DealDunia
Shop Smart. Save Real.
A CouponDunia-inspired cashback & coupons app — full 8-phase UX process from discovery to launch
Project Overview
DealDunia — Cashback & Coupons App
Indian online shoppers lose hundreds of rupees per transaction because they don't know about available coupons and cashback offers. DealDunia is a single trustworthy destination that surfaces the best verified savings at the right moment.
Product Goals
- Verified coupons + real cashback (not points)
- 3,000+ stores: food, fashion, electronics, travel
- Withdraw to bank, UPI, Amazon Pay, Paytm
- Build trust via transparency on coupon validity
Problem Statement
Existing platforms are cluttered, have unverified coupons, and make cashback withdrawal a painful experience. Users need a single trustworthy destination that surfaces the best savings at the right moment.
Success Metrics — 6-Month Targets
Phase 1
Discovery & Research
💼 Business Team
- Grow affiliate revenue via CTR optimization
- Increase LTV via cashback loyalty
- Onboard 500 new brand partners in Year 1
📣 Marketing Team
- Drive organic installs via referral program
- High social shareability of deals
🎧 Support Pain Points
- "Cashback not tracked" is #1 complaint
- Expired coupons damage trust
- Users don't understand how cashback works
Competitive Analysis
| Feature | DealDunia | CouponDunia | CashKaro | GrabOn |
|---|---|---|---|---|
| Verified Coupons | ✅ | ✅ | ✅ | ✅ |
| Real Cashback | ✅ | ✅ | ✅ | ❌ |
| AI Personalization | ✅ | Partial | ❌ | ❌ |
| Shopping Assistant | ✅ | ✅ | ❌ | ❌ |
| Offline Store Deals | ✅ | ✅ | ❌ | ❌ |
| UPI Withdrawal | ✅ | ✅ | ✅ | N/A |
| Bill Payment Deals | ✅ | ✅ | ❌ | ❌ |
| Clean Minimal UI | ✅ | Moderate | Moderate | ✅ |
Competitive Gap: No competitor offers AI-powered coupon stacking — combining bank card offers + cashback + coupon codes automatically.
Research Methods — 25 interviews · 200-person survey · 1,000+ app store reviews
Key Research Findings
Users waste time copy-pasting codes only to find them expired at checkout — frustration and mistrust.
Users don't understand how cashback works, when it'll be credited, or why it sometimes doesn't track.
"I know deals exist but I don't know where to find them for the specific store I'm already shopping at."
Users want to check deals while already on a store's app. A browser extension or in-app assistant is valued highly.
Affinity Mapping — 5 Theme Clusters
Verification, expiry dates, success rate %
Search, categories, personalization, trending
Cashback tracking, wallet, withdrawal
One-tap copy, auto-apply, instant access
Savings milestones, referral bonuses
Phase 2
Define & Synthesize
User Personas
- Find coupons instantly before checkout
- Track cashback without manual activation
- Redeem cashback quickly to UPI
- Expired codes waste her time
- Cashback takes too long or disappears
- Too many ads feel untrustworthy
- Stack max savings (coupon + cashback + bank offer)
- Get notified of price drops on watched items
- See savings history to feel rewarded
- Misses deals — doesn't check apps often enough
- Has to manually combine different offer types
- Find deals on essentials without confusion
- Understand exactly how much she's saving
- Simple cashback withdrawal
- Overwhelmed by too many offers
- Doesn't understand the difference between coupons, cashback & offers
Jobs To Be Done
"When I'm about to check out, I want to quickly find a working coupon so that I save money without delaying my purchase."
"When I complete a purchase, I want to understand when my cashback will be credited so that I feel confident the system worked."
"When I have cashback in my wallet, I want to withdraw it easily so that I actually see the benefit of using the app."
"When I'm browsing, I want to discover deals I didn't know about so that I get inspired to save on things I was going to buy anyway."
How Might We Questions
Phase 3
Information Architecture
App Structure — Bottom Tab Navigation
- Search Bar
- Banner Carousel
- Category Pills
- Top Cashback Stores
- Trending Coupons
- Expiring Soon
- Personalized For You
- Fashion & Apparel
- Electronics & Gadgets
- Food & Dining
- Travel & Hotels
- Groceries & Health
- Beauty & Care
- Entertainment & OTT
- Bill Payments
- Cashback Balance
- Being Tracked
- Cashback History
- Withdraw (UPI / Bank)
- Amazon Pay / Paytm
- Transactions Log
- My Account
- Saved Deals (Wishlist)
- Purchase History
- Referral Program
- Notifications
- Help & Support
- Settings
Key User Flows
Flow 1 — First-Time User Onboarding
Flow 2 — Finding & Using a Coupon
Flow 3 — Earning & Withdrawing Cashback
Phase 4
Interaction Design
Key Interaction Patterns
- User taps "Get Deal"
- Button morphs into coupon code with copy icon
- Green checkmark micro-animation + haptic feedback
- Toast: "Code copied! Opening [Store]…"
- App opens store in-browser after 1.5s delay
- Full-screen bottom sheet appears before store navigation
- Prominent CTA: "Activate & Shop Now"
- Dismissible with "Remind me in 30 mins" option
Card shows: logo, headline offer, cashback %, expiry badge. Expanded view: full T&Cs, success rate, usage count today, related deals.
After confirmed cashback: animated confetti overlay + "You saved ₹X!" Milestone badges shareable to social via deep link.
Micro-interactions
| Trigger | Animation | Duration |
|---|---|---|
| Coupon copied | Checkmark bounce + green fill | 300ms |
| Cashback activated | Coins raining animation | 500ms |
| Pull to refresh | Rupee coin spinning | Continuous |
| Deal saved to wishlist | Heart fill pulse | 200ms |
| Cashback confirmed | Confetti burst | 800ms |
| Empty state | Animated illustration | Loop |
Error States
"This code expired on [date]. Here are fresh alternatives:"
→ Show 3 active deals"Looks like your cashback wasn't tracked. Raise a ticket."
→ One-tap support"You're offline. Saved deals still work!"
→ Show cached content"This store is temporarily unavailable."
→ Show similar storesPhase 5
Visual Design System
Brand Personality: Energetic, Trustworthy, Smart, Celebratory · Tone: Warm, vibrant, approachable — not cluttered, not corporate
Colour Palette
Type Scale
Component Library — 11 Core Components
Phase 6
Prototyping & Testing
Prototyping Stages
Usability Testing — 12 Users (8 Android · 4 iOS)
| Task | Completion | Avg Time | Key Issue |
|---|---|---|---|
| Find best deal on Swiggy & get code | 92% | 18 sec | 1 user confused by "Get Code" vs "Shop Now" |
| Activate cashback for Amazon | 75% | 34 sec | Cashback activation not prominent enough |
| Check wallet & initiate withdrawal | 83% | 28 sec | "Pending" cashback label unclear |
| Find Fashion deals under ₹500 off | 67% | 42 sec | Filter options hard to find |
Iterations Based on Testing
A/B Testing Plan (Post-Launch)
| Test | Variant A | Variant B | Metric |
|---|---|---|---|
| CTA label | "Get Code" | "Copy & Save" | CTR |
| Cashback display | "₹45 cashback" | "3% cashback" | Activation rate |
| Onboarding length | 3 slides | 2 slides | Completion rate |
| Category order | Algorithmic | User-selected | Engagement |
Phase 7
Developer Handoff
Handoff Tools
- Design: Figma (dev mode enabled)
- Tokens: Figma Tokens plugin → JSON
- Storybook: All UI components
- Assets: SVG icons, WebP images (2×+3×)
- Docs: Zeroheight design system
Engineering Stack
React Native (iOS + Android)
Redux Toolkit + React Query
React Navigation v6
REST + WebSockets
Firebase + Mixpanel
Sentry
Design Tokens (Sample)
Animation Specs
| Animation | Library | Duration | Easing |
|---|---|---|---|
| Page transitions | Reanimated | 280ms | ease-in-out |
| Coupon copy | Lottie | 350ms | spring |
| Cashback celebration | Lottie | 800ms | linear |
| Skeleton loading | Shimmer | Loop | linear |
| Bottom sheet | Gorhom | 300ms | spring |
Phase 8
Launch & Iterate
🔒 Soft Launch — WK 1–2
10,000 beta users via invite code only
🚀 Public Launch
Google Play + App Store with ASO-optimized listing
📢 Marketing
Finance/saving influencers, Google UAC, Meta Ads
Analytics Events (Mixpanel)
Iteration Roadmap
Month 1 · Sprint 1–2
Bug fixes, performance tuning, cashback tracking reliability
Month 2 · Sprint 3–4
AI-powered personalized deal feed, notification optimization
Month 3 · Sprint 5–6
Coupon stacking (bank offers + cashback + code combined)
Quarter 2
Browser extension, offline deal finder, Hindi/Tamil/Telugu support
Quarter 3
Social savings groups, price drop alerts, gamified savings challenges
Appendix
Research & Design Artifacts
🔬 Research Artifacts
- Interview transcripts (25 users)
- Survey results export (200 responses)
- App store review analysis (1,000+ reviews)
- Competitive benchmark screenshots
🎨 Design Artifacts
- User journey maps (all 3 personas)
- Full Figma file (wireframes + hi-fi + prototype)
- Component library documentation (Storybook)
- Design token JSON export
🧪 Testing Artifacts
- Usability test recordings (12 sessions)
- Test task script
- Results spreadsheet with severity ratings
- Updated designs post-testing
DealDunia is built on a single insight: Indian shoppers don't lack savings opportunities — they lack a trustworthy, fast, and transparent way to find them. Every design decision in this 8-phase process was made in service of that truth.