The challenge

Vouchercodes were looking at ways to increase user acquisition and the number of monthly active users. From holding focus groups to understand peoples experiences and pains of online voucher shopping, the design team worked iteratively to generate and test ideas for improving user sign up and engagement across


From our focus groups we discovered two important insights:

1. People who use online voucher codes have very low loyalty to a particular voucher site, even those who use vouchers regularly, they just want to find the best offer available.

2. People experience ‘voucher shame’ in certain social scenarios, for example on a first date, where they may opt out of using them.


From this first insight we explored further the user behaviour of continually wanting to find the best deal, looking at how we could utilise this more on the Vouchercodes site. We explored gamification and how earning points could encourage users to actively visit and continue to come back on a regular basis.

We sketched out wireframes and mockups to visualise how the current user journey could be updated to incentivise people to sign up by earning more points in order to save more money.

We worked up the visuals in order to prototype how a profile section of the website could encourage more loyalty and browse time, testing whether the current examples would incentivise people to sign up.