379% increase in the referral rate over 8 months
29% higher conversion rate
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 a Developer.
I led the end-to-end product design strategy for all features and flows of the Member Get Member program, analysing 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 optimze the 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
Conclusion: Nomad's MGM program is hard to understand and users usually don't find their invite codes to share with friends
2. Prioritizing what would be in the product
Me and the PM of MGM discussed and prioritized what were the main informations that the user 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
Final MVP flow:
Also, we start promoting the MGM on social media, highlighting the new in-app flow and encouraging clients to refer their friends.
After the program's great success, we realize the experience was not as delightful as it could and we had opportunities to expand it's touch points
The major problems was:
Information get lost after onboarding
Low visibility of the MGM in the app
Use of technical terms to explain the rewards
So we simplified the journey by:
Removing the onboarding screen, an unnecessary step;
Humanize the main page by using human photos and easy to read texts;
Separate the content in a easier way to scan.
The before and after flow
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
Deep dive into Nomad's MGM tests and their effects
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
379% increase in the referral rate over 8 months*
29% higher conversion 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.
We will continue testing more hypothesis on the program, adding new access points, testing argumentos to convince clients and improving the MGM experience
Looking back, I realized how great a small change can be and Growth isn't linear, we need to experiment a lot to understand what works with our users.
Also, we can have a big impact by doing the basic, we don't need to "recreate the wheel". Focusing on good UI and using psychology works.
So, let's do Growth together.
mariagomes.uxdesign@gmail.com