Referral
Referral
Redesigned Yulu's Referral system to increase user acquistion and engagement.Introduced referral dashboard, tiered reward program and gamified elements.This resulted in a 3x increase in referrals and a jump from 7% - 22% in engagement.
Redesigned Yulu's Referral system to increase user acquistion and engagement.Introduced referral dashboard, tiered reward program and gamified elements.This resulted in a 3x increase in referrals and a jump from 7% - 22% in engagement.
What is it?
What is it?
Yulu's referral system is a strategic growth program designed to drive both user acquisition & engagement. This program aims to increase revenue by expanding the user base through trusted peer recommendation and boost retention by rewarding existing users with incentives that encourages long-term loyalty, ultimately creating a self-sustaining loop of growth & value.
Yulu's referral system is a strategic growth program designed to drive both user acquisition & engagement. This program aims to increase revenue by expanding the user base through trusted peer recommendation and boost retention by rewarding existing users with incentives that encourages long-term loyalty, ultimately creating a self-sustaining loop of growth & value.
Roles
Roles
Product Design
Product Design
me
me
Product Manager
Product Manager
Kriti Sharma
Kriti Sharma
Developers
Developers
Milind Kumar, Mayur
Milind Kumar, Mayur
The challenge
The challenge
Yulu’s emphasis on Gig Mobility has already led to strong organic word-of-mouth growth. However, we needed a simple yet effective referral program to accelerate acquisition. To achieve this, we aimed to introduce a tiered referral benefits and a competitive leaderboard to increase user engagement, simplify reward tracking and amplify referrals as a key acquisition channel.
Yulu’s emphasis on Gig Mobility has already led to strong organic word-of-mouth growth. However, we needed a simple yet effective referral program to accelerate acquisition. To achieve this, we aimed to introduce a tiered referral benefits and a competitive leaderboard to increase user engagement, simplify reward tracking and amplify referrals as a key acquisition channel.
This was a very simple approach and focussed on adopting a
universal groundwork, i.e."Invite a friend ⇝ friend signs up ⇝ you and your friend receive reward" The reward was Yulu Ecash on each successful referral + a bonus Ecash on reaching a tier.
Implementation aimed to scale the referral into a feature that could improve revenue and acquistion.
This was a very simple approach and focussed on adopting a universal groundwork, i.e.
"Invite a friend ⇝ friend signs up ⇝ you and your friend receive reward" The reward was Yulu Ecash on each successful referral + a bonus Ecash on reaching a tier.
Implementation aimed to scale the referral into a feature that could improve revenue and acquistion.
The approach
The approach
* Existing referral designs *
* Existing referral designs *
The solution
The solution
Phase 1:
A Dashboard
Phase 1: A Dashboard
The first focus was on giving users a single view to track their referral growth in one place.
We introduced a new "Earnings" dashboard allowing users a space where they can track & re-initiate referrals. This enabled users to monitor both pending & successful referral across the service type (Quick Ride and Rentals) & re-initiate their referral with ease. This also enabled users to nudge friends who hadn't completed the referral journey.
We simplified and sped up the referral process to make it effortless for users to participate thus driving higher engagement and sharing
The first focus was on giving users a single view to track their referral growth in one place.
We introduced a new "Earnings" dashboard allowing users a space where they can track & re-initiate referrals. This enabled users to monitor both pending & successful referral across the service type (Quick Ride and Rentals) & re-initiate their referral with ease. This also enabled users to nudge friends who hadn't completed the referral journey.
We simplified and sped up the referral process to make it effortless for users to participate thus driving higher engagement and sharing
Increase user engagement with the referral program.
Increase in referral based user acquisition.
ncrease the % number of successful referrers from 10.5% to 15%.
Increase the Referral channel share from 10.5% to 25%.
The Goals we wanted to achieve
Phase 2:
Gamifying
Phase 2: Gamifying referral
After about 4-5 months of launching "Earnings" - a dashboard
which track & re-initiate their referrals. Product had specific requirements to enhance the referrals, the priority was to gamify referrals with 2 features:
1. Boost user engagement by introducing a competitive element
with a leaderboard that highlights top referrers.
2. Enhancing user engagement & also increasing the share of referrals by introducing a tiered reward program.
3. Improving visibility and accessibility of the referral program
within the app.
After about 4-5 months of launching "Earnings" - a dashboard which tracks & re-initiate their referrals. Product had specific requirements to enhance the referrals, the priority was to gamify referrals with 2 features:
1. Boost user engagement by introducing a competitive element, by creating a leaderboard that highlights top referrers.
2. Enhancing user engagement and also increasing the share of channel referrals by introducing a tiered reward program.
3. Improving visibility and accessibility of the referral program within the app.
As a designer, I always stand for simplicity, empathy and experimentation - values that also align with Yulu's design philosophy. I began by gathering data, running competitive analysis, and formulating hypothesis with potential risks. From there, I moved into iterative design, design critique and finalisation before testing for feasibility, validating with users and handing off the design.
The process
There were few good things that each iteration had, like:
1. A progress bar clearly showing the user's current tier, adding a sense of achievement.
2. A target subtext that informed users of how much more they needed to unlock the next reward.
3. A hero section featuring the coin, visually reinforcing the idea of earning and attraction.
4. A focus on e-Cash bonuses, which played a key role in grabbing attention and driving motivation.
Decisions
The Goals we wanted
to achieve
Increase user engagement with the referral program.
Increase in referral based user acquisition.
Increase the % number of successful referrers from 10.5% to 15%.
Increase the Referral channel share from 10.5% to 25%.
The process
As a designer, I always stand for simplicity, empathy and experimentation - values that also align with Yulu's design philosophy. I began by gathering data, running competitive analysis, and formulating hypothesis with potential risks. From there, I moved into iterative design, design critique and finalisation before testing for feasibility, validating with users and handing off the design.
* Some competitive analysis - Cred, Duolingo, Starbucks, etc *
* Some competitive analysis - Cred, Duolingo, Starbucks, etc *
* Being experimental - different variation of achieving gamification *
* Being experimental - different variation of achieving gamification *
Decisions
There were few good things that each iteration had, like:
1. A progress bar clearly showing the user's current tier, adding a sense of achievement.
2. A target subtext that informed users of how much more they needed to unlock the next reward.
3. A hero section featuring the coin, visually reinforcing the idea of earning and attraction.
4. A focus on e-Cash bonuses, which played a key role in grabbing attention and driving motivation.
Final Design
Final Design
* Leaderboard design*
* Leaderboard design*
* Tiered rewards designs*
* Tiered rewards designs*
The impact
The impact
We expected the gamification of referral to improve the qualitative aspect of user experience. After all, not everything needs metrics for validation. But good design must also result in some improvement in business outcomes.
We were pleasantly surprised by what we found.
1. Increased user engagement with the referral program
We expected the gamification of referral to improve the qualitative aspect of user experience. After all, not everything needs metrics for validation. But good design must also result in some improvement in business outcomes.
We were pleasantly surprised by what we found.
1. Increase user engagement with the
referral program
2. Increase in acquistion
2. Increase in acquistion
3. Overall growth
3. Overall growth
4. Improvement in Customer acquistion cost
4. Improvement in Customer acquistion cost
