Rewards System
Project
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Role
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Problem
Customers are losing trust and churning due to negative experiences around our very manual existing referrals program; not getting paid out, paid the wrong amount, waiting too long for payments. The business is also losing money on the time and resources spent to support this system.
Hypothesis
Redesigning the referrals system to an infrastructure of rewarding actions will improve engagement, retention, and cut business costs and inefficiencies.
Customers are losing trust and churning due to negative experiences around our very manual existing referrals program; not getting paid out, paid the wrong amount, waiting too long for payments. The business is also losing money on the time and resources spent to support this system.
Hypothesis
Redesigning the referrals system to an infrastructure of rewarding actions will improve engagement, retention, and cut business costs and inefficiencies.
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Engagement
- Increase customer's trust by prompt, correct payments - Convert dormant customers to interact with the product - Convert customers to recurring direct depositors and increase MMR - Increase customer base through authentic referrals |
Retention
- Decrease risk of churn directly affected by negative UX - Potentially win-back churned customers Business Impact - Distribute team's time and resources towards other priorities |
Phase I: Update referrals system
The director and I discussed early concepts with our engineering manager, who provided an early schema. Together we constructed a technical plan to reward users for actions they take from the incentives we give. We proposed this plan to other departments for input, provided wireframes for sign off, and formed a roadmap for this feature.
The first phase consisted of adjusting the existing referrals system to run on our new technical skeleton. We collaborated with engineers for mvp priorities, version solutions, and AB test options.
The director and I discussed early concepts with our engineering manager, who provided an early schema. Together we constructed a technical plan to reward users for actions they take from the incentives we give. We proposed this plan to other departments for input, provided wireframes for sign off, and formed a roadmap for this feature.
The first phase consisted of adjusting the existing referrals system to run on our new technical skeleton. We collaborated with engineers for mvp priorities, version solutions, and AB test options.
Existing referrals flow.
Onboarding journey touch points.
Phase II: Adjust active promos to this system
With the updated referrals program running on our new infrastructure, next we integrated all active promotions running. Below is a wholistic diagram outlining a templated user journey of screens available for each promotion, not every promotion needs all the use cases. I led meetings strategizing backend variables, testing, and versioning.
With the updated referrals program running on our new infrastructure, next we integrated all active promotions running. Below is a wholistic diagram outlining a templated user journey of screens available for each promotion, not every promotion needs all the use cases. I led meetings strategizing backend variables, testing, and versioning.
Wholistic user journey diagram outlining templated screens for promotions.
Detailed template screens with variables listed.
Phase III: Launch Rewards UI
Lastly, we introduced the Rewards menu item in our You Tab, displaying all active rewards that click into further details as well as past rewards earned. This lean mvp test was built for quick iteration, as resources were drastically limited. A few other constraints during this initiative were shifting priorities, limited team resources, team structure changes, and no new components.
Lastly, we introduced the Rewards menu item in our You Tab, displaying all active rewards that click into further details as well as past rewards earned. This lean mvp test was built for quick iteration, as resources were drastically limited. A few other constraints during this initiative were shifting priorities, limited team resources, team structure changes, and no new components.
Rewards system first time user experience.
Left, an active offer's detail page. Right, list view of active and past reward offers.
Phase IV: Reiterate
Immediate follow up implementations involved a notification badging system, and refined ux bells and whistles. Next on the roadmap is adding a pending state, friend personalization, ux affordance updates, and to redesign onboarding code activation.
Next year's roadmap will involve adding the Rewards System to our internal tools, so that marketing and product stakeholders can launch a promotion instantly, without involving engineering resources.
Immediate follow up implementations involved a notification badging system, and refined ux bells and whistles. Next on the roadmap is adding a pending state, friend personalization, ux affordance updates, and to redesign onboarding code activation.
Next year's roadmap will involve adding the Rewards System to our internal tools, so that marketing and product stakeholders can launch a promotion instantly, without involving engineering resources.
Impact
- Acquisition increased 3x (incentive $50), referred users churn 20% less
- Increased payroll depositors by 20%
- Conversion to swiping increased by 40%, relative with an activation promotion
- Acquisition increased 3x (incentive $50), referred users churn 20% less
- Increased payroll depositors by 20%
- Conversion to swiping increased by 40%, relative with an activation promotion
