Qutie
My Role
UX/UI Designer
Client:
NY Institute of Design
Industry:
Local Economies
Start:
End:
Location:
New York, USA
Project Context
Qutie is a mobile app designed to help small local businesses compete by making discount redemption simple and rewarding for everyday shoppers. I designed it end-to-end as an academic project at the NY Institute of Design. The core idea: replace fragmented paper coupon systems with a single digital experience where users scan products, save deals, and pay with one QR code at checkout. The goal was to strengthen local economies by removing the friction that keeps people from supporting neighborhood brands.
Problem Definition
In New York, around 45% of local shops close in their first years, not because their products are inferior, but because they cannot compete with the marketing scale of large corporations. At the same time, 65% of users report avoiding coupons because the process feels disorganized and socially awkward at checkout. The result is a broken loop: businesses invest in promotions that never get used, and shoppers miss savings they actually want. The problem was not motivation on either side, it was a system that made participation harder than it needed to be.
Process Strategy
I focused on caregivers aged 30 to 45, busy people who want to save money but find traditional coupon systems stressful and time consuming. Through user persona development and journey mapping, I identified two critical friction points: fragmented product discovery across multiple channels, and high anxiety at the checkout counter when applying discounts manually. These insights shaped a strategy centered on one principle, connect users and local brands through a single smooth flow that removes every unnecessary step between finding a deal and using it.
Solution Design
The core insight was that coupons fail because they create friction at the worst possible moment, checkout. So I designed Qutie around eliminating that moment entirely. Users browse and save deals passively as they shop, and when they reach the register, one QR code applies everything automatically. I mapped two main flows: scanning products for real-time discounts, and browsing curated local brand lists to save deals in advance. Every decision prioritized reducing cognitive load, so the experience feels effortless whether the user is tech savvy or not.
Validation & Results
Qutie simplifies discount redemption, reduces marketing waste, and gives small businesses a direct channel to reach nearby customers without competing on advertising budget. The digital QR system eliminates paper coupons entirely, reducing checkout stress and operational costs for both sides. The project demonstrated how a clear, user centered flow can support sustainable local economic growth, increase customer loyalty, and make quality local products more accessible to everyday shoppers.
