Mobile App Offers Tab
My Digital Experience team launched a dedicated Offers tab in the Southwest mobile app, creating a centralized destination for promotions and partner offers with smart notification badges to drive discovery.
The Problem
Promotional offers and partner deals were scattered throughout the app experience, making them difficult for customers to discover. This meant:
- Missed opportunities for customers to save money
- Lower engagement with promotional campaigns
- Reduced partner value from lack of visibility
- No centralized destination for browsing available offers
The Solution
We created a dedicated Offers tab in the app’s main navigation, featuring:
Offers Tab
- Central destination for all current promotions
- Partner offers prominently displayed
- Easy browsing of available deals
- Clear call-to-action for each offer
Alert Badge
- Visual indicator when new offers are available
- Draws attention without being intrusive
- Clears after viewing the Offers page
- Re-appears when new offers are added
Implementation
We launched the alert badge in mid-September but discovered an issue where the badge wasn’t clearing after customers viewed the Offers page. We quickly toggled the feature off, fixed the issue, and relaunched in November with the correct behavior.
Results
The Offers tab with alert badge delivered strong engagement:
- High tap rate on the alert badge
- No negative impact to shopping or booking rates
- Increased offer visibility across the customer base
- Strong partner engagement with featured promotions
Key Finding
The alert badge performed well in encouraging customers to tap on Offers, creating a new engagement channel without disrupting the core booking experience.
Customer Value
By creating a dedicated home for offers and using smart notification patterns, we help customers discover savings opportunities they might otherwise miss. The alert badge respects customer attention—appearing only when there’s something new to see, then getting out of the way once viewed.
Launched Offers tab with alert badge, driving strong engagement without impacting booking rates.
