Referral program
Uplift sign-ups and booking conversions with rewards
For
Sendhelper, 2023
My Role
Product Designer
Collaboration with
PM, Engineering team
How Referral Works In Sendhelper
Users share their unique referral code with their friends. When a friend applies the code at checkout, they get S$ 50 off their total order. User earns S$ 50 in Sendpay credits(in-app credit system) that can be used for future bookings.
The Problem
The Operations and Marketing teams had traditionally distributed referral codes with the users through phone/e-mail. This had some challenges.
Challenges faced:
Difficult for the team to communicate to the users about the referral program
Users had to remember what their referral code is and note it down
Users did not fully understand all the benefits or how to use the code
Asking ourselves the question
How might we effectively share referral codes to users?
To address these challenges, we decided to dedicate a referral page within the mobile app. This allows the user to easily access their code. Based on business call to maximise visibility, the referral program was added to the main navigation bar of the mobile app, just a tap away.
Hypothesis
IF
we clearly explain the referral program and its benefits to users in-app,
THEN
more users will share their referral code with friends, leading to more sign-ups and bookings,
BECAUSE
the rewards provide a strong incentive for both new and existing users to refer
Key principles
Locate easily. Communicate clearly.
Prompt action. Anticipate questions.
Design objectives
Explain benefits clearly
Emphasise action effectively
Provide support
Finalised design
The designs follow the key principles as North Star. The UI was designed to ensure that user can easily understand the dynamic pricing feature while maintaining a friction-less flow to complete the booking.
Clear title condensing the details of the program
Emphasised referral code and CTA to share the code
Referral code and CTA stays sticky on scroll
3-steps instructions illustrating how users can avail the offer
Explain benefits clearly
On clicking "share code," user has various sharing options
Most used share option on top for easy access
Emphasise actions efficiently
FAQs at the bottom of page in case users have additional questions
Providing support
Teamwork prevails
I worked closely with the marketing manager and the PM to review and revise the content. After the design was finalised, I conducted a handover session with the engineering team to explain the implementation. The project was tracked on the design team’s Jira board.
During development, we discovered some limitations with sharing the invite code using certain social media options on desktop due to unsupported APIs. I worked with the developers to revise these options.
Outcome and impact
Users clearly understood how the referral program worked and actively shared the invite codes to earn rewards.
60
average monthly bookings by referred users
(In first 3 months)
Reflections and learnings
Cross-team collaboration
I collaborated closely with the Marketing team, deepening my understanding of their goals for the referral program
Exploring illustration making
I developed custom illustrations that effectively conveyed the design intent and the benefits of the program. Launching this project not only boosted my confidence in digital illustration but also encouraged me to explore more custom artwork for the product
Understanding technical constraints
Initially, I wasn't fully aware of the differences in APIs available across different platforms, but through open communication with engineers, I gained a better grasp of such engineering challenges
Design for all
This experience taught me to always consider differences in the platforms, devices and screens sizes where design will be displayed on, anticipating every use case
