Type: Growth Test

Date: June 2020

Team: Product Growth

<aside> ℹ️ Result: 25% increase in the number of users who invited at least one friend

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Background The rate-limiting step of our Growth funnel was defined as Registration > Invite conversion, and so the initial ideation of the team was based around "how one could convert more registered users into inviters?". As I tested our invitation experience, I noticed a couple of interesting points/hypotheses:

  1. There is a redundant step where users have to choose between inviting and using Daily Bonus feature. This creates the cognitive strain as users have to think what they want to do. Low-intent (to invite) users are likely lost at this screen as they either choose to go to Daily Bonus or prefer not to choose and leave.
  2. The framing of the current experience is that around "Bonuses", and the CTA on the button on the tracking screen ("+S") is not very clear. Can we instead frame value in a clear manner?

Fig. 1: Old invite flow. The "S" on the first screen did not seem to be very meaningful and the second screen seemed somewhat redundant. The invite screen itself (3d here) also seemed rather complex.

Fig. 1: Old invite flow. The "S" on the first screen did not seem to be very meaningful and the second screen seemed somewhat redundant. The invite screen itself (3d here) also seemed rather complex.

Solution Based on my hypotheses in the previous section, I started to think about the potential test flow as a two-screen experience. This was the first important limitation I came up with in my design process. The second limitation was to limit choices for users so as to increase their conversion through the funnel. Based on these ideas, I decided to frame the invite experience as a way for users to get extra sweatcoins, and make it more prominent from the very beginning — the "Get 5 now" button, which was once used in the app, was brought back, and the whole user flow was made up of two screens. The latest design looks as follows:

Fig. 2: New invite became an experience that started with a clearer value proposition and was didn't burden users with the need to make choices.

Fig. 2: New invite became an experience that started with a clearer value proposition and was didn't burden users with the need to make choices.

Fig. 3: One of the final iterations of the feature. The invite screen is be launched by clicking "Get 5 now" button.

Fig. 3: One of the final iterations of the feature. The invite screen is be launched by clicking "Get 5 now" button.

The new flow, which was run as a growth test with a sizable cohort of new users, showed a 25% increase in the number of users who invited at least one friend after registering on the app. The functionality was then further optimized and rolled out to 100% of users.