Coupon Purchase Flow Redesign
Gorod is a cashback and loyalty app of Russia’s Troika transport system. While topping up cards worked well, the coupon section was underused. I redesigned the coupon flow to boost user engagement and revenue.
Role
Sole Mobile App Designer
Team
Product Manager, Head of Product, Web Designer
Timeline
2022 Q3 — 2023 Q2
About the challenge
Problem
Most users viewed Gorod as a simple transport top-up app. Very few explored or bought coupons, which were key to boosting revenue and app stickiness. The existing coupon flow was outdated, confusing, and hidden under a "Shop" section — causing frustration, low engagement, and missed monetization opportunities.
Goal
Make Gorod a daily utility app by increasing coupon purchases and revenue, improving retention, and reducing churn.
Scope
Full redesign of the coupon purchase flow — from navigation to post-purchase experience.
Discovery & research
I partnered with the PMs and analytics team to investigate the coupon usage. I began with a UX audit of the existing coupon purchase flow, then expanded the research by studying internal data, reviewing user feedback from app reviews, and conducting informal hallway testing sessions. I also spoke with stakeholders from marketing, support, and sales to capture a cross-functional view of the problem.
Design process
In collaboration with the team, I created JTBDs based on user needs. This helped us reframe the design challenges from a user goal perspective and map an improved end-to-end flow for coupon purchase.
Through iterative wireframing and close collaboration with stakeholders, I designed the first version of the flow using the design system and custom components I had created.
Validation
After completing the first prototype, I organized user interviews to validate the flow. Here’s what changed after testing:
Bonus balance was added to the coupon page for better visibility.
Instruction improved: Reframed to "How to get the coupon" instead of only "How to use it".
Thank-you page enhanced with immediate, actionable information.
Renamed menu sections: "Promocodes" ➞ "Invite a Friend" "My Orders" ➞ "My Coupons and Services".
