BigCommerce • Promotion Manager

BIGCOMMERCE / PROMOTION MANAGER

A new discounting hub that scales for Merchant growth

In my role as a Senior Product Designer I simplified the discounting structure and promotion management workflows through collaborative design iteration, review of competitive research and validating prototypes with users.

MY ROLE

Senior Product Designer

TEAM

Product Manager • 2 Engineers

USERS / PERSONAS

SMB Merchants, Mid-Market Merchants, Enterprise Merchants

ACTIVITIES PERFORMED

Competitor Analysis • UX Audit • Customer Workshops • Surveys • Information Architecture • Workflow Diagrams • Wireframes • High Fidelity Prototypes • Usability Tests

BIGCOMMERCE / PROMOTION MANAGER

A new discounting hub that scales for Merchant growth

MY ROLE

Senior Product Designer

TEAM

Product Manager • 2 Engineers

USERS / PERSONAS

SMB Merchants, Mid-Market Merchants, Enterprise Merchants

ACTIVITIES PERFORMED

Competitor Analysis • UX Audit • Customer Workshops • Surveys • Information Architecture • Workflow Diagrams • Wireframes • High Fidelity Prototypes • Usability Tests

How can we optimize discount management and creation to support SMB and Mid-market needs as we scale for Enterprise Merchants?

Small business owner

Boutique

Experiment with a variety of promos to see what works best with their buyers

Mid-market Merchant

Scaling Business

Know their customers, loyalty promos, beginning to adopt seasonal promotions

Enterprise Merchant

mature business / org

Managing multiple promotional campaigns, offer bulk pricing discounts

How can we optimize discount management and creation to support SMB and Mid-market needs as we scale for Enterprise Merchants?
Small business owner
Boutique
Experiment with a variety of promos to see what works best with their buyers
Mid-market Merchant
Scaling Business
Know their customers, loyalty promos, beginning to adopt seasonal promotions
Enterprise Merchant
mature business / org
Managing multiple promotional campaigns, offer bulk pricing discounts
BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.
Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.
A user could create promotions in at least three different areas of the product.
Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.
Limited bulk actions
Bulk actions were limited to "Delete Rule." Merchants often requested a bulk import of rules, ability to duplicate, etc.
Duplicate experiences
Coupon codes and discounts have the same UI but are separate.
Confusing functionality
Merchants were confused by the "stop after this rule" column that controlled execution order and rule disabling.
Experience isn't intuitive
Discoverability of the reorder functionality was not clear and relied on info banner to inform users of functionality.
Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.
Clunky rule creation
Creating discounts was restrictive and cumbersome often composed of long-sentence formats that were not scalable.
How can we optimize discount management and creation to support SMB and Mid-market needs as we scale for Enterprise Merchants?
Small business owner
Boutique
Experiment with a variety of promos to see what works best with their buyers
Mid-market Merchant
Scaling Business
Know their customers, loyalty promos, beginning to adopt seasonal promotions
Enterprise Merchant
mature business / org
Managing multiple promotional campaigns, offer bulk pricing discounts
BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.
Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.
A user could create promotions in at least three different areas of the product.
Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.
Limited bulk actions
Bulk actions were limited to "Delete Rule." Merchants often requested a bulk import of rules, ability to duplicate, etc.
Duplicate experiences
Coupon codes and discounts have the same UI but are separate.
Confusing functionality
Merchants were confused by the "stop after this rule" column that controlled execution order and rule disabling.
Experience isn't intuitive
Discoverability of the reorder functionality was not clear and relied on info banner to inform users of functionality.
Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.
Clunky rule creation
Creating discounts was restrictive and cumbersome often composed of long-sentence formats that were not scalable.
How can we optimize discount management and creation to support SMB and Mid-market needs as we scale for Enterprise Merchants?
Small business owner
Boutique
Experiment with a variety of promos to see what works best with their buyers
Mid-market Merchant
Scaling Business
Know their customers, loyalty promos, beginning to adopt seasonal promotions
Enterprise Merchant
mature business / org
Managing multiple promotional campaigns, offer bulk pricing discounts
BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.
Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.
A user could create promotions in at least three different areas of the product.
Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.
Limited bulk actions
Bulk actions were limited to "Delete Rule." Merchants often requested a bulk import of rules, ability to duplicate, etc.
Duplicate experiences
Coupon codes and discounts have the same UI but are separate.
Confusing functionality
Merchants were confused by the "stop after this rule" column that controlled execution order and rule disabling.
Experience isn't intuitive
Discoverability of the reorder functionality was not clear and relied on info banner to inform users of functionality.
Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.
Clunky rule creation
Creating discounts was restrictive and cumbersome often composed of long-sentence formats that were not scalable.
How can we optimize discount management and creation to support SMB and Mid-market needs as we scale for Enterprise Merchants?
Small business owner
Boutique
Experiment with a variety of promos to see what works best with their buyers
Mid-market Merchant
Scaling Business
Know their customers, loyalty promos, beginning to adopt seasonal promotions
Enterprise Merchant
mature business / org
Managing multiple promotional campaigns, offer bulk pricing discounts
BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.
Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.
A user could create promotions in at least three different areas of the product.
Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.
Limited bulk actions
Bulk actions were limited to "Delete Rule." Merchants often requested a bulk import of rules, ability to duplicate, etc.
Duplicate experiences
Coupon codes and discounts have the same UI but are separate.
Confusing functionality
Merchants were confused by the "stop after this rule" column that controlled execution order and rule disabling.
Experience isn't intuitive
Discoverability of the reorder functionality was not clear and relied on info banner to inform users of functionality.
Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.
Clunky rule creation
Creating discounts was restrictive and cumbersome often composed of long-sentence formats that were not scalable.

How can we optimize discount management to support SMB and Mid-market needs as we scale for Enterprise Merchants?
Small business owner
Boutique
Experiment with a variety of promos to see what works best with their buyers
Mid-market Merchant
Scaling Business
Know their customers, loyalty promos, beginning to adopt seasonal promotions
Enterprise Merchant
mature business / org
Managing multiple promotional campaigns, offer bulk pricing discounts
BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors
like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.
Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.
A user could create promotions in at least three different areas of the product.
Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.
Confusing functionality
Merchants were confused by the "stop after this rule" column that controlled execution order and rule disabling.
Experience isn't intuitive
Discoverability of the reorder functionality was not clear and relied on info banner to inform users of functionality.
Duplicate experiences
Coupon codes and discounts have the same UI but are separate.
Limited bulk actions
Bulk actions were limited to "Delete Rule." Merchants often requested a bulk import of rules, ability to duplicate, etc.
Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.
Clunky rule creation
Creating discounts was restrictive and cumbersome often composed of long-sentence formats that were not scalable.
How can we optimize discount management to support SMB and Mid-market needs as we scale for Enterprise Merchants?
Small business owner
Boutique
Experiment with a variety of promos to see what works best with their buyers
Mid-market Merchant
Scaling Business
Know their customers, loyalty promos, beginning to adopt seasonal promotions
Enterprise Merchant
mature business / org
Managing multiple promotional campaigns, offer bulk pricing discounts
BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors
like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.
Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.
A user could create promotions in at least three different areas of the product.
Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.
Confusing functionality
Merchants were confused by the "stop after this rule" column that controlled execution order and rule disabling.
Experience isn't intuitive
Discoverability of the reorder functionality was not clear and relied on info banner to inform users of functionality.
Duplicate experiences
Coupon codes and discounts have the same UI but are separate.
Limited bulk actions
Bulk actions were limited to "Delete Rule." Merchants often requested a bulk import of rules, ability to duplicate, etc.
Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.
Clunky rule creation
Creating discounts was restrictive and cumbersome often composed of long-sentence formats that were not scalable.
How can we optimize discount management to support SMB and Mid-market needs as we scale for Enterprise Merchants?
Small business owner
Boutique
Experiment with a variety of promos to see what works best with their buyers
Mid-market Merchant
Scaling Business
Know their customers, loyalty promos, beginning to adopt seasonal promotions
Enterprise Merchant
mature business / org
Managing multiple promotional campaigns, offer bulk pricing discounts
BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors
like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.
Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.
A user could create promotions in at least three different areas of the product.
Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.
Confusing functionality
Merchants were confused by the "stop after this rule" column that controlled execution order and rule disabling.
Experience isn't intuitive
Discoverability of the reorder functionality was not clear and relied on info banner to inform users of functionality.
Duplicate experiences
Coupon codes and discounts have the same UI but are separate.
Limited bulk actions
Bulk actions were limited to "Delete Rule." Merchants often requested a bulk import of rules, ability to duplicate, etc.
Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.
Clunky rule creation
Creating discounts was restrictive and cumbersome often composed of long-sentence formats that were not scalable.
How can we optimize discount management to support SMB and Mid-market needs as we scale for Enterprise Merchants?
Small business owner
Boutique
Experiment with a variety of promos to see what works best with their buyers
Mid-market Merchant
Scaling Business
Know their customers, loyalty promos, beginning to adopt seasonal promotions
Enterprise Merchant
mature business / org
Managing multiple promotional campaigns, offer bulk pricing discounts
BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors
like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.
Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.
A user could create promotions in at least three different areas of the product.
Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.
Confusing functionality
Merchants were confused by the "stop after this rule" column that controlled execution order and rule disabling.
Experience isn't intuitive
Discoverability of the reorder functionality was not clear and relied on info banner to inform users of functionality.
Duplicate experiences
Coupon codes and discounts have the same UI but are separate.
Limited bulk actions
Bulk actions were limited to "Delete Rule." Merchants often requested a bulk import of rules, ability to duplicate, etc.
Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.
Clunky rule creation
Creating discounts was restrictive and cumbersome often composed of long-sentence formats that were not scalable.

BigCommerce discount capabilities vs. competitor solutions

BigCommerce has standard discounting capability and functionality. As we looked into positioning the company among competitors like Prestashop and Magento, we would also need to have a more robust discounting capability and market-leading UX.

Prior IA with a scattered discounting structure

The experience of creating a discount and a sale were not consolidated.

A user could create promotions in at least three different areas of the product.

Viewing Discount Rule list prior to redesign

Managing discount rules is challenged by confusing labels, unclear and limited functionality.

Creating a Discount Rule list prior to redesign

The current-state user experience for creating discounts was restrictive and not built for responsiveness.

I first approached the redesign by refining the IA and consolidating the discount structures.

I then made a flexible discount rule creation workflow that accounted for all the gaps in our current offering.

I first approached the redesign by refining the IA and consolidating the discount structures.

With the new, consolidated discounting structure, users would no longer need to bounce back and forth across the app to apply discounts.

Workflow diagram trees displaying the Add/Edit Discount workflow

I first approached the redesign by refining the IA and consolidating the discount structures.

With the new, consolidated discounting structure, users would no longer need to bounce back and forth across the app to apply discounts.

I then made a flexible discount rule creation workflow that accounted for all the gaps in our current offering.

Workflow diagram trees displaying the Add/Edit Discount workflow

Prototype demo

A central hub for discount creation and catalog sales pricing

The new UI capabilities featured robust bulk actions, filtering/search, discount statuses and priority designation for setting rule execution order.

A central hub for discount creation and catalog sales pricing

The new UI capabilities featured robust bulk actions, filtering/search, discount statuses and priority designation for setting rule execution order.

A central hub for discount creation and catalog sales pricing

The new UI capabilities featured robust bulk actions, filtering/search, discount statuses and priority designation for setting rule execution order.

User study results

We tested the UI with 11 users with the goal of determining if the UI is effective for discount rule creation and to determine if the new IA fit within the user's mental model.

100%

Task Success Rating:

Add a Buy One, Get One discount

100%

Task Success Rating:

Edit discount to include Advanced Limitations

91%

Overall Net Promoter Score:

New Promotion Manager UX

100%

Task Success Rating:

Add a Buy One, Get One discount