Selected project — REWE
From one test
to many.
I led UX and concept design for REWE’s product-testing relaunch: parallel campaigns, simpler participation and customer reviews that reached beyond the screen.
The redesigned homepage supports several campaigns at once. Each test has its own product, deadline and route into participation.
Implemented design · interface in German · click a screen to enlarge
One test was the bottleneck.
There were too few product tests for the people who wanted to take part. The old platform could only run one test at a time.
That limit reduced opportunities for customer interaction and made the service less attractive to brands wanting to offer their products. The technology and visual design were dated, and applying for a test or completing one took too much effort.
The relaunch needed to support parallel campaigns, simplify participation and add the missing social layer: reviews, sharing and a connection to the physical REWE store.
At Beyonder, my work covered product concepts, UX, UI and research. I owned UX and concept decisions in agreement with REWE’s product owner and two other product stakeholders. I directed another UI designer and guided the development team through handover and implementation.
More choice, fewer steps.
I reworked discovery and participation for several tests running at once, across mobile and desktop.
I simplified the application and test-completion flows, aiming to help people commit to taking part sooner. Campaign pages make the product, deadline and next action visible together, within REWE’s corporate design guidelines.
The service connects online participation with an in-store experience: selected applicants receive a voucher, collect the product at REWE and return to the platform to submit a review.
Bring customer feedback to the shelf.
Reviews and sharing gave each test a life beyond its application window. The results also became visible in REWE stores.
The results overview offers search, sorting and filters by category and brand. Product cards show a rating and a publication date, with a direct route into the result.
The detail view combines the brand presentation with ratings, individual reviews and sharing. Products that performed particularly well on the platform were marked in REWE stores, bringing customer feedback into the shopping experience.
Three rounds in REWE’s UX Test Lab.
User feedback was positive across all three rounds. The core flows and UX direction held up from the start.
We developed the concept through several customer workshops and user research in REWE’s UX Test Lab. The largest revisions concerned alignment with REWE’s strict design guidelines, while the flow and interaction concepts remained consistent through testing.
The redesigned platform went live, including parallel tests, simpler participation and the social features shown here. We also worked out gamification ideas in several workshops and planned for further expansion. Gamification was not implemented because of budget constraints.
Project context: Beyonder’s relaunch account. Explore the live REWE platform. The supplied screens show the implemented design; campaign content changes over time.