About:
R7 Cupons + Cashback is a discount and cashback platform designed to help users save money on online purchases. Instead of selling products directly, the site guides users to partner retailers through coupons and tracked links. Depending on the offer, users may receive a discount, cashback, or both after completing a purchase on the retailer’s website. The platform works as a discovery layer for deals across categories like electronics, home, fashion, and services, while the checkout and purchase experience remain entirely on the retailer’s side.
Although R7 Cupons + Cashback does not sell products directly, its visual language was designed to feel familiar to users of e-commerce platforms. Product promotions and dedicated store pages make up most of the content, along with sections focused on discount coupons.
For this reason, the benchmarking process went beyond similar coupon platforms and included major e-commerce websites such as Mercado Livre, Magazine Luiza, and Amazon. The goal was to understand how promotions, discounts, and cashback offers are presented, and to apply these patterns in a way that feels intuitive to users. This approach helps users recognize R7 Cupons + Cashback as a bridge between discovery and purchase, even though the transaction itself happens on the retailer’s website.
The R7 Cupons + Cashback homepage is organized into five main sections: featured retailers, best deals of the week, store categories, blog articles, and available coupons.
While all sections promote savings in some form, each one have a different purpose within the experience. Because of that, special attention was given to visually separate these sections, helping users quickly understand what each area offers and what actions they can take. At the same time, the visual treatment of similar content types remains consistent across the platform, reinforcing their function through familiar patterns and layouts.
Each of the sections mentioned above can be accessed individually, expanding the available content. While retailers, promotions, and categories lead to pages with more detailed experiences, the coupons and blog news sections expand to display additional content. The first section leads to a dedicated page listing all partner retailers on the platform, which can be browsed alphabetically or searched through a text input. When a searched store is not available on R7 Cupons + Cashback, the interface suggests related alternatives to help users find similar options.
On the categories page, users can check all store groupings available on the platform. This section helps product-focused browsing, making it easier to find specific types of items when the brand itself is not the primary factor.
One of the main challenges in this area was the use of distinct category icons. Less conventional or harder-to-represent themes required additional attention, as the icons needed to clearly support recognition while remaining visually consistent within the overall design system.
This project was an important learning experience for me, as it was my first time designing a product with online retail behavior. In addition, R7 Cupons + Cashback presented a challenge in itself: the product needed to behave like a large e-commerce platform, while not handling transactions directly. For this reason, benchmarking played an even more important role than it usually does, helping define how this experience should work while clearly communicating the redirection flow to partner retailers.
Another challenge was explaining these features to a portion of the R7 audience that is often older and less familiar with online shopping, coupon usage, and cashback mechanics. Simple language and predictable interactions were essential to reduce friction and build confidence.
As most users come from other products within the R7 ecosystem, it made sense for R7 Cupons + Cashback to adopt the group’s visual identity. In this context, R7’s flexible design system enabled the creation of new components designed to meet the product’s needs, while maintaining a consistent and cohesive experience for users.
