REFERRAL DESIGN

PREFACE

I wrote down my design experience here, hoping when you face similar project. it's able to give you inspiration or a little help .

DESIGN PRINCIPLE

Clear Project Goal, and break down to each key coefficient number.
Design for each key coefficient number, making on each detail able stackable positive impact to business.
Collect all the considers, follow the goal to make reasonable trade-off.
Get inspection by market, tweak and iteration, move needle to reach goal.

MEASSAGE

Design is the science of art and it is never done. There is alway a thing, which inspires you and touches you.

Clear Project Goal, and break down to each key coefficient number.
K= number activation from referral / number active users

Project Goal: Rise Referral's Coefficient K;

K= number activation from referral / number active users

Break down Each key coefficient number. K=r*i*c*a

r: referral rate, % of active users who are referring
i: average # of invites sent per initiator
c: conversion % of invites
a: activation % of referral

Design for each key coefficient number, working on each design effort able stackable positive impact to business.
A: More People Sent Invite, And Send To More People.
B: More People Claim/Install, And Make Request.

A: More people sent invite, and send to more people

PTA1 (Project Target Audience) feel happy and easy to invite

A.1 IN APP

A.2MARKETING EMAIL

DESIGN GOAL

Rise r: referral rate, % of active users who are referring
Rise i: average number of invites sent per initiator]

PTA ANALYSIS

PTA1-Exist users: some one desirous of lifetime feel gas, exploratory user, loyal user )
Invite Motivation
- Get free gas forever.
- Like this service, happy to tell friends new discovery.
- Help this new company.

DESIGN SOLUTIONS_IN APP

Pic pumping free gas as gift [ r ]
Free gas progress bar [ r ]
Live time calculate potential discount in Invite contact sheet
[ i ]
More point for PAT1, who can choice the most convenience and familiar way sent out invite.[ i ]

DESIGN GOAL

Rise i: average number of invites sent per initiator]

DESIGN SOLUTIONS_MARKETING EMAIL

When user click action button in email, we open a referral email for user, user only need add contacts. [ i ]

B: More People Claim/Install, And Make Request

PTA2 (Project Target Audience) Happy And Easy To Claim

DESIGN GOAL

Rise C: conversion % of invites

PTA ANALYSIS

PTA2: Exist users’ co-worker
Claim (Install app > request booster ) Motivation:
- Get $10 off for gas from friend.
- Friend said this service is great.
- Understand what is boost (Current miss)
- Do we service them (Current miss)

DESIGN SOLUTIONS

Action: Mobile-Get app (current miss) & Computer-Send to mobile [ C ]
Information: Friends name&pic (Q: Get pic form backend)[ C ]
Information: Benefit-$10 off (org miss) [ C ]
Information: What’s booster (org miss) [ C ]

2&3

Collect all the considers, follow the goal to make reasonable trade-off.
Take this responsibility, being a great designer.

Only one principle here:

No designer can think about all the scene, no design can cover all the scene either, so before your proposal, try your best collect more info and considers, then you will able make some reasonable trade-off.