Leading Content Discovery & Search
An app that is a powerful tool designed to help users manage their financial responsibilities effectively. The app offers a range of features, including credit card tracking, transaction management, subscription and bill management, expense control, and budgeting tools.
Client:
Zee Entertainment
Role:
Sr. Product Designer
Year:
2022
The Challenge
Problem:
The cost of acquiring new users was exorbitant hovering around Rs560 fluctuating with marketing spend of the month, at an average revenue per user was at Rs699
Lacked a clear PRD
Stakeholders had conflicting views on timelines, rewards, and feasibility
Process
Impact
Designed and launched the first referral program for an OTT.
Leveraged our user base to reduce the acquisition cost.
Developed a design brief format that became standard across our design team.
Solution
Design Operations
Referral was chosen as a growth lever by Product to reduce dependence on paid acquisition. The project was being researched by a junior designer when I joined the charter, who had completed the competitor analysis for various referral programs. My responsibility was to aid in launching the feature, with a desirable experience.
The PM wanted to fast track the project and proposed a 7 day sprint to launch the feature. The ask was bold, but I didn’t want to shoot down the idea this early into the charter. I called for a white boarding session to map out the “happy flow” the PM had in mind, to understand the scope of work. I invited the front end engineering leads as well as the backend lead to align on the flow and comment on the timelines. The backend team asked for a 6 months to build the referral engine where the rewards can be stored and redeemed by the user. We jointly agreed to a new timeline of 6 months until launch.
Key takeaways
As the requirement wasn’t clear and repeated followups on PRD wasn’t fruitful, I chose to share a design brief that encapsulated all the information I needed as a designer, where I articulated the assumptions I was making and the information that was not clear to me. This was shared with the PM and the relevant stakeholders requesting clarity. This later developed into a formal Design brief document that was adopted as a org wide practice by all the designers.
A key component of the brief was the success metric which was defined as reduction in CACQ by 50% it was clear that this was an audacious goal to have, and one everyone wanted to achieve differently. The PM wanted to create a contest with an iphone as a reward, awarding it to the person with the most amount of referrals at the end of a month. Business wanted to use Amazon vouchers, as a reward to test the mechanism and control the denominations. My proposal was to split the Rs250 between the two parties, to incentivise action. I proposed a Rs 200 discount to the users joining via a referral link, and a month of premium membership free for users who make the referral. the current cost of subscription was at Rs599/year bringing its per month cost close to Rs58 and the total CAC to 258rs.
Key takeaways
The product, development and design team had different ideas on how the referral model should work. I facilitated cross functional alignment by conducting a workshop, to ideate on 2 key screens in the flow by means of low fidelity wireframes. - Referral landing screen - Referee landing screen Having all the stakeholders in one room allowed us to have quick reviews on feasibility from a development POV, Viability of the timeline as well as the most desirable experiences.