Fred Meyer Print Coupon Prototypes

Objective: Redesign print coupons to alleviate customer confusion.

Methods: Content hierarchy test conducted with both co‐workers and shoppers. Competitive analysis. Interviews.

Concept and Construction: Surveys of FM customers illustrated that a majority of customers have problems understanding coupon language and dislike how exclusions are presented. After content hierarchy tests, I redesigned the coupon system to address customer feedback, clarify sale types, and demonstrate a more refined understanding of design principles. Additionally, from a graphic production standpoint the redesigned coupons are easier to produce.

Outcome: These redesigned coupons contain the same information as previous formats; however, with their clear information hierarchy and design sensibility, they are much more user–friendly. View complete coupon suite.