END-TO-END EXPERIENCE

Referral Program

Referral Program

Capturing word of mouth influence for our small-medium business opportunities

Capturing word of mouth influence for our small-medium business opportunities

referral – header 2

Overview

SUMMARY

From qualitative research, we found that referrals were one of the highest drivers to our SMB job-posting product. For this segment of our small-medium business users, word-of-mouth recommendations from trusted sources carried significant weight in their decision-making process. We wanted to capture the excitement that our current customers had with our product and grow this segment of our business by developing a referral program. 

 

TIMELINE
June 2018 - July 208

 

TIMELINE
June 2018 - July 208

 

TEAM
Product Designer, Product Manager 
TEAM
Product Designer, Product Manager 

The Problem

Word-of-mouth referrals from current clients were one of the biggest drivers to our self-service product. However, these referrals often didn't benefit either party so we wanted to develop a system that could incentivize more clients to refer their friends and provide these recipients with a higher reward to try our product. 

The Goal

Develop a referral program experience that would allow users to share, manage, and redeem their referrals

User Journey

To begin the project, I worked with my PM partner to understand the customer cycle and identify key segments of the user’s journey where they would be most likely to refer other employers to try Glassdoor. This helped unite the team under a single narrative to focus the brainstorming. 

UserJourney

User flow

We separated out the referral experience into two segments: the Advocate who would be referring users, and the Recipient who would be the one receiving the recommendation. We used this to look at the referral program as a whole and made sure that the experience for each segment was connected.

We separated out the referral experience into two segments: the Advocate who would be referring users, and the Recipient who would be the one receiving the recommendation. We used this to look at the referral program as a whole and made sure that the experience for each segment was connected.

referral flow

Competitive Analysis

To understand how we could approach our referral program, we took a look at the referral experiences from different products. We identified common themes and used it as a starting point for our own referral program. 

To understand how we could approach our referral program, we took a look at the referral experiences from different products. We identified common themes and used it as a starting point for our own referral program. 

competitive

Solutions

"Refer a Friend"

We created a "Refer a Friend" section in the Employer Center Settings for advocates to send out referrals, learn more about the program, and view their credits earned.

referral – solution 1

Recipient Experience

For the recipient experience, our priority was to make it clear that users would be signing up for the trial with the credit they had redeemed.

Thus, we created unique components within the recipient checkout flow to communicate this to users.

referral – sol 2

In-Product Hooks

We created in-product hooks that surfaced at the appropriate times identified in our user journey map. We developed criteria to surface these hooks only after users started seeing value in our product to increase the likelihood that these users would recommend it to a friend.

referral – in product hooks

Email Communication

Emails were the key points of communication for both our advocate and recipient user groups. We created a cohesive styling and messaging to make sure that these referral program emails were consistent.

referral – email experience

Summary

Due to technical limitations, the entirety of the referral program was not launched externally. However, this allowed the team to create an internal crediting tool that could be used by our Customer Success and Marketing teams to send out credits. Elements from the initial referral program MVP were built into the check-out flow and account settings to accommodate the crediting tool. Although the product was never fully launched, it was a great opportunity to work closely with product managers to define a whole new process from scratch and create alignment on the user journey.

Let's get in touch!

Let's get in touch!

Let's get in touch!

© 2019 with love – Jessica Liu