Voy - Increased Referral Rate by 25%
Mobile, Desktop, Product Growth
2025
25% Increase in Referrals
Voy - Weight Loss App
Voy is a science-backed weight loss application, combining breakthrough medication with health coaching & lifestyle changes that helps users track their weight loss progress and learn more about their nutrition habits.
The problem is that most users don't look to refer others onto the platform.
We want to understand why & look to improve Voy's referral rate 🚀
Research Findings - Key Insights
Based on user research findings, we found that majority of users actively want to refer users but the issue remains on how, to which we can provide a more intuitive experience to facilitate referrals for our users to share Voy with others & increase our referral rate growth!
75% weren't aware of our Referral Scheme
This metric tells us that there is a major visibility issue with our refer-a-friend scheme that we can look to fix
79% would refer based on current experience
Showing strong intent to refer however we need to provide the proper infrastructure to allow users to refer others with ease
Increase Discovery,
Simplify the Process,
Maximise Referrals.
Current Experience
Based on data insights, we plan to increase visibility for Referrals by identifying areas where we can promote this referral system without hindering the user experience alongside improving incentives with copywriting & simplifying our reward system.
Below you will find some concerns from the current experience where we plan to improve upon. We want to simplify our referral process to remove any confusion with a clear call-to-action, preventing user engagement drop-offs & increasing our referral rate!
Lack of Discovery - Hard to find how to Refer
Positioning of access points and lack of content design caused issues with users finding our referral screen
Complicated Reward System & Process
Majority of users did not refer due to confusion from our complicated reward system, making it unclear on how to proceed
Competitor Analysis
To better understand what a successful referral system looks like, we looked to our competitors to understand how they attracted customers & converted them to refer others. We assessed 3 key areas to benchmark:
Key Findings:
Positioning - Most competitors place small-medium size promotional cards to allow for users to discover their referral scheme, purposely placed after completing a task or main function to not hinder the user experience
Messaging - To incentivise users, they offer monetary value to encourage users to refer their friends where both parties earn money
Sharing Methods - All competitors have a call-to-action button clearly visible to encourage users to share, with a sharable link to allow users to share across social media & messaging applications
Going forward we can look to incorporate cards across our experience with improved copywriting & redesign our referral screen to have a simple call-to-action to share with others, making it easier for users to share and new users to onboard.
Low-Fi Sketches
With visibility being the main concern alongside a new reward system, I identified space on our web & application experiences where we could increase visibility without disgruntling our users with precise positioning & timing of visible cards & pop-ups.
Low-Fidelity Prototyping - More Visibility & Quality of Life Improvements
After understanding the key areas of concern and where we needed to strengthen we looked to identify screen real estate where we could promote our referral scheme without disturbing user flow & improved our reward system alongside adding an onboarding screen.
Banner - Minimal Space, Maximum Visibility
When users log on to the Voy portal, they can be enticed to save on their next order and learn more about our referral scheme
Pop-Ups Added after user completes a task
Pop Ups only occur once a user has interacted with Voy to log meals, share progress & more as to not disturb the user journey
Simplified Incentive System & CTA
Many users did not refer at this stage due to a confusing reward system, now it is as simple as ever with a clear call-to-action!
Onboarding - Welcome Referred Users
Previously referred users were unable to sign up as they were met with a blank screen, now users can sign up and get started!
HFP - Final Product
After Design Review sessions & iterative feedback from meetings with the RAF team, we are able to share the finished product of Refer-a-Friend where there is updated copy, an all new credit system to incentivise users without a user limit & working for the business with T&Cs
Dismissable Snackbars
Ergonomically placed to allow long-term users to save money & refer their friends with ease as they are welcomed to the app
Credit System - No more limitations
Our old reward system only allowed up to 3 referrals, with our new credit system we can allow users to share Voy with all their friends
Pop Up Referral after Sharing Progress
Once users achieve their weight-loss goals, they are able to share their results and are provided with a nudge to refer others
Promo Cards across the Experience - Visibility
More access points allow for our users to refer with ease and are encouraged by our incentives of £100 savings with referrals
Final Results
Initially a large concern was the lack of awareness our users had for our referral scheme, with hard-to-find access points and little to no reach about our referral scheme, our referral rate was low.
Initially having 3 access points to 12, now with more visibility we are able to welcome new users to Voy with organic reach from our users who actively wanted to refer and showcased that as we saw a 25% increase in Referrals!
With more visibility, a refined reward system & a working referral process we were able to transform the Referral Scheme to be self-sustaining as users share Voy with others without disturbing user satisfaction & engagement rates.
