Carry1st ● 2025
From hidden discounts to 3x more conversions
From hidden discounts to 3x more conversions
From hidden discounts to 3x more conversions
The Carry1st Shop is a digital marketplace where users across Africa buy game credits, data bundles, and digital services instantly and securely.
Role
Product Design Lead
Product Designer
Deliverables
User Research
Component Library
High Fidelity Designs
Team
1x Product Designer
1x Product Manager
4x Software Engineers
Platform
Web Responsive
Mobile Application
The Problem
Manual promo code flow was quietly draining conversions, revenue, and loyalty.
Promo codes are powerful incentives that can lift conversion rates and Average Order Value (AOV), but data revealed our existing manual experience was failing users and the business.
Users often:
01
Didn’t see available discount.
01
Didn’t see available discount.
02
Dropped off before completing redemption.
02
Dropped off before completing redemption.
03
Experienced friction and uncertainty during checkout.
03
Experienced friction and uncertainty during checkout.
Product before redesign
Opportunity I
Create a seamless, visible promo code entry point that surfaces discounts exactly when users are ready to buy.
Opportunity II
Transform promo codes into a scalable growth lever that lifts conversions, bigger baskets, and repeat purchases.
The Problem
Manual promo code flow was quietly draining conversions, revenue, and loyalty.
Promo codes are powerful incentives that can lift conversion rates and Average Order Value (AOV), but data revealed our existing manual experience was failing users and the business.
Users often:
01
Didn’t see available discount.
02
Dropped off before completing redemption.
03
Experienced friction and uncertainty during checkout.
Product before redesign
Opportunity I
Create a seamless, visible promo code entry point that surfaces discounts exactly when users are ready to buy.
Opportunity II
Transform promo codes into a scalable growth lever that lifts conversions, bigger baskets, and repeat purchases.
Design goals
How might we
Improve discoverability of promo codes during checkout?
Reduce friction and make redemption effortless?
Leverage promo codes to motivate both new and returning customers?
Design goals
How might we
Improve discoverability of promo codes during checkout?
Reduce friction and make redemption effortless?
Leverage promo codes to motivate both new and returning customers?
Clarifying happy paths and edge cases
Mapping the experience
Benchmarking studies helped reveal the ideal experience. I then collaborated with the product designer to map out the ideal journey for promo code redemption — from discovering an offer to applying it successfully — identifying pain points and edge cases.
Clarifying happy paths and edge cases
Mapping the experience
Benchmarking studies helped reveal the ideal experience. I then collaborated with the product designer to map out the ideal journey for promo code redemption — from discovering an offer to applying it successfully — identifying pain points and edge cases.
Design decision
Designing consistent and usable components
We explored visual treatments ranging from bold and attention-grabbing to minimal and lightweight. We ultimately chose a design that was:
01
Clear and distraction free
01
Clear and distraction free
02
Usability focused and optimized for both web & mobile
02
Usability focused and optimized for both web & mobile
03
Consistent with checkout patterns
03
Consistent with checkout patterns
The goal was to make promo codes feel trustworthy, easy to apply, and contextually valuable at the moment of purchase.
Design decision
Designing consistent and usable components
We explored visual treatments ranging from bold and attention-grabbing to minimal and lightweight. We ultimately chose a design that was:
01
Clear and distraction free
02
Usability focused and optimized for both web & mobile
03
Consistent with checkout patterns
The goal was to make promo codes feel trustworthy, easy to apply, and contextually valuable at the moment of purchase.
Retrospective
Test and Launch
We piloted the new experience using the Carry70 promo code in Egypt. Within two weeks, the results were significant:
Impact
+0%
+0%
Increase in conversion rate
+0%
+0%
Increase in GMV
+0%
+0%
Increase in first-time purchasers
Retrospective
Test and Launch
We piloted the new experience using the Carry70 promo code in Egypt. Within two weeks, the results were significant:
Impact
+0%
+0%
Increase in conversion rate
+0%
+0%
Increase in GMV
+0%
+0%
Increase in first-time purchasers
Helpful resources
Books
Design for How People Think
Articulating Design Decisions
UX Strategy
Design for How People Think
Articulating Design Decisions
UX Strategy
Helpful resources
Books
Design for How People Think
Articulating Design Decisions
UX Strategy
Conclusion
By rethinking how promo codes are surfaced and redeemed — focusing on visibility, clarity, and simplicity — we transformed a confusing experience into a conversion driver that benefits both users and the business.
Conclusion
By rethinking how promo codes are surfaced and redeemed — focusing on visibility, clarity, and simplicity — we transformed a confusing experience into a conversion driver that benefits both users and the business.