PRODUCT DESIGN | SUMMER 2023
FRICH Influencer-featured question
In-app influencer-featured question to drive user growth.
MY ROLE
Product Strategy
Product Management
User Experience
Usability Testing
TEAM MEMBERS
Annabel Smit (Growth)
Abdullah Tariq (Developer)
Simona Kalachov (Marketing)
Chengyu Zhao (Design)
TIMELINE
6 weeks
METHODS
Desktop Research
XFN Collaboration
Frich is a social finance app that encourages users to answer a series of pre-defined questions about their financial status/behavior via rewards, and based on their responses, generate a personalized product recommendation.
To increase daily active users, Frich rolls out trendy questions on a daily basis to attract user engagement.
Background
Problem
Frich needs a cost-efficient way to drive growth.
The company was stuck on user growth, and has limited budget to support large scale reward system. Thus, we need a cost-efficient way to drive growth.
Solution
A influencer-featured question feature to support influencer collaboration in the app.
Create a design solution to partner with influencers to drive more similar audiences to Frich. Same prize, but more impact.
How it works
Frich x Influencer give away a $50 gift card every week.
The users enter the raffle by completing the featured-question in the app.
The influencer will post the event on their social media to bring their followers to Frich.
Findings
The user profiles of Frich and many influencers shares striking similarities.
Based on our data analysis, it is evident that Frich's user profiles closely align with those of influencers we have collaborated with. Both segments predominantly consist of young college students who exhibit a high engagement rate with the accounts they follow.
Hypothesis
If we collaborate with influencers, we may be able to drive user growth and increase ROI with lower investment.
Opportunity
Micro/Nano-influencers look for partnerships that encourage engagement with their followers
I conducted individual meetings with both our marketing and growth teams to facilitate a comprehensive exchange of insights pertaining to their past experiences working with micro/nano-influencers. Thanks to their helpful inputs, I managed to gather a wealth of fresh and exciting findings.
Our Decision
Integrate influencer collaborations into the app’s daily questions to drive user engagement and maximize ROI.
Reach target demographics
Lower acquisition cost
Drive growth & engagement
Ideation
Support influencer collab/cross promo in the app by featuring influencers in daily questions.
As a designer, I'm accustomed to presenting a product concept visually. So I crafted a conceptual mockup illustrating how we can potentially provide a way for Frich to collaborate with influencers and reach their audience. The concept was to support an in-app raffle, in influencer’s name, to win a $50 gift card.
Design
Identify 3 critical stages that guide users to discover the promo & participate.
Stage 1 (Participate) - Onboard users on Frich and guide them to complete raffle participation.
Stage 2 (Progress) - Help users track raffle progress.
Stage 3 (Results) - Inform users on the results.
How to feature an influencer
Present the question as it’s asked by an influencer.
Since it’s a influencer-featured question, so the design must give enough visual emphasis on the featured influencer. I add a bottom-like card that includes influencer’s avatar, name, and social account link to the question page. The card opens a bottom sheet with more details & links to the user’s webpages.
Stage 1
Users need to be guided to enter the raffle, without experiencing any learning curve.
Without a doubt, these new users are here for the reward. Therefore, a great onboarding experience should help users directly enter a draw without learning anything else about the app yet.
In order to do that without affecting the experience of our existing users, I decided to add a popup bottom sheet that takes users directly to the question that they need to answer.
Stage 2
Ensuring that the entire process of the drawing is traceable enhances credibility for new signups.
During the design process, I encountered many issues with the placement of a raffle entry. The progress should be easily discoverable and requires minimum development efforts as possible. I ended up adding a drawing progress card to the perks page (refer to version 3 in the graph below).
Stage 3
Notify users when the result comes out.
In this stage, there are two jobs needed to be done:
1) Notify the users when the results come out.
2) Encourage users to participate in the new Featured Question.
Challenge:
In the initial version, we tried to announce the drawing result in the bottom sheet and use a snack bar to take users to the new featured question. However, during our initial feedback from design review, the major concern was that the design emphasizes too much on user’s failure, which potentially demotivate them to engage. Therefore,
Decision:
We decided to emphasize on announcing the new available question in bottom sheet and quietly inform users on the results, to diminish the feeling of loss.
Pilot Test
We observed promising data growth during our pilot test!
Our pilot test showed impressive results, with a 120% increase in growth rate and a 63% decrease in cost per user over 7 days.
Takeaways
Influencer Alignment Matters
I learned that aligning with the right influencers can significantly boost engagement, and integrating their content effectively enhances user interaction. Moving forward, I plan to refine our approach by experimenting with new engagement tactics, scaling collaborations, and tracking long-term retention to maximize sustainable growth.