BEES
Designing for transparency
Designing for transparency
Designing for transparency
One of the main challenges in designing for the BEES retail app is surfacing the most important information for users at the right moment. In a complex, information-dense environment, free goods often went unnoticed until checkout, leaving users unaware of how they earned them and unsure if they were maximizing available promotions.
This project focused on making free goods visible, helping users understand their rewards and enabling more deliberate decisions while shopping.
One of the main challenges in designing for the BEES retail app is surfacing the most important information for users at the right moment. In a complex, information-dense environment, free goods often went unnoticed until checkout, leaving users unaware of how they earned them and unsure if they were maximizing available promotions.
This project focused on making free goods visible, helping users understand their rewards and enabling more deliberate decisions while shopping.
One of the main challenges in designing for the BEES retail app is surfacing the most important information for users at the right moment. In a complex, information-dense environment, free goods often went unnoticed until checkout, leaving users unaware of how they earned them and unsure if they were maximizing available promotions.
This project focused on making free goods visible, helping users understand their rewards and enabling more deliberate decisions while shopping.
Role
Role
Role
UX Product Designer
UX Product Designer
UX Product Designer
Application
Application
Application
BEES retail app
BEES retail app
BEES retail app
Tools
Tools
Tools
Figma, ChatGPT, NotebookLM
Figma, ChatGPT,
NotebookLM
Figma, ChatGPT,
NotebookLM
Figma, ChatGPT, NotebookLM
Meet Tio.
Meet Tio.
Meet Tio.
Meet Tio.
He is a small business owner who uses the BEES app to order products for his store.
He is a small business owner who uses the BEES app to order products for his store.
He is a small business owner who uses the BEES app to order products for his store.
He is a small business owner who uses the BEES app to order products for his store.
One day, he was shopping on the app, just as usual…
One day, he was shopping on the app, just as usual…
One day, he was shopping on the app, just as usual…
He browses the catalog, while adding product to his cart.
He browses the catalog, while adding product to his cart.
He browses the catalog, while adding product to his cart.
Eventually, he begins the checkout process.
Eventually, he begins the checkout process.
Eventually, he begins the checkout process.
But, then he notices…
But, then he notices…
But, then he notices…
…that he's earning free goods!
…that he's earning free goods!
…that he's earning free goods!
One day, he was shopping in the app, just as usual.
One day, he was shopping in the app, just as usual.
Nice!
Who doesn't love free stuff?
Nice! Who doesn't love free stuff?
Nice!
Who doesn't love free stuff?
Nice! Who doesn't love free stuff?
But, here's the problem…
But, here's the problem…
But, here's the problem…
But, here's the problem…
Tio has no idea why he earned any free goods.
Tio has no idea why he earned any free goods.
Tio has no idea why he earned any free goods.
Tio has no idea why he earned any free goods.
I wonder what qualified me?
I wonder what qualified me?
I wonder what qualified me?
Am i missing out on more free goods?
Am i missing out on more free goods?
Am i missing out on more free goods?
There is a lack of visibility around free goods during checkout.
There is a lack of visibility around free goods during checkout.
As of Q2 2025, the average number of SKUs per order was
7.57
Of that,
4.13
SKUs could potentially earn free goods.
As of Q2 2025, the average number of SKUs per order was
7.57
Of that,
4.13
SKUs could potentially earn free goods.
As of Q2 2025, the average number of SKUs per order was
7.57
Of that,
4.13
SKUs could potentially earn free goods.
As of Q2 2025, the average number of SKUs per order was
7.57
Of that,
4.13
SKUs could potentially earn free goods.
That means
over 50%
of the average order was eligible to earn free goods…
…but users had no idea!
That means
over 50%
of the average order was eligible to earn free goods…
…but users had no idea!
That means
over 50%
of the average order was eligible to earn free goods…
…but users had no idea!
That means
over 50%
of the average order was eligible to earn free goods…
…but users had no idea!
Problem statement
Problem
statement
Problem
statement
In the shopping cart, users cannot see which items earn free goods. This lack of visibility leaves users confused and unaware of rewards — and the business misses chances to drive engagement and sales.
In the shopping cart, users cannot see which items earn free goods. This lack of visibility leaves users confused and unaware of rewards — and the business misses chances to drive engagement and sales.
In the shopping cart, users cannot see which items earn free goods. This lack of visibility leaves users confused and unaware of rewards — and the business misses chances to drive engagement and sales.
Design objectives
Handle information-dense deals effectively
Ensure nudges for complex promotions, like free goods, are clear, actionable and non-intrusive.
Maintain trust & transparency
Clearly communicate which items qualify and why, ensuring users feel informed rather than misled.
Ensure scalability
Design a flexible pattern that can grow to support multiple upsell opportunities per product as requirements evolve.
Design
objectives
Handle information-dense deals effectively
Ensure nudges for complex promotions, like free goods, are clear, actionable and non-intrusive.
Maintain trust & transparency
Clearly communicate which items qualify and why, ensuring users feel informed rather than misled.
Ensure scalability
Design a flexible pattern that can grow to support multiple upsell opportunities per product as requirements evolve.
Design objectives
Handle information-dense deals effectively
Ensure nudges for complex promotions, like free goods, are clear, actionable and non-intrusive.
Maintain trust & transparency
Clearly communicate which items qualify and why, ensuring users feel informed rather than misled.
Ensure scalability
Design a flexible pattern that can grow to support multiple upsell opportunities per product as requirements evolve.
Design
objectives
Handle information-dense deals effectively
Ensure nudges for complex promotions, like free goods, are clear, actionable and non-intrusive.
Maintain trust & transparency
Clearly communicate which items qualify and why, ensuring users feel informed rather than misled.
Ensure scalability
Design a flexible pattern that can grow to support multiple upsell opportunities per product as requirements evolve.
25
25
benchmarked
benchmarked
Up to this point, our team had conducted extensive benchmarking across retail apps to understand how promotions and rewards are surfaced in the cart experience.
Up to this point, our team had conducted extensive benchmarking across retail apps to understand how promotions and rewards are surfaced in the cart experience.
2
2
focused
focused
While the broader analysis revealed common patterns, I'll highlight Amazon and Target as representative examples to illustrate key findings.
While the broader analysis revealed common patterns, I'll highlight Amazon and Target as representative examples to illustrate key findings.
25
benchmarked
Up to this point, our team had conducted extensive benchmarking across retail apps to understand how promotions and rewards are surfaced in the cart experience.
2
focused
While the broader analysis revealed common patterns, I'll highlight Amazon and Target as representative examples to illustrate key findings.
Amazon
Amazon
Amazon
On Amazon's PDP, some deals display a text button to show offer details.
On Amazon's PDP, some deals display a text button to show offer details.
On Amazon's PDP, some deals display a text button to show offer details.
The app uses a take-over screen to display terms & conditions to users.
The app uses a take-over screen to display terms & conditions to users.
The app uses a take-over screen to display terms & conditions to users.
Once added to cart, there is a deal nudge, allowing users to quickly apply an offer.
Once added to cart, there is a deal nudge, allowing users to quickly apply an offer.
Once added to cart, there is a deal nudge, allowing users to quickly apply an offer.
Once applied, the system provides immediate, clear feedback to confirm success.
Once applied, the system provides immediate, clear feedback to confirm success.
Once applied, the system provides immediate, clear feedback to confirm success.
Target
Target
Target
For more complicated deals, Target shows a button, allowing users to see the terms of a deal.
For more complicated deals, Target shows a button, allowing users to see the terms of a deal.
For more complicated deals, Target shows a button, allowing users to see the terms of a deal.
The app uses a drawer to display these terms & conditions to users.
The app uses a drawer to display these terms & conditions to users.
The app uses a drawer to display these terms & conditions to users.
Once a product linked to a deal gets added to cart…
Once a product linked to a deal gets added to cart…
Once a product linked to a deal gets added to cart…
…users are able to view offer details without having to navigate away to a buried page.
…users are able to view offer details without having to navigate away to a buried page.
…users are able to view offer details without having to navigate away to a buried page.
Target allows users to see multiple applied deals from one place. This pattern appears to be scalable.
Target allows users to see multiple applied deals from one place. This pattern appears to be scalable.
Target allows users to see multiple applied deals from one place. This pattern appears to be scalable.
Research takeaways
1
Collapsible drawers can help make it easy for users to understand complex promotions without overwhelming the page.
2
Letting users apply deals directly in the cart can give them more control and builds confidence in purchase decisions.
3
A multi-deal tray could be an option, allowing several offers to be shown clearly and without clutter.
Research
takeaways
1
Collapsible drawers can help make it easy for users to understand complex promotions without overwhelming the page.
2
Letting users apply deals directly in the cart can give them more control and builds confidence in purchase decisions.
3
A multi-deal tray could be an option, allowing several offers to be shown clearly and without clutter.
Research takeaways
1
Collapsible drawers can help make it easy for users to understand complex promotions without overwhelming the page.
2
Letting users apply deals directly in the cart can give them more control and builds confidence in purchase decisions.
3
A multi-deal tray could be an option, allowing several offers to be shown clearly and without clutter.
Research
takeaways
1
Collapsible drawers can help make it easy for users to understand complex promotions without overwhelming the page.
2
Letting users apply deals directly in the cart can give them more control and builds confidence in purchase decisions.
3
A multi-deal tray could be an option, allowing several offers to be shown clearly and without clutter.
From insight to impact…
From insight to impact…
From insight to impact…
From insight to impact…
Now, when Tio checks out,
he can clearly see free good deals available to him and apply them with ease.
Now, when Tio checks out, he can clearly see free good deals available to him and apply them with ease.
Now, when Tio checks out, he can clearly see free good deals available to him and apply them with ease.
Now, when Tio checks out, he can clearly see free good deals available to him and apply them with ease.
Final thoughts
Final
thoughts
Final
thoughts
This project was a reminder that design doesn't always follow the ideal process. Our timeline did not allow us time to validate before release — product chose to take it straight to production and gather feedback in-market. In these situations, the role of designer is to lean on competitive research, heuristics and scalable patterns to ship with confidence, while remaining open to iteration once real user insights come in.
This project was a reminder that design doesn't always follow the ideal process. Our timeline did not allow us time to validate before release — product chose to take it straight to production and gather feedback in-market. In these situations, the role of designer is to lean on competitive research, heuristics and scalable patterns to ship with confidence, while remaining open to iteration once real user insights come in.
This project was a reminder that design doesn't always follow the ideal process. Our timeline did not allow us time to validate before release — product chose to take it straight to production and gather feedback in-market. In these situations, the role of designer is to lean on competitive research, heuristics and scalable patterns to ship with confidence, while remaining open to iteration once real user insights come in.