1. Overview

A readiness tracking platform used across 40+ SAF units — improving data accessibility, decision flow, and operational readiness reporting.

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As Senior UX Designer, I led the end-to-end web responsive design of the tracking platform, Trackr across SAF. We made tracking readily accessible and on-the-go, automate computation to reduce time spent on manual work, easy status monitoring for ground units by consolidating a complex policy system into providing real-time updates in daily operations.

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Within 12 months post-launch, the results were steadily increasing:

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1. Market Size: 25,539 users (+368%). Approximately~60% of Army onboarded

1. Active users: 500 users daily and ~4600 users monthly
2. Activities created: 40,520 (+843%)
3. Attendances recorded: ~180,000,000 (756%)

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Final Screens Gallery

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2. Context

Promo codes were critical — but also one of the biggest sources of frustration

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Sephora SEA operates in six markets with different promotion mechanics, campaign calendars, and customer behaviours. Promo codes and deals drive a significant portion of revenue , yet they were also:

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• Hard to discover
• Frequently invalid or ineligible

• Poorly explained with generic error messages

• Inconsistent across markets and channels

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Customers often reached the checkout page, entered a code they found from email, social media or a friend, and hit a dead end, leading to repeated attempts, confusion, and abandoned carts.
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Our challenge was to simplify this experience without losing the flexibility the business needed.

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3. Goals

What we set out to achieve

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Together with the CRM, Product and Engineering teams, we defined three primary goals:

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4. Role

Leading UX across six markets

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I was responsible for the end-to-end promo and deals experience:

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• Mapped existing promo code journeys and pain points using analytics and customer support data
• Led qualitative research with frequent Beauty Pass customers and high-intent promo seekers

• Redefined the journey from discovery to checkout, including validation, eligibility, and error handling

• Designed the Deals Drawer, inline validation patterns, and auto-apply logic

• Partnered with product, CRM, engineering, and regional marketing to align on rules, content, and rollout

• Built scalable components and interaction patterns reusable across all markets

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This work became a core pillar of the broader “Deals For You” personalization initiative.

5. Research & Insights

What we learned from data, support tickets and shoppers

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5.1. Desk Research — Competitive & Comparative Analysis¹

¹ Asos, Shopee, Lazada, Adore Beauty, Cult Beauty, Look Fantastic, David Jones, Tangs, Watsons, Shein, Hermo

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6. Strategy

Three principles for a better deals experience

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We aligned on these guiding principles which acted as the compass through design and implementation:

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7. Design

What features were shipped?

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7.1. Deals Drawer

Surfacing deals earlier, helping shoppers make smarter purchase decisions

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We introduced a Deals Drawer across homepage, product catalog, and checkout that:

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‍• Shows eligible deals in one place
• Highlights the best available promotion

• Displays progress for tiered discounts (e.g. “Spend $20 more to unlock 15% off”)

• Reduces reliance on manually hunting codes across channels

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7.2. Smarter Promo Code Field

A smarter promo field with inline validation

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We upgraded the promo input from a basic text box into a guided component that:

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‍• Validates codes in real time
• Uses clear success / warning / error states

• Explains exactly why a code doesn’t work (expired, minimum spend not met, excluded categories, etc.)

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This reduced guesswork and helped shoppers recover quickly.

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7.3. Auto-apply the Best Deal

Automatically applying the best available promotion

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When multiple promotions were eligible, the system now:

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‍• Checks all available deals
• Selects the best option based on discount logic

• Applies it automatically while allowing users to switch if they prefer another offer

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This prevents missed savings and builds trust in the platform.

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7.4. Multi-market Component System

A unified component system across six markets

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We designed the promo experience as reusable components:

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‍• Flexible for different rules and languages
• Consistent in layout, copy patterns, and interaction behaviour

• Faster for engineering and CRM teams to roll out campaigns without reworking UX market by market

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This reduced operational overhead and improved long-term maintainability.

8. Usability Testing

Validating the experience with real shoppers from SG, ID, PH and AU

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We ran usability sessions with Beauty Pass members across multiple markets.

Overall testing showed:

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• Higher confidence applying promotions at checkout

• Fewer repeated attempts with invalid codes

• Clear understanding of eligibility rules and tier progress (“spend more to unlock…”)

• Positive feedback on seeing all deals in one place with clearer explanations

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1. We asked if new promo code & deals design is easy to find.

2. We also asked if they can differeniate between eligible and non-eligible promos.

9. Outcomes & Impact

Impact on conversion, clarity, and operations

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While specific metrics are confidential, post-launch we observed:

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• A clear drop in failed promo-code attempts

• Improved checkout completion among users interacting with promotions

• Higher average order value in markets running tiered spend promotions

• Fewer customer support tickets related to “invalid” codes

• Stronger operational consistency with a shared promo UX pattern

10. Reflections & Next Steps

What I’d improve next

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With another iteration cycle, I would explore:

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• Making Beauty Pass loyalty tiers more prominent within the deals experience

• A dedicated “My Deals” hub to save and track offers

• Predictive deal suggestions based on browsing and purchase behaviour

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This project reinforced the value of pairing business flexibility with straightforward, human-centered communication—especially in complex discount systems.