This case is not just about a task, it is about the creation and evolution of an entire functionality in the app over almost 2 years.
Nomad is a fintech that offers an international account for brazilians who wants to travel, invest and earn in dollar
As the Product Designer on the Acquisition Team, I collaborated with a Product Manager, a Researcher and Developers.
I led the end-to-end product design strategy for all features and flows of the Member Get Member (referral) program, analyzing research and data, designing interfaces and creating prototypes.
Until 2022, we relied only on email communication for the Member Get Member program.
After analyzing it's funnel and recognizing its effectiveness in converting high-quality clients, we began developing an in-app flow to optimize referral rates.
1. Analyzing user interviews and tickets from our user support tool
I collected the users perception about member-get-member programs in interviews our researcher did, and analyzed user questions about Nomad MGM to understand main pain points and opportunities
2. Prioritizing what would be in the product
The PM and I discussed and prioritized what were the main informations that users need to know:
3. Defining the user flow for the program
Since we just wanted to test our hypothesis and couldn't make significant changes in the product, we chose to put and entry point for the MGM in user's profile
4. Using screen templates to test the hypothesis
I decided to use layouts we already had in other features just to test the idea. The onboarding screen was a template we had, and the program screen was based in the screen we had when a user redeem their invitation code during sign-up
This was how the test flow looked like:
Also, after the feature release, we promoted the MGM on social media, highlighting the new in-app flow and encouraging clients to refer their friends.
This led to an 80% increase in the number of friends referred on the first month after the release, compared when the program was email based
Adding the referral program flow into the app also reduced Customer Acquisition Cost (CAC) by decreasing spendings with e-mails
After the release success, the app started passing through a facelift, where we needed to adapt colors and sizes through all pages.
We saw this as an opportunity to improve the referral program page and we realize the user experience was not as easy and delightful as it could be, the major problems I found were:
So we simplified the journey by:
Removing the onboarding screen, a step that most users didn't pay attention to and forget important information inside the page.
Adding the rules, previously on the onboarding, inside the program page.
Making the content easier to scan and interact, prioritizing buttons where users can easily reach out to.
Creating a connection between the page and users, by using photos and simple texts.
The new MGM page after the facelift + usability improvements:
Caption:
Image of happy people to create connection and drive positive emotion about the program.
Reward highlighted in the screen.
How it works explained in a easy way.
Full regulations in a separate page.
Important buttons closer to fingers.
These small improvements also led to higher referral rates for the program, while reducing users complaint tickets.
After delievering a feature that worked in terms of business goals and users needs, we realize that the faster way to increase our results was taking advantage of opportunities, so we began developing a Growth Mindset to tests as many hypotheses we had
We tested ideas that could impact our metrics, driven by our knowledge, creativity and according to market research
1. Running ideation sessions
We run at least one session per company cicle (4 months). We also discussed during dailies and weeklies and prioritized ideas to test
2. Researching the market
We've collected a lot of MGM benchmarks to understand what works better for competitors and what we could use in our model
3. Sellecting psychology tricks and biases
I've analyzed and selected a bunch of cognitive biases to apply on the user journey to increase clicks and improve conversion rates
4. Running tests
We tested a lot of hypotheses with A/B tests, fake doors, product launches and improvements. Example:
On this specific test, we thought that showing social media buttons would increase the number of clicks and friends invited by person.
In the end, adding the Green WhatsApp button increased in 17% de number of clicks on the page
17% more clicks
MGM experiments collection
Deep dive into our A/B tests and their results
After understanding that the profile entry point wasn't the best for the feature, because it was kind of "hidden", we started thinking where the program would be
In the end, we developed two access points to the MGM on the home screen, what quadrupled the program access rates
4x More access
After adding a modal where users could chose the type of product they want their friends to know, we lifted the invitee conversion rate in 20%
We divided the message in 3, one for travellers, one for investor and the third for people who needs an international account in general
This help us to receive more qualified customers
20% More conversion
When we realized that the users happy moments was an opportunity to sell the MGM, we started applying nudges throughout the user journey, talking about the program and benefits of inviting friends
This led to a 4% increase in referrals, with a invitee 15% higher conversion rate
After we noticed that our conversion rates were low. We began brainstorming and identified some areas for improvement on the MGM page
The new page was designed in a modular way, where we could add or remove sessions to highlight bonus prizes and contextual image.
As well, we added a session to showcase the benefits of inviting users and improved the visual appeal of the flow
This led to a 5,5% lift on referral rate
Since then, we continually launch new tests and improvements, which helps our conversion rates increased even more
For confidentiality purposes, more detailed data and research results can't be shared.
Growth isn't linear, we need to test a lot to understand what works and what doesn't work with users.
Aligning qualitative research with quantitative data is the best approach to understand which directions we need to follow in our designs
We don't need to "recreate the wheel" to generate real impact. Focusing on good user experience, simple UI and using psychology nudges works a lot.
Working with growth is both super challenging and fun. I love to create design experiments and understand how they work in real contexts. So, let's do Growth together
Let’s create something great
mariagomes.uxdesign@gmail.com