UX Research : Usability testing
Honest Credit Card:
Referral Program
As a Product Designer at Honest, I was tasked with enhancing user acquisition through the development of an in-app referral program.
This initiative aimed to leverage existing users to invite new customers, thereby expanding our user base organically.
My responsibilities encompassed designing the user experience for both referrers and referees, and conducting comprehensive usability testing to ensure the feature's effectiveness and user-friendliness.
Timeline
The process spanned approximately 1 month, from initial design to the completion of usability testing.
Background
Referral programs are a proven strategy for user acquisition, relying on satisfied customers to bring in new users.
For Honest, implementing an in-app referral program was a strategic move to harness this potential, making it seamless for users to refer friends and family. The challenge lay in designing an intuitive experience that catered to both the referrer and the referee, ensuring mutual benefit and ease of use.
The development and testing of the referral program involved several key steps:
Research & Planning
Understanding User Needs: Conducted initial interviews on usertesting.com to gather insights into user expectations for a referral program.
Competitive Analysis: Reviewed referral programs of similar apps to identify best practices and potential pitfalls.
Design & Prototyping
User Flow Development: Mapped out the referral process from both referrer and referee perspectives to ensure a seamless experience.
Wireframing & Mockups: Created wireframes and high-fidelity mockups using Figma, focusing on clarity and ease of use.
Usability Testing
Test Planning: Developed a comprehensive usability test plan to evaluate the referral program's design and functionality.
Participant Recruitment: Filtered and selected a group of potential users with credit card experiences to participate in the testing sessions via usertesting.com.
Test Execution: Conducted usability tests focusing on both the referrer's and referee's experiences, identifying any usability issues or points of confusion.
Analysis & Iteration: Analyzed feedback to pinpoint areas for improvement and iterated on the design accordingly.
The final design of the in-app referral program featured:
Intuitive Navigation
Users could effortlessly access the referral feature from the home screen, and the menu page of the app.
Clear Incentives
Both referrers and referees were presented with transparent and appealing reward (Rp100.000 per successful referral), encouraging participation.
Seamless Referral Process
The process of sending and accepting referrals was streamlined to minimize friction and enhance user satisfaction.
Real-Time Tracking
Users had access to real-time updates on their referral status and rewards via in-app notifications, fostering engagement and trust.
The usability test of the referral program yielded positive outcomes overall.
Clarity and Understanding
There was a notable uptick in new users attributed to the referral program.
Referral Process Efficiency
Existing users actively participated in the program, leading to increased app engagement.
Motivation to Refer
The usability testing process provided critical insights that informed not only the referral program but also future feature developments.
Acceptance and Conversion Rates
The usability testing process provided critical insights that informed not only the referral program but also future feature developments.
Technical and UX Issues
The usability testing process provided critical insights that informed not only the referral program but also future feature developments.