Coupon Hunter
Finding the Best Coupon Shouldn’t Feel Like a Treasure Hunt
My Role
led the end-to-end redesign of the PayEazy coupon selection experience.
Timeline
January 2025 – April 2025 (4 months)
Team
1 Product Manager
3 Devs
2 QA Engineers
1 Head of Product
Outcome
Coupon application: 55.5% → 67.0% Payment success: 34.6% → 45.6% Filter engagement: ~18% → ~42%
Getting the Metrics
Enter Amount
100 Users
Payment Summary
84 Users (-16%)
Payment mode
50 Users (-40%)
Payment Success
36 Users (-16%)
Users came to PayEazy with one clear goal to get a discount while paying their bill, but this is where things started to break.
Nearly 40% of users dropped off when moving from the payment summary to selecting a payment mode.
Overall, only 36 out of 100 users successfully completed the payment.
Users wanted the discount, but many could not confidently apply the right coupon. Instead of completing the payment, they dropped off. This made improving payment success and coupon confidence the core problem to solve.
Real User Problems
I needed to validate my assumptions so I got the data of real users that raised issues which aligned with the problem statement that I was defining.
USER 1: I couldn’t find a great deal quickly, so I just paid the full amount instead of hunting for coupons.
USER 2: I always apply the first coupon I see without checking if it's actually the best one.
USER 3: The way discounts are shown is confusing—I can’t tell how much I'm saving, and I don’t trust these offers.
USER 5: I can’t search for my bank card to see which offers apply to me.
USER 6: I don’t want to waste time figuring out offers. Can you just show me the best discount?
USER 7: There are way too many offers, and it’s hard to understand which one applies to me and I need to pay my bill fast.
Armed with these insights, I knew exactly what needed fixing. The next step? writing out problems with the current design.
Defining Problem Statement
I gathered the team and filled a whiteboard with 40+ pain points, identifying everything that was broken. From this chaos, I distilled 5 core problems and structured a research-driven approach.
Low Discoverability: Too many offers, unclear categorization, and an overwhelming UI made it hard for users to find the best deal.
Applicability Confusion: Users couldn’t tell if a coupon is applied to their order.
Limited Personalization: There was no system to recommend the best coupon automatically.
Multiple Coupons, One Choice: Users didn’t know how to compare deals, and stacking wasn’t possible in a clear way.
Hidden Best Deals: The best possible coupon wasn’t visible upfront, making users miss out on savings.
My Primary Goal
Help users quickly find and confidently apply the best coupon so they can complete their payment without hesitation.
⏱️
Faster Decisions
+
🎯
Smarter Results
+
💡
Lesser Duration
=
Coupons
Analysing the competition
Zomato
Swiggy
Bistro
Myntra
OYO Rooms
BigBasket
MMT
Ajio
I wasn’t going to reinvent the wheel without seeing what’s already out there. I deep-dived into 50+ apps, from industry giants like Zomato, BookMyShow, Swiggy, Airtel, OYO, and District, to lesser-known but innovative solutions. I categorized them based on their UX/UI effectiveness:
Bad UI, Great UX (BookMyShow) – They used intuitive categorization and sectioning based on payment methods, making navigation seamless.
Great UI, Bad UX (District) – The visual hierarchy guided my eyes perfectly, but essential information was missing.
Bad UI, Bad UX – Some apps made me wonder how anyone managed to apply a coupon at all.
Great UI, Great UX (EazyDiner) – You will be convinced by the end of this case study.
I took inspiration from these insights but crafted a design that solved our specific problems—something no other app had done yet.
Evolution of Design
Iteration 1: The Foundation
Redesigned the coupon tray with search functionality.
Improved text hierarchy so users instantly saw savings.
Introduced coupon 'chips' to make navigation and filtering easier.
Iteration 2: The Breakthrough
Introduced sub-chips for handling cards of different bank within the space after selection of payment method.
Challenge: Users couldn’t compare two banks simultaneously, leading to confusion when selecting the best offer.
Initial iterations didn’t have a clear distinction between savings categories, which led to redesigning the way offers were grouped and displayed.
Iteration 3: Granular Control
Introduced tabs for “All Offers,” “Credit Cards,” “Debit Cards,” and “Other Offers,” making navigation intuitive.
Displayed the number of offers next to each category for clarity.
Enhanced visual hierarchy to clearly show bank names, discounts, and eligibility.
Improved dynamic UI components, ensuring that the offer list resized smoothly depending on content, avoiding cutoff issues seen in early tests.
Final Iteration: Bringing It All Together
Implemented coupon code entry, searching offers, tabs, sub-chips, and a new UI.
Solved the Axis Bank problem—80+ card types with varying offers. I introduced a system where users entered the first 8 digits of their card to see applicable deals.
Fixed tap area issues, dynamic height problems, and UX inconsistencies.
Added smart recommendations, where the system highlights the best savings based on the user’s selected payment method.
Biggest Business Booster
The Discussion
One pattern became obvious during research. Users weren’t applying coupons because they didn’t exist. They were hesitating because they didn’t know which one was the best. This created friction at the exact moment when confidence mattered most.
We asked a simple question.
What if users didn’t have to search at all?
What if the best coupon was shown upfront?
AND HERE CAME THE TWIST!!!
Making It
I introduced an upfront coupon section that automatically surfaced the most relevant and highest saving coupon based on the user’s selected payment method.
Instead of showing everything equally, the system prioritized intelligently.
The best coupon appeared at the top
Savings were clearly highlighted
Users could apply it instantly without scrolling
The Project Handoff
Once the design was finalized, I conducted a three-hour deep-dive session with the developers to ensure a smooth handoff. During this session, I walked them through the core problems we identified and why they were important to address. I then explained the design solutions, detailing the logic behind each decision to ensure clarity. We also discussed functionality expectations and assessed technical feasibility, aligning the design with development constraints.
Defining KPIs
💰
PayEazy Conversion rates
Compares PayEazy conversion rates for new users before and after the redesign.
📢
Coupon Engagement Rate
How many users interact with the coupon section.
🎫
Coupon Redemption Rate
Tracks how many users successfully apply a coupon during checkout.
☎️
Customer Support Tickets
Indicates improved clarity and confidence in the coupon experience.
Seamless Path to Maximum Savings
A step-by-step look at how users save effortlessly.
Path Guider
The blue path reveals the best coupon upfront.
The purple path reveals 50+ coupons to explore the best deal.
The pink path unlocks instant savings with a coupon code.
UPFRONT COUPONS
Best deals, zero hunting. Just tap and save instantly.
COUPON EXPLORATION
Search, filter, and find the perfect deal your way.
CUTTING THROUGH 20+ CARD TYPES
Enter your Axis bank card details to instantly confirm your eligible discount.
COUPON CODE
Got a coupon code? Drop it here and unlock your savings.
SMOOTH CHECKOUT
Choose any payment method and pay seamlessly with Juspay.
Eazydiner's Coupon redesign is now live on the application and is doing wonders for the company. In just 1 month (March 2025 to June 2025), the metrics have been improved by a great margin.
HERE ARE THE STATS: