+203%
CVR increase
+118%
GMV increase
Data showed that conversion rates remained low despite ongoing promo campaigns - users either missed available discounts or dropped off during redemption. The manual process also made promo codes feel unreliable, hurting both user confidence and AOV growth.
This created a business challenge - missed conversion opportunities and low promo engagement - and a user challenge - friction, confusion, and lack of visibility into available offers.
So - How might we
Make promo codes more visible and accessible to users at checkout?
Reduce friction so users can redeem discounts effortlessly?
Use promo codes to motivate both first-time buyers and returning customers to purchase more or higher-value bundles?
Explored visual treatments from bold to minimal. Chose a lightweight, distraction-free version suited for checkout and system constraints while keeping the offer clear and usable.
Next, I mapped every scenario a user might encounter
Each state was annotated and discussed with engineers to ensure clarity and technical feasibility. Along with a Loom Video
We launched the pilot with the Carry70 promo code in Egypt, and within two weeks, conversion rates more than doubled. The success of this test validated the new approach and opened the door to a global rollout.