When it launched in 2003, CouponCabin was one of the first online deal destinations, garnering millions of views and serving several thousand loyal followers. As competitors and startups evolved and fragmented the affiliated marketing space, delivering the best online coupons and codes was no longer enough—CouponCabin needed to do something meaningfully different to drive users to their site. CouponCabin partnered with gravitytank to reconnect with its users, redefine its offering, overhaul the user experience, and launch an entirely new visual identity.
In order to understand CouponCabin's users, our team launched several simultaneous mobile research missions with dscout, a user-led mobile research platform that allows individuals to capture what is meaningful to them over text, photo, and video posts (snippets). We asked participants to share their shopping processes with us. The snippets gave us a real-time look at the myriad ways shoppers find, organize and use online coupons and codes—allowing us to quickly identify pain points in their experiences and insights around online shopping behaviors. Several segmentations emerged from those insights, giving way to a sophisticated and overlooked user we dubbed the "Savvy Shopper". The Savvy Shopper cares about matching great products to fantastic deals. She is discerning when it comes to design, willing to wait for the best options, and loyal to her favorite brands. Savvy Shoppers demanded a promise of guaranteed functional coupon codes (something CouponCabin does but did not promote at the time) and exhaustive aggregation of the best stores and brand names. Focusing on our Savvy Shopper, we began to reimagine the CouponCabin experience and how it would best serve her needs.
Our research confirmed that brand image matters significantly to Savvy Shoppers, so gravitytank started our engagement with a full rebrand of CouponCabin. Trading woodgrain and cartoon letterforms for a fresh, modern visual style, we combined clean iconography, fashion photography, and pops of vibrant color. CouponCabin’s redesign extended past the computer screen, manifesting across identity materials, promotional collateral and their office environment. Beyond the visual identity, gravitytank established an authentic new brand voice for CouponCabin—reflecting its honest, quality-over-quantity philosophy. This distinct voice reinforced CouponCabin as a trusted ally of the Savvy Shopper and an authority in the online coupon space—guaranteeing every code works, curating top brands, and sharing its performance metrics.
In addition to redesigning the look and feel of the website, gravitytank worked shoulder-to-shoulder with CouponCabin’s technology team to restructure the site's information architecture from the ground up. Rethinking how the site looked and worked provided the team an opportunity to create all-new features, including: curated deal sets by specific lifestyles, the ability to save coupons for later, new views for store savings data, and CouponCabin's first-ever responsive build. This meant our Savvy Shopper could enjoy the same retail experience across her laptop, tablet and mobile devices. Our work with CouponCabin was iterative and quick. Design and implementation took just 3 months—made possible, in large part, by our deep collaboration with core members of CouponCabin team and a bias for swift feedback, rapid prototyping, and agile development.
Rebranding and relaunching CouponCabin helped modernize and streamline the site's user experience, but it didn't fully address the conundrum many Savvy Shoppers faced. Unlike extreme couponers and hardcore deal hounds, Savvy Shoppers aren't thrilled by the hunt and won't spend time managing the deals they find. To keep Savvy Shoppers loyal to CouponCabin, gravitytank created a members-only section of the site called MyCabin. With their MyCabin membership, Savvy Shoppers could take advantage of an all-new, highly-customized shopping experience, allowing them to follow just their favorite stores and brands, receive alerts when those retailers post new deals, share those deals with friends, and view their own savings history all in one place on a beautiful dashboard. Check out the new CouponCabin here.
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