TLDR

What is this case study about?

A comprehensive redesign of the Cashback Activity page, aimed at making the cashback journey more transparent, self-service friendly, and consistent across global markets. →

What key problems and challenges were faced?

• Disconnected backend processes caused by ShopBack’s market-specific legacy systems. →
• A fragmented, inconsistent user journey across different platforms and markets. →
• User confusion due to unclear statuses and missing notifications. High reliance on customer service for issues that should be self-resolvable. →

What was the approach?

• Mixed-method research combining funnel analysis, customer service data, flow audits, and user interviews.
• Creation of a service blueprint to expose gaps between frontend status and backend systems.
• Deep collaboration across markets to align terminology, feature scope, and usability expectations.

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What did we find?

• Users had constant anxiety around whether cashback would be tracked or rejected. →
• Conflicting cashback status displays across pages reduced user trust. →
• Poor navigation and terminology made it hard to find specific transactions. →

What was the solution?

• Unified status design across all markets. →
• Improved filter, navigation, and transaction sorting features. →
• Self-service flows that reduced user dependence on customer support. →

What personal and leadership lessons were learned?

• Systems thinking is essential when modernising legacy platforms →
• Empowering users requires more than surface-level fixes; it needs cross-functional alignment. →

What does this case study cover?

• Table of contents

Background