest of the design team had little or no experience of using it, so I became the team's expert user. I knew how listings were actually built, scheduled and corrected day to day, and where the old tool slowed people down. That knowledge shaped the Controlcloud prototypes directly. It also fed back into the consumer site, because every offer a shopper sees starts as an entry someone made in Controlcloud.
- designers on the team
- 3designers on the team
- as a Controlcloud power user first
- 4 yrsas a Controlcloud power user first
- sides of the product: shoppers & staff
- 2sides of the product: shoppers & staff
Also at Groupon
- 01
Email marketing
Redesigns of much of the marketing email sent by Groupon and Vouchercloud, beyond the reward journey.
- 02
Email templates for engineering
Bespoke, reusable email templates designed for the engineering team to build from.
- 03
Sales pitch mockups
High-fidelity mockups made with the sales team for client pitches, which helped win a major new deal with RAC.