TopCashback’s Browser Extension
Making the cashback reminder less intrusive, without making it easier to miss.
The TopCashback Browser Extension notifies members when cashback is available while they’re shopping online. With over 200,000 users, small changes to its behaviour can have a significant impact on the experience. I own the end-to-end UX for the extension, continuously improving it through member feedback, behavioural data and evolving commercial objectives.
The biggest change began with a consistent frustration: members valued the reminder, but found it disruptive.
Members wanted the reminder. Just less interruption.
The popup performed an important role by alerting members to available cashback, but its size and timing meant it often competed with their browsing.
Simply hiding it wasn’t the answer.
I needed to reduce interruption while keeping the cashback opportunity visible and protecting activation rates.
Different sources pointed to the same problem.
I created a targeted user survey, reviewed an exit survey triggered on uninstall, and looked through extension store reviews.
Across these sources, members understood the value of the reminder. The frustration was with how it appeared during browsing.
I also audited the complete journey, reviewed historical data from 2014 onwards and compared competitor extensions to understand how the reminder could be less annoying whilst remaining persistent.
Browsing behaviour gave the reminder a second state.
I explored concepts that varied the popup’s size, timing and level of user control.
The strongest direction was an adaptive two-state solution: show the full reminder when cashback becomes available, then reduce its prominence when the member begins browsing.
From popup to compact badge.
When the user began scrolling, the reminder minimised into a compact badge at the side of the browser.
The cashback opportunity remained visible and could be expanded whenever the member was ready, rather than asking them to repeatedly dismiss the popup.
Alongside this, I modernised the interface and introduced subtle animation to make the transition feel smoother and more intentional.
I worked closely with stakeholders and internal and external development teams to balance the experience with commercial requirements and the technical constraints of working across different retailer websites.
Fewer members closed the extension.
The changes addressed a consistent pain point, while keeping the reminder available during browsing.
Following the redesign:
(52% decrease in the US)
from 2.9★
Post-launch data shaped the next improvement.
Monitoring showed that very few users were choosing to reposition the extension.
This could mean the default position worked well, but it also raised a question: did members know they could move it?
The initial goal had been to make the extension less intrusive. Next was finding the right balance between reducing interruption and encouraging cashback activation.
Making control and visibility clearer.
- I integrated the draggable ellipsis control into the popup, rather than leaving it outside and tucked into a corner.
- I also added a green background to help the collapsed badge stand out against predominantly white retailer websites.
- On the expanded badge, I made dragging more prominent and moved the close control to the opposite side to create clearer separation.
A scroll shouldn’t always mean “collapse”.
Rather than immediately reducing the popup to a badge, I introduced a short delay triggered by deliberate scrolling.
Users scroll differently, so I worked closely with the developer to find behaviour that felt more deliberate than an accidental scroll.
These changes form the latest design. I continue to monitor feedback and behavioural data to identify what needs improving next.
What I took from it
Post-launch data helped shape the ongoing solution.
Reducing interruption was the starting point. Post-launch data helped me question whether the controls were clear enough and whether the reminder was collapsing too quickly.
Observing change & opportunity to improve.
Owning the extension over time means the work doesn’t stop at launch. Smaller changes to visibility, timing and control can make a meaningful difference to how the experience works.