R7 Cupons

R7 Cupons

streaming platform

2022 • 2026

savings platform

2024

savings platform | 2024

product

savings platform

year

2024

scope

0 → 1 Product

User Research

Benchmarking

User Flows

UI Design

Design System Scaling

Prototyping

01

OVERVIEW

R7 Cupons is a platform for discounts and cashback, connecting users to partner retailers. It does not sell products directly. Instead, it aggregates coupons, deals, and cashback offers across categories.

Built within the R7 ecosystem, it introduces savings opportunities to a large and diverse audience.

02

THE CHALLENGE

The product behaves like an e-commerce platform, but does not handle transactions directly. Users are redirected to external retailers, which can create confusion.

A large part of the audience coming from the R7 ecosystem is not familiar with this type of platform or with concepts like cashback, requiring a clear and trustworthy experience that introduces new behaviors without friction.

03

SOLUTION

The solution focused on simplifying how users navigate and discover value, regardless of their starting point.

Given the variety of user intents, from casually browsing to searching for a specific brand, the experience was structured into clearly distinct sections, each designed to support a different path to redemption. Visual differentiation between these sections helps users quickly recognize where they are and choose how they want to explore, while keeping key information always visible to reduce effort and uncertainty.


• Categories (Exploration without a brand in mind): For users who know what they need but not where to find it, the categories section provides a structured way to explore.

Instead of showing products, each category leads to a curated list of relevant retailers. This helps users narrow down options first, reducing noise and making exploration more intentional.

The following carousel presents both the categories overview and the retailer listing within a selected category:

While the improvements focused on optimizing the free subscription entry, the product supports multiple paths to conversion.

The following flow illustrates the experience for users who choose to subscribe directly to a paid plan without an existing account.

The experience was designed to reduce friction during signup, improve clarity around plan selection, and handle both success and failure scenarios during payment.

• Landing Page (Entry Point): Users enter the flow through the streaming app’s landing page, where they can explore available plans, pricing, special conditions, and a brief overview of each offering.

• Retailers (Brand-driven navigation): For users with a specific brand in mind, the retailers section provides a direct path.

Users can browse popular brands, explore the full list, or use search to quickly find what they’re looking for.

While the improvements focused on optimizing the free subscription entry, the product supports multiple paths to conversion.

The following flow illustrates the experience for users who choose to subscribe directly to a paid plan without an existing account.

The experience was designed to reduce friction during signup, improve clarity around plan selection, and handle both success and failure scenarios during payment.

• Landing Page (Entry Point): Users enter the flow through the streaming app’s landing page, where they can explore available plans, pricing, special conditions, and a brief overview of each offering.

• Retailer Detail: Users can access this page through categories or brand search, making it a key convergence point.

It centralizes retailer ratings, available promotions, and coupons. A quick FAQ helps clarify coupon usage, cashback, and reliability, while related retailers offer alternatives.

From here, users can proceed to redemption: products lead directly to the retailer’s website, while coupons open a view to copy the code and continue.

While the improvements focused on optimizing the free subscription entry, the product supports multiple paths to conversion.

The following flow illustrates the experience for users who choose to subscribe directly to a paid plan without an existing account.

The experience was designed to reduce friction during signup, improve clarity around plan selection, and handle both success and failure scenarios during payment.

• Landing Page (Entry Point): Users enter the flow through the streaming app’s landing page, where they can explore available plans, pricing, special conditions, and a brief overview of each offering.

• All Promotions (Broad browsing): This section supports users who prefer to browse and discover deals across the platform.

Users can explore all active promotions in one flow, without filtering by brand or category. Selecting a promotion takes them directly to the product page on the retailer’s website, enabling immediate purchase.

While the improvements focused on optimizing the free subscription entry, the product supports multiple paths to conversion.

The following flow illustrates the experience for users who choose to subscribe directly to a paid plan without an existing account.

The experience was designed to reduce friction during signup, improve clarity around plan selection, and handle both success and failure scenarios during payment.

• Landing Page (Entry Point): Users enter the flow through the streaming app’s landing page, where they can explore available plans, pricing, special conditions, and a brief overview of each offering.

• Coupons (Discovery with intent): This section centralizes all available coupons, allowing users to quickly compare offers by brand, value, and conditions.

Selecting a coupon opens a detailed view with instructions and the option to copy the code and proceed to the retailer’s website.

The following carousel showcases both the coupon list and its detailed view:

While the improvements focused on optimizing the free subscription entry, the product supports multiple paths to conversion.

The following flow illustrates the experience for users who choose to subscribe directly to a paid plan without an existing account.

The experience was designed to reduce friction during signup, improve clarity around plan selection, and handle both success and failure scenarios during payment.

• Landing Page (Entry Point): Users enter the flow through the streaming app’s landing page, where they can explore available plans, pricing, special conditions, and a brief overview of each offering.

04

RESULTS

The experience was structured as a flexible journey, supporting different user intents while guiding users toward a seamless redemption.

Users can enter through categories, retailers, promotions, or coupons and move toward a clear decision point. From there, they can complete their purchase with minimal friction, either by accessing a product directly or applying a coupon.

To support users unfamiliar with coupons and cashback, contextual FAQ sections were introduced at key points in the flow. These help clarify how the system works, reduce uncertainty, and build trust before users proceed to redemption.

Accessibility

Easier to understand for new and unfamiliar users

Clarity

Clear structure and navigation across different paths

Discoverability

Multiple paths to find relevant deals and retailers

User Value

Consistent and accessible ways to save money

05

DESIGN SYSTEM

R7 Cupons is based on the R7 Design System to maintain consistency and familiarity across the ecosystem.

As a distinct product with different needs, new components were created to support its structure and interactions. A wide icon set was curated to represent categories and improve recognition across the platform.

06

CONCLUSION

Understanding the audience was essential to the project, guiding decisions around structure, content, and overall experience.

Research and benchmarking helped adapt common e-commerce patterns to a less familiar audience, translating complex concepts like coupons and cashback into a clearer and more accessible experience.

Designing an e-commerce-like platform without direct transactions required careful handling of multiple sections, categories, and content types, ensuring users could navigate and understand the product without confusion. This project was a valuable experience in balancing complexity and clarity for a broad audience with different levels of familiarity.