Iunigo is the first 100% online Car Insurance Company in Argentina. User's referral behaviour has brought up iúnigo since its beginning. From the initial user base of Friends & Family, the introduction of the referral program achieved 10% daily growth and reducing the CPA by half.
After the first stage, we iterated the program and succeded in reaching our goal of 17-20% daily growth. Since the referral program was launched the user base increased by two hundred new users per week and iúnigo managed to attract thousands of users in just six months.
This process was based in a business need, but it was also supported by customer’s claims. I divided the process in two stages: Proof of concept and Refine & improve. The problems that led to the first iteration were related to claims towards the time it was taking us to deliver the awards, online giftcards.
Before deciding which process was the best fit to address this business problem, we created an opportuniy map and estimate how much effort and impact each one could have. This made clear that we should onward the Referral Program and create a "happy user path" to understand what we need to develop and then create all user flows.
The process scope included:
Leveraged in the benchmarking document, we created a first idea of a very simple referral program so that users could share a unique link with F&F through social networks, email and whatsapp. This allowed us to track all users who entered the referral site and link them to a particular customer. In this way we could associate the identity of the client who had referred with the one who had been referred. At the end of the process, both parties received a digital gift card with money that they could withdraw in cash.
In order to achieve success as a very small team we needed to:
As a team, we defined the process goals to impact our KPI's and created a Looker dashboard to share the progress with the rest of the teams and stakeholders. This was also used to manage the virtual gift cards. We used the following tools to measure:
The process was performing really well, we got a 10% improvement on daily sales, but there were some issues. After some User Testing and gathering claims from CX, I found out some interesting insights:
So, the program was having some comunication issues and management problems. To solve these problems and boost the program I conducted a Design Sprint and a new team was created. Growth new team:
So, after hard worked we defined our main hypotheses: If the amount of invitations incresed it should increase the number of buyers. This idea led to the creation of a wallet. We started analysing our quantitative & qualitative data and we had the opportunity to have some expert talks with people leading referral programs in companies such as Uber, Fly Bondi and Pedidos Ya. The improved feature was divided into several stages. To deliver the whole experience we created an implementation roadmap. The functionalities that were released continued to increase sales exponentially.
Long term improvements
I had 3 big learnings from this entire process: