TLDR

What is this case study about?

An overhaul of the withdrawal flow, where users convert cashback into real-world money. This project is aimed to address operational inconsistencies, poor UX, and gaps in handling errors across markets. →

This project is subset of the broader cashback journey but evolved into a standalone initiative due to its operational complexity and strategic importance. →

What was the approach?

• Mixed-method research across transaction data, user feedback, and operations mapping. →
• Country-by-country audits of withdrawal methods and validation processes. →

What key problems and challenges were faced?

• Legacy system lacked tracking, making it hard to monitor issues. Each market had a fragmented operational setup with different payment methods.
• Users experienced unexplained failures during withdrawal. Vague error messages with no self-resolution support
• Backend validations were opaque, causing rejections without helpful feedback. From user perspective, error messages are vague with no self-resolution support

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What was the solution?

Implement design solutions and closely monitor the results of each improvement. →

What personal and leadership lessons were learned?

• UX improvements alone don't fix operational misalignment. Building bridges across teams does. ****→
• Careful measurement planning and post-launch tracking fostered stronger ownership. When specific data wasn't available, we found creative ways to leverage existing data to measure our solutions. →

What does this case study cover?

• Table of contents

Background

ShopBack Business Model