Browser Extension

With over 200,000 users, improving the user's experience of the Browser Extension is integral to TopCashback.

Company
TopCashback
Tools used
Miro, Figma, XD, Google Analytics, Qlik.
Platform
Browser Extension
Stats
  • UK - 54% decrease in users closing the extension.
  • US - 52% decrease in users closing the extension.
  • Other metrics unaffected.
  • New feedback survey pending.

Alongside larger projects, I owned the end-to-end UX for the TopCashback Browser Extension, continuously improving the experience based on user feedback, behavioural data, and evolving business needs. I was responsible for the UX/UI design of the extension, leading all enhancements from concept through to delivery.

One of the most consistent themes across user reviews was that the extension felt intrusive and disruptive, particularly due to the cashback reminder popup. While the reminder is core to the product’s value, it was clear that the current implementation created friction for some users.

To better understand this, I gathered insights from multiple sources including a targeted user survey on likes/dislikes, an exit survey triggered on uninstall, and looking through the extension store reviews.

However, I also ran a survey that asked users of the extension, what they like/dislike about the extension. We also have an ongoing survey that appears when the user uninstalls the extension that asks them for a reason why. Collecting all these responses, it supported the reviews from the extension stores. I then looked at ways to tackle this.

Across all sources, the feedback was consistent in that users understood the value of the reminder. However, they found the experience overly intrusive during browsing.

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Figure 1: Snapshot of the UK survey data to help improve the extension.

How might we reduce perceived interruption without losing visibility and engagement?

I explored a range of concepts to balance user control with business needs. Through collaboration with stakeholders and internal teams, I refined these into a direction that addressed both sides of the problem. I introduced an automatic “badge mode”, which adapts the extension behaviour based on user interaction.

Figure 2: The main Browser Extension popup with it's badge/slim mode (activated by scrolling).

When a user begins scrolling (indicating active browsing), the full popup minimises into a smaller badge. This would be less intrusive by reducing disruption to the browsing experience. It will still be visible for maintaining awareness of cashback availability. Additionally, it would be user-controlled i.e. users can expand the badge when ready. This approach allows the extension to remain helpful without competing for attention at the wrong moment.

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Figure 3: Browser Extension redesign with added slim mode, and iOS screenshots.

Alongside this behavioural change, I took the opportunity to modernise the UI and align it with wider product updates. I introduced subtle animations to make interactions feel smoother and more responsive, improved visual hierarchy and spacing, and created a more cohesive experience with the main site.

Figure 4: Screen record of the Browser Extension showing the user cashback is available, the user scrolling down which iniates the badge mode, and then the cashback being activated.

This work helped strike a better balance between visibility and usability, addressing a key pain point raised directly by users. By evolving the extension from an interruption to a more adaptive experience, I improved the overall perception while maintaining its core functionality.