The Cashback Experiment

[Archived]

2019

My role
UX Designer, Researcher and Developer

What’s this all about?

In 2019, I was part of a exploratory team at Tiendeo, a drive-to-store platform with over 10 million monthly users worldwide.

Our mission was ambitious: experiment with new product directions to expand Tiendeo’s ecosystem.

We conducted market research and spotted an opportunity. Coupons and promotions were common in Spain. However, cashback services weren’t as popular. We saw the chance to bring something fresh to the market: a product that let shoppers earn real money back while helping brands strengthen loyalty.

That’s how Cashback was born.

My role

As part of a lean and cross-functional team, I wore several hats:

  • Researcher: Validated prototypes and conducted market research.
  • Product Designer: Designed the experience across mobile, desktop, and tablet.
  • UI Developer: Helped implement responsive interfaces and ensure design consistency.

The Approach

Cashback felt like the right opportunity because it:

  • Addressed a gap in the Spanish market.
  • Offered a compelling benefit for users: real money back on everyday purchases.
  • Provided brands and retailers with insights on verified transactions.

It was designed to give everyday shoppers real savings while strengthening the relationship between brands and their customers.

By partnering with brands, Tiendeo helped users earn money back on their regular purchases with just a few taps.

We decided to implement the flow as simple and transparent as possible:

  1. Submit the request for verification.
  2. Select products purchased from a partner brand or retailer.
  3. Upload a receipt by taking a photo within the app.
  4. Confirm transaction.
  5. Wait for verification.

Once verified, the cashback amount was credited directly to the user’s account. When users reached the minimum withdrawal threshold, they had multiple options to redeem their savings:

  • Bank transfer
  • Gift card
  • Donation to a nonprofit organization

Takeaways

Cashback started as an experiment, but it demonstrated the potential of combining user-centered design with strategic market opportunities.

For me, it was a chance to work end-to-end, from research and concept validation to design and development, and to see how even small exploratory teams can create meaningful impact inside a larger organization.

Want to see more? Check out other case studies here.