Ibotta App

The Task
Select an app, research, and develop a list of the top three problems or opportunity areas regarding the product. The problems can focus on a particular area or can be general. The goal is to understand how I aggregate and synthesize multiple data points into actionable insights.


My Roles
User Research, Ideation, UX Design

The Scope
2 Days, 1 Hour Presentation Prep

The Tools
Sketch, Adobe Illustrator



How did I gather user feedback for this exercise?

Keeping in mind the limited timebox I had to complete this case study, I leveraged user reviews from both Google Play and the Apple App Store. This gave me perspective from many people from both Android Material and Apple HIG platforms.



Where did I look and what sources did I find?

Better understanding the arena Ibotta lives in means better understanding Ibotta’s competitors. After user insight and assuming what is important to a user from that data, I created a competitive analysis to look for opportunities for Ibotta.



In order to better clarify who the users are, gather feedback from them, and understand the user problems, more research methods are needed in these areas:

  • User Interviews

  • Contextual Inquiry

  • Card Sorting

  • Surveys

  • Data Analysis

  • A/B Testing

Other Sources of Feedback Needed



In order to determine the order of importance of the problems I found, Synthesizing the Data was key.

From my research, I took those findings and put them into an Affinity Map to make sense of the data collected. This revealed some interesting assumptions.




Areas of Opportunity

User research lead to the assumption that some users don’t have time to justify using the app.

User research showed that some users have trouble getting the app to complete the task of giving them cash back.

Customer Service
User research implied that some users are not happy with the response from customer service when the app does not work.


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Address the Opportunities