Inline category card
Trade-offs · Inline card
- Competes with category banners and merchandising
- Pushes products further below the fold
- Disappears once users scroll
← Selected workThe offer existed.
Breadfast / Growth · Case study
The offer existed.
The moment didn’t.
Reconnecting
promotional value
with customer intent.
+17.3% coupon utilizationIn a 24-day controlled experiment ↗
My role · Senior Product Designer, Growth
Building on the PM’s discovery of low coupon utilization, I led design from problem framing to implementation review. I explored alternatives, designed the experience, and tested it with our researcher. I coordinated visual design and content, then worked with engineering on handoff and QA.
The structural leak
Promotions were delivered. Their value decayed before intent returned.
Research
The failure was retrieval, not appetite for offers.
I receive promo codes, but when I want to order again, I don’t remember where I saw them.
7user interviews
Customers did not ask for more offers. They needed a way back in their flow to the value already available.
Strategic reframe
Make offers visible while they could still influence a shopping decision.
- Too early
Notification received
The offer arrives before the customer is ready to shop.
- Moment of influence
Browsing
Bring available value into the shopping decision.
- Too late
Checkout
Help redemption, with less room to shape discovery.
Supporting evidence: the earlier scratch-to-reveal test · Coupon utilization: 3.12% → 3.52%
Directional evidence from an earlier test that moved exposure closer to browsing intent.
View the original experiment screen ↗Exploration
We compared placements by when they could influence a shopping decision.
Home
Listing
Cart
Checkout
The product decision
A sticky surface that knew when to disappear.
Chosen: a sticky offer component on category listing pages, accessible throughout browsing without occupying merchandising space.
Sticky component
Component detail
Why we chose it · Sticky component
- Requires little permanent screen space
- Remains recoverable during long browsing sessions
- Hides while customers scroll down to explore products
Persistent when useful. Absent when attention belongs to products.
Interaction logic
The component adapted to offer eligibility and browsing behavior.
Eligible
Show only when an eligible offer exists
Respectful
Hide during downward scrolling to protect product discovery.
Prioritized
Prioritize the nearest-expiring offer first
Recoverable
Reappear when the user scrolls upward
Connected
Tap to open Offers Hub for full details
Distinctive
Distinct illustration per offer type for faster scanning
Rules shared by all three offer types
- Eligible
- Show only when an eligible offer exists
- Respectful
- Hide during downward scrolling to protect product discovery.
- Prioritized
- Prioritize the nearest-expiring offer first
- Recoverable
- Reappear when the user scrolls upward
- Connected
- Tap to open Offers Hub for full details
- Distinctive
- Distinct illustration per offer type for faster scanning
Relevant · Timely · Respectful · Continuous
In the live app
From browsing to an offer ready to use.
Two short recordings show how the component responds during browsing and connects customers to their available codes.
Keep browsing in focus
The sticky offer hides during downward scrolling and returns as browsing direction changes.
Open, copy, continue
Open the offers hub, copy a code, and receive confirmation before returning to shopping.
Live app recordings · Current offers and UI may differ from the version used in the experiment.
System
A simple interface sat above a complex promotion system.
- 01Campaign creation
- 02Eligibility rules
- 03Restriction handling
- 04Expiry priority
- 05Discovery surface
- 06Checkout validation
Coverage · Coupon type · Usage limits · Order limits · Registration criteria · Dates · Order type
The product made eligibility legible without
exposing infrastructure complexity.
- Contextual discovery
- Eligibility + value explanation
- Copy code
- Manual checkout use
Deferred
Automatic application
Checkout dependency
Engineering complexity
Discount-budget risk
Would blur whether discovery drove redemption
Follow the full flowScroll →
Experiment design
The test made the behavioral bet observable.
Control
External campaign communication
No sticky offer component during browsing.
50 / 50split
24 days · 306,965 customers
Hypothesis: customers exposed to eligible offers during shopping will redeem more coupons.
Variant
Eligible offers visible during shopping
A/B test results
Contextual discovery improved utilization and the basket around it.
Coupon utilization · Measured result+17.3%
Average basket size+1.1%
Average revenue per user+1.0%
Average order frequency+0.7%
Average order value+0.8%
24-day controlled experiment · 306,965 customers · 50/50 split
Business impact
The experiment indicated a scalable revenue opportunity.
EGP 5M+
Projected monthly opportunity at scale
A projection from the experiment, not realized revenue.
- Better discovery
- More utilization
- Larger baskets, more frequent orders, and higher revenue per user
- Monthly revenue opportunity
Operating model
The product changed how Growth could operate promotions.
Promotion moved from a moment in a channel to a capability inside the shopping journey.
Future opportunities
From offer utility to growth real estate.
Breadfast Pay cross-sell: surface card-exclusive perks where users are already looking for savings.
Featured brand promotions: promoted top-of-hub placement for branded offers from partners.
We didn’t design a coupon screen. We designed a mechanism that reconnects existing business value with customer intent.
Future concepts, separate from the tested MVP.
Next case study / Home Navigation
From grocery app to everyday platform. ↗