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App Coupons

Self-serve coupon creation for App Market developers

2021 · Monetisation

Submit & Publish Widget Custom Element Component Settings

Before May 2021, coupon creation was a manual process handled exclusively by Wix employees - a bottleneck that kept the total coupon count minimal over the platform's entire history.

I designed and built the self-serve coupons management page in the Developer Center, enabling app developers to create and manage their own promotional coupons independently.

What I Did

Designed the end-to-end coupon management system from scratch for third-party app developers
Designed eligibility flows for different user types (who can and can’t use coupons)
Designed the coupon creation flow and active/inactive management views
Built multiple first-time user state variations to handle different eligibility scenarios
Delivered a centralized hub for developers to track coupon performance and status

Impact

After launch, unique coupons created grew nearly 6x and monthly volume grew 3-5x - a shift from employee-bottlenecked to fully self-served.

By 2025, the number of apps actively using coupons had increased more than 10x, and coupons now drive 27% of all app upgrades.

Coupons empty state — first-time view prompting developers to add their first coupon

Coupon creation modal — fields for name, code, discount type, plan eligibility, date range, and usage limits

Active coupons list — each coupon’s code, discount, plan scope, date range, usage count, and live status

Inactive coupons tab — expired and limit-reached coupons with status flags like Expired, Limit Reached, and Plan Deleted

Bottom line

This project is a good reminder that the most impactful design work is sometimes the least flashy. The feature itself is not complex, but removing a human bottleneck from a system that developers interact with repeatedly compounds over time in ways that are hard to anticipate from the design phase.