Task: Redesign the main invite flow of the Sweatcoin app to increase conversions of Registered Users into Inviters.
Analysing Old Flow
Old invite flow was framed around inviting as a way of getting bonuses: by pressing a "+S" button on the main screen the user would get to the Bonuses screen where they could choose between watching an ad to get one type of bonus or get a 5 sweatcoin bonus for inviting a friend. The main takeaways for the redesign were that:
1. Point of entry into the funnel is not obvious;
2. User is presented with too many choices;
3. The number of steps can be reduced.
First Iteration
The design solution to the task was grounded into three observations from the previous stage:
1. Make the CTA's value proposition more clear;
2. Reduce the number of steps to the invite;
3. Get rid of the need for users to choose between a bonus and a friend invite — alter choice architecture.
Next Iteration: Reviving Revenue
Although the percentage of users inviting at least once has dramatically increased, we took out the "Daily Bonus" feature from the flow, and so the revenue went down by a few percent. In order to solve this issue, I had to add it back into the flow. There were two options as a result: one that offered users to choose between inviting and a bonus, and one where this choice was decomposed into a step by step action. The latter was chosen for test and was subsequently deployed.
Alternative Solution:
Main Solution:
That's All!
