Maria Gomes - Product Designer

Growth Strategy

Experimentation

UI Design

Prototyping

Scaling Nomad's referral program with Growth Design

Nomad, Fintech • 2023 - 2024

ABOUT

Nomad is a Fintech that offers an international account for Brazilians who wants to travel, invest and receive in dollars.

From 2022 to 2024, I worked in the Acquisition team, leading the end-to-end design strategy of the Member Get Member, bringing the referral program from 0 -> 1, and then scaling it.

Nomad is a Fintech that offers an international account for Brazilians who wants to travel, invest and receive in dollars.

From 2022 to 2024, I worked in the Acquisition team, leading the end-to-end design strategy of the Member Get Member, bringing the referral program from 0 -> 1, and then scaling it.

TEAM

Product Designer • Maria Gomes
Product Manager
Development squad

CONTEXT

After successfully launching the referral program in the app, users could find their invite code and share it from an entry point in their profile.

The results were good, but static. So we keep asking ourselves: How do we scale this feature without damaging the others?

The answer wasn't so simple. Discover how I used growth design strategies to convert an impressive 3 times more users into inviting a friend.

After successfully launching the referral program in the app, users could find their invite code and share it from an entry point in their profile.

The results were good, but static. So we keep asking ourselves: How do we scale this feature without damaging the others?

The answer wasn't so simple. Discover how I used growth design strategies to convert an impressive 3 times more users into inviting a friend.

PROCESS

The Acquisition team believed that relying on a product lifecycle for the referral program wasn't going to work, we needed to scale fast.

So we shifted our ways of working and started running a lot of experiments to achieve the business goals.

My design process included:

The Acquisition team believed that relying on a product lifecycle for the referral program wasn't going to work, we needed to scale fast.

So we shifted our ways of working and started running a lot of experiments to achieve the business goals.

My design process included:

Running ideation workshops: Gathering ideas and aligning teams priorities

Selecting behavioral nudges: Understanding where I could help users take action

Designing experiments: Putting every piece together in the product interface

OUTCOMES

17% more clicks from a single UI experiment

3x increase in the referral rate over 8 months

20% higher sign-up conversion rate for invitee users

MGM experiments collection

Deep dive into our A/B tests and their results

Adding a WhatsApp button for quick sharing invitations

Clicks on the Referral screen were low. Our hypothesis is that the sharing action felt unclear, causing hesitation and drop-off.

So we thought that using a familiar social channel as the invite source would reduce friction and increase clicks. The one to go was WhatsApp, Brazil's dominant messaging app.

By just splitting the single share button into a high-contrast green button and a secondary option, the number of clicks on the screen increased by 17%!

17% more clicks

MGM on the home screen

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

Personalizing the invite message for different types of customer

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

MGM after happy moments

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

Improvements on the program screen

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

Final considerations

Growth isn't linear, we need to test a lot to understand what works and what doesn't work with users.

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

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mariagomes.uxdesign@gmail.com