UX/UI | Growth Case Study
– PINCHme
PINCHme connects people with brands by offering free product samples in exchange for feedback. It’s a win-win: users get to try new products for free, and brands get valuable insights.
Original User Journey
Apply & Qualify
Users apply to try products and qualify by answering a few questions.
Earn Coins
They earned ‘PINCHme coins’ by engaging in deals and activities.
Redeem for Delivery
Coins could be used to get their free sample PINCHme boxes delivered to their doorstep.
Provide Feedback
After trying the products, users share feedback, helping brands understand what resonates with consumers.
But there was a problem—many users would add samples to their “box” but never complete the checkout process. This meant fewer engaged users and missed growth opportunities.
Our research (surveys, social media listening, and looking at how people used the site) showed three main pain points:
No urgency
Users didn’t feel a reason to finish checking out quickly.
Earning coins felt hard
Users didn’t feel motivated enough to use or earn their coins.
Lack of Control
Users wanted more say over which samples they got.
Increase user engagement and drive conversions by optimising the checkout experience to address these pain points and enhance the overall user journey.
As a UX/UI Designer at Helix Collective, I worked closely with PINCHme teams in a fast-paced environment, my responsibilities included:
UX/UI Design
Crafting an intuitive and engaging bidding experience.
Design Execution
Translating strategic goals into visually appealing designs.
Cross-functional collaboration
Coordinating with developers and stakeholders for seamless implementation.
User Testing & A/B Optimisation
Conducting real-world tests by segmenting users into groups—some experienced the new bidding system, while others did not. We used A/B testing to compare engagement and checkout rates and gathered qualitative feedback for continuous optimisation
Fast Iterations & Experiments
Rapidly testing hypotheses and implementing design changes.
Continuous Optimisation
Iteratively improving the bidding system based on user feedback and data-driven insights.
We decided to make claiming samples more fun by introducing a Bidding System. Instead of just picking samples, users could bid their coins on the products they wanted most, increasing their chances of getting them.
Why a Bidding System?
We believed that a Bidding System would:
Hypothesis 1
Create Urgency – Encourage faster checkouts.
Hypothesis 2
Increase Coin Value – Motivate users to earn and strategically spend coins.
Hypothesis 3
Enhance Control – Give users more say in which products they receive.
Over six months, our gamified bidding system delivered significant growth:
+ 45% Increase in User Engagement
More users interacted with the platform, strategically spending coins and optimising bids.
+ 60% Higher Checkout Completion Rates
Countdown timers and limited-edition products reduced cart abandonment, driving users to finalise their boxes.
+ 19% Increase in 'Apply to Try' Actions
Enhanced user control encouraged more users to engage with product selection.
+ 27% Increase in Coin Earning
Strategic bidding and personalised offers boosted coin earning and spending activity.
Improved User Retention
The gamified experience encouraged users to return and manage their bids, increasing overall platform activity.
Gamification Boosts Engagement
Adding game-like elements made the experience more enjoyable and engaging.
User Empowerment Drives Growth
Giving users control over their experience increased satisfaction and activity.
Data-Driven Design
Continuous testing and iteration based on real-world user feedback resulted in a more effective user journey.
Objective
Encourage faster checkouts by creating a sense of urgency.
Experiment 1: Countdown Timers
Added countdown timers to products, prompting users to complete their checkout before the timer ran out to avoid losing their items.
Experiment 2: Exclusive Limited-Edition Products
Introduced exclusive, limited-edition products with limited availability, encouraging users to check out faster to secure them.
Objective
Motivate users to earn and strategically spend coins.
Experiment 1: Personalised Coin Offers with Pop-ups
Displayed personalised pop-up offers right before checkout, encouraging users to earn additional coins needed to complete their purchase.