Żabka — UX Case Study
Scaling one of Poland's biggest loyalty ecosystems
- Client
- Żabka
- Role
- UX Designer · Continuous discovery
- Sector
- Retail / Loyalty
- Year
- 2022
Context
Mass-market loyalty app with millions of weekly retail interactions.
Constraint
Dense promotional surfaces were making valuable coupons and everyday loyalty actions harder to discover.
My move
Reworked the loyalty and coupon experience through research, IA mapping, prototypes and continuous discovery.
Outcome
Clearer redemption paths and a discovery rhythm the product team could keep using after launch.
/ 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.