What is Fetch?
What is Fetch?
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Fetch is a free mobile application that rewards users with points for their everyday purchases. By scanning both physical and digital receipts through the app, users accumulate points that can be redeemed for gift cards from a variety of retailers, including Amazon, Target, and Starbucks
Receipt Scanning: Users earn points by photographing receipts from any store or by connecting their email accounts to capture e-receipts automatically.
Special Offers: Fetch provides opportunities to earn additional points by purchasing specific products or brands featured within the app.
Referral Program: Users can refer friends to join Fetch, earning bonus points when referrals sign up and scan their first receipt.
Fetch Play: The app includes a gaming feature that allows users to earn points by playing popular mobile games.
Fetch is designed to be user-friendly, making it easy for individuals to earn rewards without altering their shopping habits. The app is legitimate and safe, sustaining itself through affiliate and partner revenue.
Product Mission, Objectives, and Strategies
Product Mission, Objectives, and Strategies
When I joined Fetch Rewards, the only clear directive was to make the app more fun and engaging, aligning with the CEO’s vision to stand out as the “fun” rewards app in a typically plain and transactional category. Leveraging my experience from a gaming studio, I collaborated with executive leadership and cross-functional teams to define and execute a product area vision and strategy that brought this goal to life. Key aspects of this collaboration included:
Aligning Vision with Leadership:
Partnered with the CEO, CPO, and CTO to translate the high-level vision into actionable objectives, ensuring alignment with the company’s overarching strategy.
Conducted workshops to prioritize product initiatives that blended gamification elements with core business needs.
Cross-Functional Collaboration:
Worked closely with sales and marketing to integrate competitive insights and shape product features that reinforced our “fun” positioning in the market.
Partnered with customer support to incorporate user feedback into feature prioritization, addressing pain points while driving engagement.
Facilitated alignment through regular stakeholder updates, shared dashboards, and collaborative roadmapping sessions.
This process enabled us to successfully define and execute a product area strategy that elevated user engagement and positioned Fetch Rewards as a unique, enjoyable app in the rewards space.
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Project Structure
Project Structure
At Fetch Rewards, we leveraged the Double Diamond framework to guide the development of new social features, including user-generated content and sharing functionalities.
During the Discover phase, we conducted user research to uncover pain points and engagement opportunities.
In the Define phase, we synthesized insights to clearly articulate the problem: users wanted more ways to share their savings achievements and connect with their community.
In the Develop phase, my team collaborated cross-functionally to prototype and iterate on feature concepts, gathering continuous feedback.
Finally, in the Deliver phase, we launched these features, contributing to a significant increase in monthly active users (from 15M to 18M) and higher user engagement metrics.
Product Discovery and Research
Product Discovery and Research
During the discovery phase at Fetch Rewards, we aimed to understand how to make the app more socially engaging while enhancing the value of points and offers. Our process involved diving into user behaviors, preferences, and mental models to inform the design of new features. Key efforts included:
Understanding Social Preferences:
Conducted user interviews and surveys to explore what Fetch shoppers appreciated about socially connected apps they had installed on their phone such as Venmo and Peloton, such as shared milestones, social recognition, and community interactions.
Identified opportunities to replicate and tailor these experiences for Fetch, focusing on fostering connection and celebration around savings and rewards.
Exploring Desired Interactions:
Exploring Desired Interactions:
Asked users what types of social interactions they find valuable in their daily routine, uncovering interest in sharing savings achievements, comparing points with friends, and engaging in group challenges.
Validated these insights through small-scale prototypes and user testing, ensuring alignment with their expectations.
Deep Dive into Mental Models:
Investigated how users perceived and interacted with points and offers, revealing a variety of assumptions about their value, accessibility, and impact on savings.
Mapped user mental models to identify friction points and designed solutions that simplified and clarified the rewards experience.
These discovery efforts provided critical insights that shaped our product strategy, allowing us to introduce gamified and socially connected features that resonated deeply with our users and aligned with our vision of making Fetch the “fun” rewards app.
The Build
The Build
The development phase at Fetch Rewards was technically complex, as we needed to build scalable social features for millions of monthly active users—all within just six months, making it the company’s fastest discovery-to-delivery project to date. Key efforts included:
Scalable Architecture:
Partnered with engineering leadership to design systems capable of handling high traffic and data-heavy interactions, ensuring reliability and performance at scale.
Optimized backend processes and implemented distributed systems to support real-time updates for social features like shared milestones and group challenges.
Cross-Functional Execution:
Collaborated with engineering, design, and product teams to align feature requirements with technical feasibility and user experience goals.
Conducted stress simulations and iterative testing to address performance bottlenecks early.
Rapid Delivery of Social Features:
Delivered core social functionalities, such as sharing achievements and comparing points with friends, seamlessly integrated into existing infrastructure.
Maintained a strong focus on data integrity, security, and user satisfaction.
This accelerated timeline was achieved through close collaboration, technical innovation, and a shared commitment to executing the CEO’s vision, reinforcing Fetch’s position as the “fun” rewards app.
After launching our MVP, we gathered insights through usability testing (8 users), interviews (10 users), and analytics review to evaluate performance and refine the experience. Key success metrics included:
Social Coefficient: Evaluated growth and satisfaction using the formula: invites sent by active users x completed referrals / total referrals sent.
Friend Requests Sent: Monitored weekly and monthly totals to assess user engagement with social features.
Median Number of Friends Per User: Tracked how quickly and broadly users connected within the app.
These insights highlighted strong satisfaction with the features and informed optimizations, such as improving friend request flows and enhancing referral incentives, driving further adoption and engagement.
After getting the usability testing feedback, we evaluated our entire user flow and iterated.
After getting the usability testing feedback, we evaluated our entire user flow and iterated.
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