Punchh

Revamping the outdated homepage into a user-centric, all-in-one Campaign Management hub

Overview

Punchh is the leading platform for restaurant loyalty and marketing, supporting over 40% of the top 100 U.S. restaurant chains, including Taco Bell, Wendy’s, and Carl’s Jr.

Their most-used product, Campaign, was highly requested by marketers for a redesign. I led the transformation, turning the outdated homepage into a powerful, all-in-one Campaign Management hub. The impact was significant:

• 75% of users chose the new design over the classic version

• CSAT increased by more than 50%

Research

Hypothesis

When users said they needed a new homepage, I wanted to uncover what that truly meant. I began by brainstorming and developing hypotheses around users’ needs and pain points when they landed on the homepage.

Validation

To validate user needs, I launched a survey with 21 respondents. The results confirmed strong demand—each of the five hypothesized user needs was rated extremely important by 33–57% of participants, reinforcing that these priorities were real and worth solving.

To validate user problems, I facilitated an internal workshop with Customer Support, Sales, and Enablement teams. Their close customer relationships provided firsthand insights that confirmed key issues and added real examples and context to clarify what needed to be solved.

Turn feedback into research

Users often express feedback as feature requests. My role was to look beyond the proposed solutions and translate those requests into underlying user needs.