Revamping the Tellus app’s referral program —

Enhancing referral value and increasing conversion rates.

Background

The Tellus app helps users grow their savings through its higher APY. The Invite Friends referral program, despite having a APY boost incentive, was seeing low engagement. As the primary designer for this feature revamp, I was tasked with redesigning the end-to-end experience for invitees and inviters.

Role

Lead Designer

Duration

Aug - Nov 2021

 The challenge

How might I promote the value of the Invite Friends referral program and increase conversion rates?

The solution

My solution focused on providing ease-of-use, highlighting the value prop to users, and continuing to provide existing functionalities:

  1. A faster invitation experience, with the ability to view and select multiple contacts on the same page

  2. A simplified interface to create a more lightweight feel and emphasize the new reward

  3. The continued ability to review referral statuses, claim rewards, and send reminders to invited contacts 

My work is protected under a NDA. Please reach out if you’d like to learn more!

What was the impact?

160%+ in successful referrals

This feature has been released for 110+ days. Pre- and post-launch, I spent some time working with our data analysts to track and compare the new referral program metrics to ensure that the solution I delivered had the desired impact.

Takeaways

This project challenged me to own the design of a high-visibility feature and highlighted the importance of cross-functional communication during the earlier stages of the design process. For example, I discovered a technical constraint regarding the tabs functionality only after designs were finalized.

This feature also highlighted the complexity of designing a comprehensive shareable feature. There were many different entry points and endpoints I had to consider, and I utilized in-app design patterns as much as possible to improve overall app cohesivity. 💡

Next steps

The referral program is currently live. Given more time, I would have liked to:

  • Continue tracking KPIs, such as conversions

  • Conduct usability testing to identify opportunities for improvement