Referral Program (EPIC Sale)
Project info
Role in the project: Product Copywriter
Project nature: Making a Movie
Project period: 6 weeks
Team members: Design PIC, Product Manager, Interaction Designer, Visual Designer, FE, BE
Project involvement
How did I help as a PIC and Sr. Product Copywriter?
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Create design brief & present the design brief during kick-off meeting
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Lead initial discussion with product team
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Assess project scope and limitation with product team
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Hygiene/administrative tasks (set up checkpoints, lead checkpoints, manage stakeholders, etc)
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Lead brainstorming session for bot conversation guideline
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Lead design direction approval
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Create bot conversation guide
Background
USERS DID NOT INTERACT WITH THE REFERRAL PROGRAM
EPIC Sale is the biggest annual sale of Traveloka. For the 2020 edition, we introduce a new sale mechanism called Referral 2.0. Basically, if users invite more people to their “team”, they can earn more EPIC coins and eventually unlock more discounts.
Though the transaction numbers looked great, ~80% of the users did nothing after viewing the referral page. Only 21% of the active users and 8% of the passive users made transactions during EPIC via referral mechanism.
Project goal
To create a design and experience that allows users to earn EPIC coins easily and also encourages users to share referral link, invite more people, and make transactions during EPIC sale.
How to activate the 80% of users who did nothing after seeing the referral page?
And, how can we induce the majority of users to search and transact during the EPIC sale?
DESIGN CHALLENGE
Work Process
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Gathered context
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Created research plan
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Conducted desk research
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Conduct brainstorming
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Synthesize brainstorming result
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Craft a cohesive communication concept
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Present the communication concept to the PMs and fellow designers
Define intent
Give shape
Define intent
Give shape
Mapping out requirements and messages from last year
In order to craft this year's EPIC message, I had to check previous year’s EPIC messages and copies, so I knew where and what to improve.
One of the most challenging messages to create is daily push notifications (hence in this portfolio, I will only cover that).
There was so much new information since 2021's EPIC Sale had new referral mechanism and we even added livestream. The daily push notif also needs to be enticing with different variations since users will receive it daily.
How I mapped the messages from last year and this year’s EPIC sale messages.
How did I tackle it?
For each push notification (pre-event, during event, and post event), I mapped its scenario and objective then using IA prioritization to prioritize the message for each day.
By writing each scenario and objective, it helped me in prioritizing the messages.
Give shape
The final push notifications that I presented to stakeholders
Impact
Business impact
Impact on self as an IC
1. Total 348k profiles exposed to EPIC Referral with 21k (6%) were a new customer (3.6x from last year).
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2. 59k issuances were made by referral users (20% from all the EPIC issuance), similar to last year.
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3. 3.14 bio GBV comes from referral coupons (2x from EPIC 2020 GBV at 1.6 bios), while ROAs are improved to 3.91 compared to ROA 3.0 LY.
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4. The referral coupons contribute to the 2nd highest GBV and coupon used.
This is my very first time working on EPIC Sale project. Usually, the senior copywriter will handle it. So, as a junior copywriter, it was both exciting and nerve-wracking.
Through this project, I learned how to create copies that balance both users and business needs.
