Project Refer a Friend is a marketing strategy use to encourages current in-treatment users to refer new customers to the business. This initiative not only enhance the user experience but also drive user engagement and acquisition through word-of-mouth marketing.
User
Young adults
25 - 50 years old
Role
Product Designer
Type of project
Website + Mobile app
Timeline
4 Months
Zenyum's referral taps into the excitement of its current customers, encouraging them to refer friends and family to their cutting-edge dental solutions. This creates a tight-knit community and builds trust. As referrals bring in new customers, participants not only expand Zenyum's reach but also earn exclusive rewards, fueling growth and reinforcing the brand's value.
The problem
Gaining new customers can be both expensive and inefficient. Regrettably, many users remained unaware of Zenyum's referral program due to insufficient promotion. This insight has underscored the significance of amplifying our referral initiatives, and recognizing the challenges and expenses of acquiring new customers.
How might we…
Made the program simple for users to understand and participate in, with clear incentives for referring friends and easy tracking for both the referrer and the referred. How should the program integrated seamlessly into our app and website, making it easily accessible for all users.
Our goal
To increase customer acquisitions and revenue
Reduce advertising cost
To improve user satisfaction through innovation and better user experience.
Design solutions
The referral programs centers around a seamless and engaging user experience. Simplify the referral process for users to understand and participate, while also ensuring clear incentives and real-time tracking for both referrers and the referred.
View final solutions
How did it perform?
Competitor analysis
Understanding referrals programs
What is different from Zenyum's referrals and others
Zenyum’s referral program uses a common link sharing system but lacks a simple referral tracking compared to other companies. The success of a referral program depends on two factor:
1. Metaperception - desire to recommend credible products by family or friends
2. Reward per referral attractiveness - appealing reward encourages referrals
How can we improve?
Pushing our referrals limits
After gathering insights from studying other competitors’ referral programs, we will need to explore other options to increase visibility, share ability, and attractiveness.
Design refinements and tweaks
First hypothesis
Visibility of referral screens
The entry points to the referral screens were not visible because it takes 6 clicks for a user to share their referral links from the homepage. The goal was to increase the visibility and share-ability of the referral screen.
Reduced from 6 to 1 clicks
Reduced clicks in aligner referral program led to a 38% increase in referrals. Simple design helped but share and copy links have low click rate. Need to increase attractiveness and shareability to improve conversion rate.
Design refinements and tweaks
My hypothesis
Visibility of referral screens
The entry points to the referral screens were not visible because it takes 6 clicks for a user to share their referral links from the homepage. The goal was to increase the visibility and share-ability of the referral screen.
Reduced from 6 to 1 clicks
Reduced clicks in aligner referral program led to a 38% increase in referrals. Simple design helped but share and copy links have low click rate. Need to increase attractiveness and shareability to improve conversion rate.
Recipient landing page
I redesigned the recipient's landing page using people to bring in the personal touch to the website, but only saw 1 in 10 monthly clicks and find it not effective.
Feedback
Using an image of smiling people added personal touch but didn't improve conversion rate. Feedback from product managers suggests users aren't attracted to the page.
Improved Recipient landing page
Back to getting inspired by different competitor apps and asking; how might we make the page more attractive and inspiring for the user to continue their journey with us? How might we capture the user’s attention and motivate them to fill up the referral form?
Solution
I have tweaked the design by removing the image and added a personalized message to the recipient to draw the user’s attention toward what we have to offer.
Improved the referral screens mobile app
I saw a stagnant rate and decreasing rate of conversion on the mobile app. How might we improve conversion rate and wow in-treatment customer to refer their friends.
Solutions
Zenyum's referral program has a longer progress of tracking from case acceptance, consultation and treatment planning. To improve the experience I have introduce a tracker which will encourage referrers to prompt actions. Showing number of referred users and earned amount is crucial, as people tend to refer closer ties, so displaying number of referred users and earned amount is important.
Improving attractiveness
Rewards increase exponentially.
Final design
Visibility, Share-ability, and Attractiveness.
Outcome
How did it perform?
After a few months since launch, we have saw a total of 307 referrals opportunities per month and a 20% increase of referrals link share since August. We saw a total of 60% increases in referrals conversion for closed won customer in Singapore.
Learning
Outcome
Optimized User Engagemen
I've learnt to utilise market data insights, it focus on crafting engaging and compelling incentives that resonate with the target audience. By aligning rewards with user preferences and behaviour patterns, the referral program can drive higher participation rates and strengthen user engagement..
User-Centered Design
Incorporating market data insights into the referral design will lead to an improved overall user experience. From user-friendly interfaces to personalised interactions, the design will align with user preferences, ultimately fostering a positive perception of the brand.