Member Referral

Insight Timer – Member Referrals

UX & RESEARCH – 2022

The project

Increase shares and daily installs through an incentivised member referral scheme for existing free users.

Market research

A market analysis of member referral schemes in the market was undertaken to understand what makes a referral scheme work. The analysis was conducted to gain knowledge of common practices.

Inviter experience
1. How member referral schemes are promoted
2. What is the inviter incentive/reward
3. How they share to the recipients was conducted
4. How the inviter accessed their incentive to share/invite

Recipient experience
1. Messaging when receiving invite
2. Recipient reward if they join
3. Experience when using product for the first time

It is important to create a findable entry point and a quick, simple and easy flow for a user to go from discovering the Memberplus referral scheme, initiating and successfully sharing to users. Additional assistance throughout the journey have been considered through allowing users to track their friends that have joined and understand their progress using communication channels, as well as an in app tracking tool.

Ideation and low-fi prototyping

User research

The research was split into two journeys: The invitee and the invited. A mixed methodology approach was utilised with different user cohorts. A survey that included an invited flow prototype was sent to 30 external participants through Maze. Further, 4 in-depth interviews were held with current non-MemberPlus (free) users. Pain points and opportunities within the proposed flow identified issues with users understanding of MemberPlus, copy issues and confusion with instructions to activate the MemberPlus reward.

View the full analysis for both interview rounds here

Key findings
1. Easier reward system, successfully getting three users to join is viewed difficult.
2. Due to complex view on referral scheme, copy to explain how it works is really important, users were not sure and questioned a lot about the full experience and how it works.
3. The entry point needs to be easier to locate, users indicated that an initial entry point that is dismissible on the home screen would be sufficient. The users also mentioned that it would be ideal if the referral invite could be integrated in the share content experience.
4. Invited users felt the copy didn’t explain what Insight Timer or Memberplus is, copy again was found confusing and not clear so addressing this is highly important to get users to click the link and download.

Finalised flow

The final customer journey flow from invitee to invited was mapped out with the proposed UX changes and UI refinements based on research outcomes and stakeholder feedback. The flow includes notes that were handed to the UX copywriter to refine based on pain points the users came across within the research rounds. Once the final copy changes were made, the referral scheme was built and released to all users.