Increasing the MTU by 5x with a new referral feature
Increasing the MTU by 5x with a new referral feature
2024 • Bukalapak • Online-to-offline • 4 min read
2024 • Bukalapak • Online-to-offline • 4 min read
Overview
Overview
SmartSari is Bukalapak's online-to-offline product for the Philippines market. We aim to enhancing the livelihoods of sari-sari store owners across the Philippines by transforming their businesses with cutting-edge digital tools. With our user-friendly app, store owners can seamlessly offer a wide range of digital products and services, including e-load/credits, game vouchers, groceries, bill payments, and working capital support.
SmartSari is Bukalapak's online-to-offline product for the Philippines market. We aim to enhancing the livelihoods of sari-sari store owners across the Philippines by transforming their businesses with cutting-edge digital tools. With our user-friendly app, store owners can seamlessly offer a wide range of digital products and services, including e-load/credits, game vouchers, groceries, bill payments, and working capital support.
Executive Summary
Executive Summary
SmartSari had a low MTUs from referrals (contribute <2%) due to the implications of lengthy manual process. With a new referral feature, we acquired 10x referees and delivered a 5x boost in MTUs, smashing the team’s OKR by 80%!
SmartSari had a low MTUs from referrals (contribute <2%) due to the implications of lengthy manual process. With a new referral feature, we acquired 10x referees and delivered a 5x boost in MTUs, smashing the team’s OKR by 80%!
Results: 10x referees / 5x MTUs / 80% OKR within two weeks.
Results: 10x referees / 5x MTUs / 80% OKR within two weeks.
Due to some of the data & work is confidential, the following designs, numbers, text,
have been modified, blurred, or omitted on purpose.
Due to some of the data & work is confidential, the following designs, numbers, text,
have been modified, blurred, or omitted on purpose.
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Context
Context
SmartSari only has 20 MTUs from referrals (contribute <2%), potentially due to the implications of our lengthy manual operational and distribution process. Over 7 months since referral started, we were able to get 150 users interested to be a referrer, but they only can generate 10 referees. Sadly, that ten has yet to transact.
Hence, how might we streamline the operational process (generating codes, distributing them, and giving the rewards) so that we can eliminate manual steps and provide a seamless experience for users?
SmartSari only has 20 MTUs from referrals (contribute <2%), potentially due to the implications of our lengthy manual operational and distribution process. Over 7 months since referral started, we were able to get 150 users interested to be a referrer, but they only can generate 10 referees. Sadly, that ten has yet to transact.
Hence, how might we streamline the operational process (generating codes, distributing them, and giving the rewards) so that we can eliminate manual steps and provide a seamless experience for users?
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Understanding Process
Understanding Process
At that time, the referral process was designed pragmatically without development to test user behaviour and gather insights. So, to identify and deeply understand the needs, problems, and goals, I adopted several approaches during this discovery process:
At that time, the referral process was designed pragmatically without development to test user behaviour and gather insights. So, to identify and deeply understand the needs, problems, and goals, I adopted several approaches during this discovery process:
As I explored further, I discovered that the referral process involved different types of users, each driven by distinct goals. To address this strategically, I divided the insights into three major categories based on user types and their objectives.
As I explored further, I discovered that the referral process involved different types of users, each driven by distinct goals. To address this strategically, I divided the insights into three major categories based on user types and their objectives.
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Ideation & Design Exploration
Ideation & Design Exploration
I began the ideation process with a simple question:
If I were a user and knew that SmartSari offered benefits for inviting others to join, what would make it easier and more compelling for me to share and invite them?
I also explored this question from the perspectives of the referee, the referrer, and the business team. To enrich the process, I collaborated with the product, business, and engineering teams to gather ideas, perspectives, concerns, and unique insights—things since early process.
I began the ideation process with a simple question:
If I were a user and knew that SmartSari offered benefits for inviting others to join, what would make it easier and more compelling for me to share and invite them?
I also explored this question from the perspectives of the referee, the referrer, and the business team. To enrich the process, I collaborated with the product, business, and engineering teams to gather ideas, perspectives, concerns, and unique insights—things since early process.
Benchmarking via Youtube
Benchmarking via Youtube
Despite the limitations and challenges, we couldn’t conduct direct user interviews. Instead, I took an alternative approach to uncover additional insights and spark ideas.
I conducted general visual benchmarking and competitor analysis by watching app tutorials on YouTube. Surprisingly, this method worked exceptionally well.
It allowed me to visualize the entire flow without needing to test the apps ourselves.
It provided a firsthand view of real users interacting with the product, offering authentic perspectives through user-generated content.
Despite the limitations and challenges, we couldn’t conduct direct user interviews. Instead, I took an alternative approach to uncover additional insights and spark ideas.
I conducted general visual benchmarking and competitor analysis by watching app tutorials on YouTube. Surprisingly, this method worked exceptionally well.
It allowed me to visualize the entire flow without needing to test the apps ourselves.
It provided a firsthand view of real users interacting with the product, offering authentic perspectives through user-generated content.
Example of benchmarking through browsing YouTube videos.
Example of benchmarking through browsing YouTube videos.
Final Design
Final Design
I truly enjoy the process of exploration—experimenting with different components and layouts, creating various alternatives, and finding the perfect solution to hit the sweet spot. After refining the shapes, colors, and making numerous adjustments, here’s the final design:
I truly enjoy the process of exploration—experimenting with different components and layouts, creating various alternatives, and finding the perfect solution to hit the sweet spot. After refining the shapes, colors, and making numerous adjustments, here’s the final design:
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Outcome & Takeaways
Outcome & Takeaways
By the time when the rollout reached 80% of users, the results were remarkable! We acquired 10x referees and delivered a 5x boost in MTUs, smashing the team’s OKR by 80%.
On the other hand, the outcome was reflected in the users' enthusiasm when using this feature. For instance, three users shared their referral in a Facebook community group or their account.
By the time when the rollout reached 80% of users, the results were remarkable! We acquired 10x referees and delivered a 5x boost in MTUs, smashing the team’s OKR by 80%.
On the other hand, the outcome was reflected in the users' enthusiasm when using this feature. For instance, three users shared their referral in a Facebook community group or their account.
Facebook post from SmartSari users.
Facebook post from SmartSari users.
Key Takeaways
Key Takeaways
Stay flexible and adaptive. Sometimes simple methods like browsing YouTube can uncover new approaches and help drive the process forward.
Don’t hesitate to involve the team from the start; the team can brings fresh and valuable perspectives for our discovery & ideation process.
Keep it simple & concise, the faster users understand how something works, the easier it is for them to take action effectively.
Stay flexible and adaptive. Sometimes simple methods like browsing YouTube can uncover new approaches and help drive the process forward.
Don’t hesitate to involve the team from the start; the team can brings fresh and valuable perspectives for our discovery & ideation process.
Keep it simple & concise, the faster users understand how something works, the easier it is for them to take action effectively.
You're reading the simplified process. If you'd like to learn more about the project, feel free to get in touch.
You're reading the simplified process. If you'd like to learn more about the project, feel free to get in touch.
Back to home
Back to home
Let’s talk &
Get in touch.
thalhah.crdv@gmail.com
Thalhah S. Robbani © 2024
Let’s talk & Get in touch.
thalhah.crdv@gmail.com
Thalhah S. Robbani © 2024