Problem statement
How might we enable a seamless and effective promotion flow for Heineken's B2B customers, ensuring that they can easily discover, access, and redeem promotional offers tailored to their business needs?
Primary research and user pain points
To better understand customer pain points, we conducted a survey and analyzed insights from Hotjar and GA4.
Although 97% of customers say they are more likely to purchase items on promotion, the promotions page receives low traffic. This is largely because users don't understand promotions, they are not relevant to them or not visible on the app.
Some qualitative feedback from survey conducted with 150 respondents showed that:
Users forget about the promotions and don’t see additional mentioning on the platform:
“Sometimes I don't make use of them simply because I forget due to the business routine."
Customers can’t find relevant promotion products:
"I always take advantage of promotions, but if I don't, it's some promotional products I don't use in my business."
Promotion interface is too complex:
“I don't understand promotions and what what I need to do to add promotion in my cart"
Design phase
To improve the user experience and address key pain points, we enhanced the promotion flow by introducing quick filters, a prominent entry point from the homepage, and a banner at the top of the catalogue page. We redesign "add promotion" flow, promotion labels, enabled editing capabilities for open promotions (such as mix-and-match offers), allowing users to manage their selections more easily.
We ran a series of usability tests: preference test for different parts of the user flow, prototype test for the complete user flow and survey to gather qualitative insights.
Through focus groups, we discovered that users found the promotion setup process too lengthy and unclear—particularly when it came to understanding when promotion requirements are met and adding promotion is be finalized. To address this problem in the next design iteration we added progress bar informing users where they are in the process of adding promotions.
A key finding was that 97% of customers valued knowing the final promotion price upfront, even for mix-and-match offers involving multiple products. This transparency helped them better manage their spending and feel more in control of their purchase decisions.
Usability testing further revealed that promotion benefits were not prominent enough on the interface. Participants expressed a strong preference for filtering promotions by brand and product category, enabling quicker discovery of relevant deals and a more streamlined shopping experience.
Based on these and many other findings we iterated on designes again and shipped the final flow in 2 phases.
In the first phase we included promotion listing page, promotion detail page based on 7 different promotion mechanics, cart and checkout pages, and email templates.
In the second phase, we introduced promotional pricing mechanics, a user interface for promotions, and editing capabilities. User feedback highlighted the critical importance of promotional pricing, so despite the complexity of the backend logic required to support it, we prioritized its implementation in this phase.
We ran a series of usability tests: preference test for different parts of the user flow, prototype test for the complete user flow and survey to gather qualitative insights.
Through focus groups, we discovered that users found the promotion setup process too lengthy and unclear—particularly when it came to understanding when promotion requirements are met and adding promotion is be finalized. To address this problem in the next design iteration we added progress bar informing users where they are in the process of adding promotions.
A key finding was that 97% of customers valued knowing the final promotion price upfront, even for mix-and-match offers involving multiple products. This transparency helped them better manage their spending and feel more in control of their purchase decisions.
Usability testing further revealed that promotion benefits were not prominent enough on the interface. Participants expressed a strong preference for filtering promotions by brand and product category, enabling quicker discovery of relevant deals and a more streamlined shopping experience.
Based on these and many other findings we iterated on designes again and shipped the final flow in 2 phases.
In the first phase we included promotion listing page, promotion detail page based on 7 different promotion mechanics, cart and checkout pages, and email templates.
In the second phase, we introduced promotional pricing mechanics, a user interface for promotions, and editing capabilities. User feedback highlighted the critical importance of promotional pricing, so despite the complexity of the backend logic required to support it, we prioritized its implementation in this phase.
We ran a series of usability tests: preference test for different parts of the user flow, prototype test for the complete user flow and survey to gather qualitative insights.
Through focus groups, we discovered that users found the promotion setup process too lengthy and unclear—particularly when it came to understanding when promotion requirements are met and adding promotion is be finalized. To address this problem in the next design iteration we added progress bar informing users where they are in the process of adding promotions.
A key finding was that 97% of customers valued knowing the final promotion price upfront, even for mix-and-match offers involving multiple products. This transparency helped them better manage their spending and feel more in control of their purchase decisions.
Usability testing further revealed that promotion benefits were not prominent enough on the interface. Participants expressed a strong preference for filtering promotions by brand and product category, enabling quicker discovery of relevant deals and a more streamlined shopping experience.
Based on these and many other findings we iterated on designes again and shipped the final flow in 2 phases.
In the first phase we included promotion listing page, promotion detail page based on 7 different promotion mechanics, cart and checkout pages, and email templates.
In the second phase, we introduced promotional pricing mechanics, a user interface for promotions, and editing capabilities. User feedback highlighted the critical importance of promotional pricing, so despite the complexity of the backend logic required to support it, we prioritized its implementation in this phase.
Results and learnings
Deliverables & Impact: A new promotion flow from Discovery to Checkout
The project took about a year to complete with several teams working together. In the end, we implemented a new promotion flow, added more entry points in the customer journey, and visualized different types of promotions. We also included promotional filters and redesigned the promotion listing page. On top of that, we updated the cart, checkout, thank you, and order overview pages to clearly highlight promotions. Previously, open promotions weren’t available to users, but with the new flow, they can now choose promotions that fit their interests or product preferences. Along with these design changes, we also introduced a completely revamped promotion system.
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