CMS to help marketing team move from spreadsheet →no code tool to manage a coupon deal
Company
Team
Priya (Product Designer)
Akash Kumar (Product)
Venkatesh (PM-Director)
Timeline
Jan 2024-Feb 2024
Platform
Web- Admin CMS
My Role
As a Product Designer on this project, my role was to design the end-to-end workflow for how deals are created, managed, and published at MakeMyTrip.
OVERVIEW
No code CMS to publish cupons on Travel Mall (marketplace)
Travel Mall is MakeMyTrip's in-app deals marketplace. It served coupons across fashion, food, electronics, and travel, but every single coupon, regardless of how minor, required engineering involvement to go live.
Coupon Lounge
Buckets
Brands
Banner
Categories
Deals
Created by Fahmi Somdi Std
from the Noun Project
MMT10053
Sagrika Aggrwal
Create Deals
Deals > Create Deals
Deals Details
Coupon Details
Terms & Conditions
Generate a Myntra coupon which starts on 16 September 2025 and ends on 17 February 2026, offering 70% off on all clothing categories.
✦ Nykaa 20% off beauty
✦ Royal Enfield accessories flash deal
✦ Ferns N Petals ₹100 off flowers
The Coupon Lounge CMS is a no-code platform that lets the sales and marketing team create, manage, and publish coupons without any engineering involvement. For the first time, a team member could take a deal from brief to live in a single session.
IMPACT
80% reduction in coupon launch time by eliminating engineering dependency from the coupon creation cycle at MakeMyTrip.
80%
Coupon launch time
4
→
1
Teams involved in the cycle
0 hr
Engineering dependency
100%
T&C consistency across deal
TESTIMONIAL
It used to take days to launch a coupon and weeks of follow-up across engineering teams. Now the marketing team does it in one session and without being dependent!
— Sales Team, MakeMyTrip
PROBLEM
Marketing relied on developers and error-prone spreadsheets for coupon releases, causing delays and inefficiencies.
The process had four distinct handoff points, each a potential failure. Requirements lived in shared spreadsheets. Approvals moved through email chains. Engineers manually implemented every change, no matter how small. The result was slow turnarounds, version conflicts, visual inconsistencies in production, and a marketing team with no ownership over its own workflow.
CURRENTLY
Marketing team used a spreadsheet to gather requirements and share them with the dev team.
Challenge : Eliminate tech dependency from the coupon creation cycle while building a system flexible enough to handle every deal type without rebuilding it for each new format.
OPPORTUNITY
An opportunity to build a tool that gives the team ownership of the coupon lifecycle, eliminating reliance on developers and reducing errors.
Speed
Faster deal turnaround by eliminating handoff cycles between sales and engineering
Scalable
A scalable system that can support new deal types without engineering a new template
Live preview
First time the marketing team can view and edit coupons with full control over how they look before publishing.
Reducing Team involvement from 4→ 1
Multiple teams involved in the coupon cycle, reduced to just the marketing team
SOLUTION
A no code CMS for marketing and sales team with guided creation flow and live preview of the coupon deals
The platform gives sales teams a complete, self-serve environment to build and manage the full deal stack — deals, categories, buckets, and banners — through structured, step-by-step creation flows. A live preview window renders the coupon as it's built, eliminating the visual inconsistencies that previously made it to production.
LANDING
Deal List
Users select a network based on the lab where simulators are placed. Each simulator supports specific networks. Wireframe testing showed engineers prefer comparing lab and cell side by side, favoring a horizontal layout.
STEP 1
Create Deal
STEP 1
Create Deal
STEP 1
Create Deal
Phase II - AI-First Campaign Creation (No manual typing)
Deferred natural language input to the next sprint as a speed tradeoff with engineering. Shipped manual forms first to validate with enterprise brands, then designed this AI flow to replace structured inputs once the platform proved revenue impact.
Coupon Lounge
Buckets
Brands
Banner
Categories
Deals
Created by Fahmi Somdi Std
from the Noun Project
MMT10053
Sagrika Aggrwal
Create Deals
Deals > Create Deals
Deals Details
Coupon Details
Terms & Conditions
Write the details of this deal. eg: Myntra winter coupon flat 10% off
Be specific — include brand, discount amount, category, and expiry if you know them
✦ Nykaa 20% off beauty
✦ Royal Enfield accessories flash deal
✦ Ferns N Petals ₹100 off flowers
Generate cupon
STEP 1
Users can type campaign details in natural language
Coupon Lounge
Buckets
Brands
Banner
Categories
Deals
Created by Fahmi Somdi Std
from the Noun Project
MMT10053
Sagrika Aggrwal
Create Deals
Deals > Create Deals
Deal Name
Myntra Sale
Start Date
16/09/25
End Date
17/02/26
Select Brand
Myntra
Select Category
Clothing
Go Back
Next
Deals Details
Coupon Details
Terms & Conditions
✦
Generate a Myntra coupon which starts on 16 September 2025 and ends on 17 February 2026, offering 70% off on all clothing categories.
STEP 1
Users can type campaign details in natural language
RESEARCH
My approach was to understand the coupon itself before designing the tool that creates it
DEFINE
Using atomic design to solve the structure-flexibility problem.
The current version defined atoms of the structure
The template approach had failed because it assumed all coupons had the same shape. The fix wasn't a better template — it was a composable component system. I broke every coupon down to its atoms, then designed the tool to assemble them dynamically.
Brand logo
Deal headline
Coupon code
Countdown timer
CTA button
Status tag
Sold count
Expiry date
Deep link
T&C block
Ferns & Petals
Grab ₹ 100 off on Flowers, Cakes & Chocolates
Hurry to claim
Reedem Now
Get this Deal
Brand Name
Nykaa
Grab ₹ 100 off on Flowers, Cakes & Chocolates
1000+ bought
Reedem Now
Ends in 10m:30s
Activate Cashback
Adidas
Grab ₹ 100 off on Flowers, Cakes & Chocolates
Hot Selling
Reedem Now
Get this coupon
Ends in 10m:30s
Deal Status
Nykaa
Grab ₹ 100 off on Flowers, Cakes & Chocolates
Few left
Reedem Now
Get this coupon
Brand Logo
Tags
Timer
and obv “CTA”
The old structure
Sales team walkthrough of their daily workflow
Before opening any design tool, I gathered every coupon type live on Travel Mall and broke each one down into its constituent parts. I also conducted a session with multiple people on the sales team to understand their existing process. — not just the brief, but how they actually worked day-to-day and what was making their jobs harder.
Major takeaways
Real-time feedback was structurally impossible
Any visual change required going through the full publishing cycle. There was no way to preview changes — every feedback round cost the same time as creating a new coupon from scratch.
Duplicity was causing data errors
With multiple people managing the same Excel file, coupons were being created twice or overwritten with wrong data before going live. No one had full visibility of what others were doing.
There was no lifecycle visibility
Once a coupon was submitted, tracking its status meant searching through email chains. Teams had no real-time view of what was live, expired, pending, or broken
T&Cs were being rewritten from scratch every time
Many deal types shared near-identical terms and conditions. Without a reusable system, the sales team rewrote the same content repeatedly — wasting time and introducing inconsistency with every iteration.
INFORMATION ARCHITECTURE
Atoms combine into molecules (a coupon card)
1000+ bought
Mc Donalds
50% off on Adidas Bag & Accessories
COLLECT COUPON
1000+ bought
Adidas
50% off on Adidas Bag & Accessories
COLLECT COUPON
Ends in 10m:30s
Hot Selling
Ferns & Petals
Flat 100 off on Flowers, Cakes & Chocolates
COLLECT COUPON
1000+ bought
Myntra
Flat 300 off on New Winter Collection
COLLECT COUPON
INFORMATION ARCHITECTURE
Molecules combine into compounds (a homepage section or bucket)
Top Brands
View All
Beardo
14 Deals
Flipkart
14 Deals
Royal Enfield
14 Deals
Myntra
14 Deals
Ferns n Petals
14 Deals
Adidas
14 Deals
Swiggy
14 Deals
Woodland
14 Deals
Nykaa
14 Deals
Ajio
14 Deals
SOLUTION
This atomic hierarchy became both the design system for the Travel Mall front end and the structural logic for the creation tool.
12:30
New Delhi
Travel Mall
Exclusive deals of your favourite brands
You’ve coupons worth `4,456
18
30% Off on Gaming Accessories
Deals Available on Flipkart, Amazon
SEE DEALS
30% Off on Beauty Products
Deal Available on Nykaa
SEE DEAL
Choose a Category
View All Deals
Apparel
14 Deals
Sports
4 Deals
Cosmetics
4 Deals
Bags
4 Deals
Fashion Accessories
14 Deals
Electronics
4 Deals
Pharma
4 Deals
Commute
4 Deals
View All Categories (9)
Deals Ending Soon!
View All
1000+ bought
Adidas
50% off on Adidas Bag & Accessories
COLLECT COUPON
Ends in 10m:30s
500+ bought
Fern n Petals
Flat 100 off on Flowers, Cakes & Chocolates
COLLECT COUPON
Ends in 21m:10s
Royal Enfield
20% off on Royal Enfield Accessories
COLLECT COUPON
Ends in 10h:42m:30s
Top Brands
View All
Beardo
14 Deals
Flipkart
14 Deals
Royal Enfield
14 Deals
Myntra
14 Deals
Ferns n Petals
14 Deals
Adidas
14 Deals
Swiggy
14 Deals
Woodland
14 Deals
Nykaa
14 Deals
Ajio
14 Deals
VALENTINE SPECIAL
Deals to Steal Your Heart
View All
1000+ bought
Myntra
Flat 300 off on New Winter Collection
COLLECT COUPON
Hot Selling
Myntra
Flat 100 off on Flowers, Cakes & Chocolates
COLLECT COUPON
Nykaa
30% off on Body Shop Gift Hampers
COLLECT COUPON
Flat 300 Off on Summer Collection
Deals Available on Flipkart, Myntra and Amazon
SEE DEALS
Flat 100 Off on Cakes & Pastries
Deal Available on Fern n Petals
SEE DEAL
Yummm Deals on Food Brands
View All
1000+ bought
McDonald’s
Get Fries Worth `60 Free with your order
COLLECT COUPON
Hot Selling
Myntra
Get Free Garlic Bread with your pizza order
COLLECT COUPON
McDonald’s
Get Free McAloo Tikki Burger with your order
COLLECT COUPON
Showing best deals from your
location. Tap to change.
DEFINE
Information architecture of the creation (CMS) tool
Creation Flow
Edit
Delete
Things Required :
Basic Deal Details
we will ask about Brands
category also
Deal Coupon Details
Deals Targeting and Mapping
Terms and Conditions
If there’s no deal available in Deal Mapping
Then it will be Redirecting with a prompt we will try to inform the user where (you have no deals created). Put them in the flow where the deals has to be created.
Name
Description
Image
Start Date
End Date
Positions
Name
Description
Image
Brand (will help to create list)
Category Details (will help to create list of category of the respective inputs.)
Start Date
End Date
Deal Days
Coupon Details
Max Count
Coupon bulk Upload
Coupon Code
Coupon Text
Redemption count per User
Deals Coupon Details
Basic Deals Page
Basic Category Details
Creation Flow
Creation Flow
Creation Flow
Edit
Edit
Edit
Delete
Delete
Delete
List View
List View
List View
List View
Category Page
Create Deals
1
2
3
4
Brands Page
Bucket/Section
Login/Sign Up
Landing Page
On intial first time login there will be no list
Mandate to create a list to get the data of the brands and deals
Deals Targetting Mapping
Terms and Condition Page
and we can make steps mandatory and optional also.
Can be ranked According to the prefrence
Preview and Save will also be here .
Deals Mapping
Basic Bucket/Section Details
Bucket Criteria
Deal Mapping
Preview and Save will also be here .
Preview and Save will also be here .
Deals Remains an optional step we can map it later
In making complex things more
simple and humane
Testing wireframes with marketing and engineering
Wireframes started important conversations with marketing which revealed how they thought about deals alongside Testing with engineering revealed what was technically fragile. The gap between the two shaped every major decision.
IMPACT
80% reduction in coupon launch time by eliminating engineering dependency from the coupon creation cycle at MakeMyTrip.
80%
Coupon launch time
4
→
1
Teams involved in the cycle
0 hr
Engineering dependency
100%
T&C consistency across deal
TESTIMONIAL
It used to take days to launch a coupon and weeks of follow-up across engineering teams. Now the marketing team does it in one session and without being dependent!
— Sales Team, MakeMyTrip