Groupon

A Pan-European Overhaul: How We Streamlined Groupon Merchant’s UX and Multi-Channel Marketing in Record Time

In partnership with Groupon Merchant, we delivered a multi-market, multi-language blueprint—combining fresh UX/UI wireframes, persona-driven marketing, and revamped case studies—uniting 13 European markets under one cohesive vision.

Client: Groupon | Industry: Technology / E-commerce

Groupon—earning over $2.5 billion annually across 15+ countries—needed a swift, unified strategy to refresh its Merchant platform in 13 European markets. We delivered rapid UX/UI wireframes and persona-focused marketing campaigns that spoke to local nuances, including post-Brexit concerns. This concise, scalable approach aligned stakeholders in Dublin, London, Paris, and Chicago—reinforcing Groupon Merchant’s reputation as a trusted growth engine for local businesses worldwide.

The Opportunity

1. Dated Merchant Portal

Groupon Merchant’s existing platform was showing its age—fragmented navigation, inconsistent visuals, and little flexibility for multilingual or market-specific needs. A modern, user-centric refresh was critical to better serve merchants in 13 European regions.

2. UX/UI Overhaul & Live Demo

By designing wireframes and a rapid prototype, you could quickly illustrate how an updated layout, streamlined onboarding flow, and localized features might unify the merchant experience across diverse markets.

3. Persona-Focused Marketing

A fresh site architecture also opened the door for persona-based campaigns, ensuring each merchant type (e.g., restaurants, salons) had tailored promotions, social media assets, and email templates—crucial for quick go-to-market consistency.

4. Enhanced Merchant Engagement

A cohesive platform—complete with improved case studies and well-structured support resources—promised a smoother onboarding process, better retention, and stronger brand trust across multiple languages and cultures.

This tighter approach recognizes the outdated website as the main driver for a new UX/UI solution, while briefly touching on how persona-based marketing and better merchant engagement fit into that overarching goal.

Our Strategic Solution

1. Discovery & Rapid Prototyping

Stakeholder Workshops: Conducted focused sessions with Groupon Merchant’s Dublin, London, Paris, Berlin, and Chicago required a single best-practice framework that could adapt to local markets while preserving a strong global brand identity.
Wireframe Drafts: Produced a clickable prototype showcasing a modern, easy-to-navigate layout in just a few days—building immediate momentum and buy-in.

2. Streamlined Architecture

Unified Navigation: Organized key features (merchant onboarding, analytics, promotions) into a clean, intuitive structure.
Localization Plan: Ensured the system could flexibly handle multiple languages and region-specific content without duplicating efforts.

3. Persona-Focused Campaigns

Tailored Collateral: Developed social media, email, and promotional materials mapped to different merchant segments (e.g., restaurants vs. salons).
Consistent Branding: Created modular templates for quick adaptation, preserving a cohesive look across 13 European markets.

4. Merchant Engagement & Support

Revamped Case Studies: Introduced a uniform format highlighting real ROI and success stories—boosting trust among prospective merchants.
Self-Service Resources: Proposed a structured knowledge base and FAQ, reducing confusion and elevating user satisfaction post-launch.

Proven Results

1. Discovery & Rapid Prototyping

Stakeholder Workshops: Conducted focused sessions with Groupon Merchant’s teams across Dublin, London, and Paris plus senior US leadership to pinpoint user challenges and clarify brand goals.
Wireframe Drafts: Produced a clickable Squarespace prototype showing a modern, intuitive site layout—ensuring timely leadership alignment on the new vision.

2. Streamlined Architecture

Unified Navigation: Organized features for merchant onboarding, promotions, and analytics into a clean, intuitive structure.
Localization Plan: Prepared a flexible system for 13 markets, 5 languages and regional requirements, simplifying future expansions or compliance updates.

3. Persona-Focused Campaigns & Multi-Channel Assets

Tailored Collateral: Developed marketing materials targeted to different merchant segments (restaurants, salons, retail, etc.).
Omni-Channel Deployment: Created print-ready, point-of-sale designs (posters, table tents, window clings), as well as digital versions for social media, email marketing, and web promotions.
Consistent Branding: Maintained a unified look across channels—ensuring each European market got culturally relevant but brand-consistent campaigns.
Two Campaign Landing Pages: A/B versions tailored to different audience segments.
Six Customer Testimonial Pages: Showcasing success stories, each with dedicated landing pages plus a master testimonial hub.
68 CTA Designs: Created for social media, email, and point-of-sale promotions in London (and adaptable to other markets).
Groupon Merchant Marketing SWOT & Mapping Report: Provided an overview of strengths, weaknesses, opportunities, and threats across 13 markets, plus social media channel mapping.

4. Merchant Engagement & Support

Revamped Case Studies: Introduced a uniform template to highlight merchant success, building trust among potential partners.
Self-Service Resources: Proposed how-to guides and FAQs, helping merchants maximize promotions and reduce support overhead.

Overarching Concept:
Connecting Local Merchants with Engaged Customers

Our concept proposal for Groupon Merchant, showcased a narrative arc from brand awareness to tangible business growth. We highlighted how risk-free ads, targeted promotions, and seamless user experiences help local businesses attract new customers, spark repeat visits, and ultimately boost their bottom line—without the burden of upfront costs.

Groupon Merchant Website: A Modern UX for Global Markets

A preview of the wireframe and design mockups we created for Groupon Merchant—showcasing a streamlined, multi-language layout ready to serve diverse European markets. By combining intuitive navigation with localized visuals, these pages empower merchants to quickly launch and manage promotions, while preserving Groupon’s signature branding. Scroll through the carousel to see how we fused user-centric UX with eye-catching design.

Campaign Execution & Creative Assets:
Bringing Groupon Merchant to Life a Multi-City Rollout

Localized Campaigns: Adapted assets for London, Dublin, Paris, and Berlin, factoring in Brexit considerations and cultural nuances.

Print & POS Collateral: Posters, table tents, and window clings aligned with digital campaigns—creating a consistent narrative from online to offline channels.
Email & Social Media: Cohesive banners, visuals, and messaging across major social platforms, plus drip email sequences to onboard and retain merchants.

Proven Results

Rapid Prototype Buy-In
- A working wireframe and demo site secured quick alignment among executives—crucial for moving a long-discussed redesign forward.
Clear Merchant Journey
- Feedback from internal teams indicated that the new architecture and persona-driven approach would reduce friction, speed onboarding, and improve satisfaction.
Robust Localization Potential
- Each campaign asset (landing pages, social media templates, POS kits) was easily adaptable to local languages, ensuring brand consistency across 13 markets.
Elevated Brand Trust
- Standardized case studies and self-service resources showcased real merchant success, fostering greater loyalty and credibility among prospective partners.

Key Takeaways & Next Steps

Prototype Early for Stakeholder Unity
- A live Squarespace demo, chatbots, and calendars quickly turned conceptual discussions into concrete approvals.
Localize Without Losing Brand Cohesion
- Persona-based assets, translated copy, and region-specific promotions made global branding feel tailored and authentic.
Consistency Drives Merchant Engagement
- From case studies to CTA designs, a unified style cut onboarding complexity and boosted merchants’ confidence in Groupon’s marketing support.
Data-Driven Improvement
- Building in analytics and feedback loops from day one ensures continuous refinements, strengthening ROI over time.

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