Żabka
Scaling one of Poland's biggest loyalty ecosystems
- Client
- Żabka
- Role
- UX Designer · Continuous discovery
- Sector
- Retail / Loyalty
- Year
- 2022
/ 01 Problem
Strategy, redesign and continuous discovery for Żappka — one of the largest loyalty programmes in Poland, used by millions of customers every week.
- 01
Overloaded information architecture across discovery, coupons and loyalty.
- 02
Low discoverability of features and the most valuable coupons.
- 03
Balancing aggressive marketing surfaces with everyday usability.
- 04
Lifting engagement and retention without burning the user experience.
- 05
Improving coupon activation, visibility and redemption rates.
/ 02 Responsibilities
- —Strategy and discovery workshops
- —Qualitative and quantitative UX research
- —Continuous discovery cadence with PM and analytics
- —UX/UI concepts, prototypes and shipped flows
- —Feature ideation, user testing and experimentation
/ 03 Approach & process
- 01
Heatmaps and behavioural analysis on the existing app
- 02
Re-mapping user flows and rebuilding the information architecture
- 03
Iterative prototyping of the loyalty centre and coupon experience
- 04
Moderated testing and in-product experiments to validate direction
/ 04 Selected screens
Selected work shown under NDA. Full walk-throughs available on request.
/ 05 Outcome
- →
Clearer, more discoverable loyalty experience that respects both promotional and everyday use.
- →
Coupon flows that surface the right offer at the right moment instead of burying it.
- →
A continuous discovery rhythm the team kept running after launch.