While I came up with a design solution answering user paint points, I don’t think it will move the needles enough to reach our OKRs. However, offering more transparency to the referrer is an important improvement as it sets solid foundations to build trust around the referral program. I am expecting in the mid-term, a decrease in the support ticket requests related to the referral program. To me, the real game-changer will be phase 2 of this project. As mentioned it would consist to introduce a gamification system around the referral program to engage members to refer more.
Also, I think we could have done a better job by changing our strategy on this project. We should have thought about how we wanted to promote this redesign to our users. To me, we should have done it at the same time we initiated this redesign. I think we missed an opportunity which could have helped us to drive more members to the « Refer a friend » page. At that time we were focused on bringing this new experience on all our platforms. Our strategy was to then implement this new approach to our mobile application (iOS and Android) as well as the browser extension.
From a design standpoint, I wish I had more freedom to visually simplify some areas of the experience. On the mobile web version, I should have changed more drastically the component inviting users to learn more about how the referral program works. After getting feedback that my fictional character profile pictures were confusing, I should have completely changed the way I was introducing this content. Simply removing profile pictures led to a nonesthetic result. I reused for consistency reasons the profile picture icon we used elsewhere on our platform, but the end result was not satisfying enough for me. When I came up with this idea I wanted to clearly showcase this educational content and invite users to tap on the « See How It Works » link. From research, a lot of users were not clear with the referral program prior to the redesign. From similar tests where we were trying to introduce educational content, simply surfacing a link did not get enough attention. This is also the reason why I associated an illustration with this link. From a visibility perspective though, it worked well as most users during my usability tests easily find out where to tap to get more information on the referral program.
Similarly, I think we could have done a better job regarding the referral component. It feels very busy and that’s probably because we have been too much attached to the metrics of the previous design. I believe we can move the needles and reach our objectives without displaying upfront all referrals methods. Less is more, I wish I had the chance to usability test other design iterations which looked less visually busy.
Designing with data is probably the main learning for me on this project. It was one of the first projects where I have to combine metrics insights from an existing platform and qualitative data from a survey. This project makes me realize I should sometimes defend more my design over data to deliver a more engaging experience. Next time, I would try to usability test earlier, to support my decisions and present design solutions that visually stand out more.
Thanks for reading!