Leroy Merlin - New Coupon Checkout Experience
Company: Leroy Merlin
Year: 2023–2024
Role: Product Designer
Context and problem
Customers struggled to use coupons during checkout.
Main issues
Users didn't know they had available coupons or cashback
Coupon rules were unclear and often caused errors
Many customers tried invalid coupons
Coupons could only be applied at the end of the checkout flow
Impact: coupon application was the most frequent error in checkout.
[Image: Erros in the cupom area in the checkout]
Discovery
I conducted an analysis in Hotjar to understand how users were interacting with the coupon input.
The issue was that, despite the frequent availability of coupons, they had various validity rules.
This led users to leave the checkout process to search for other coupons or to verify if they were valid or not.
Ideation
I created a user journey map to identify the most painful parts of the journey, but also to collaborate with other areas, as the coupon experience extends beyond the checkout process.
Image: Benchmark and User journey map
Prototype
After the discovery phase and ideation sessions focused on the most critical pain points in the user journey, I began prototyping with the first wireframes.
We proposed the creation of an integrated coupon wallet, aiming to unify the coupon and loyalty experiences into a single space.
This solution would also eliminate the need to copy and paste codes — a behavior that often disrupts the checkout flow.
Within the same journey, users would be able to view usage rules, and only valid coupons would be automatically applied.
Image: Wireframe and user flow
Usability test
After creating the initial wireframes, I brought in the Product and Engineering teams to assess the feasibility of the proposal and align on technical and strategic aspects.
Once some initial adjustments were made, we moved on to user testing, which I conducted in a physical Leroy Merlin store with actual customers.
Based on the feedback, we improved the discoverability of the coupon section and added more visual elements to make it stand out.
With those enhancements in place, we proceeded to design all the remaining screens, variations, and use cases for the coupon wallet.
Image: Results of usability test
Final Product
The solution introduced a coupon wallet integrated into the checkout experience, allowing users to easily view and apply available discounts.
🎟 Coupon wallet
Modal showing available coupons and cashback
Eligible coupons based on cart products
⚡ Simplified coupon application
Users can activate coupons directly in checkout
Reduced need to manually type coupon codes
🔎 Improved visibility
Coupons and loyalty benefits grouped in one place
Clearer discount information during checkout
Final experience
The new experience brought coupons, cashback, and loyalty benefits into a more centralized and visible experience within checkout.
Image: Final prototype
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