Refer-a-Friend Promo
2023
Role
Lead product designer
Team
Henry Leung – Front end eng
Robert Ho – Back end eng
Victoriya Disko – Animator
Context
PICKs is Sleeper’s Daily Fantasy Sports (DFS) game, where users can make selections (over/under) during pre-game or in-game contests, choose an entry amount, and submit their contest for a payout 💰. Paid marketing is a huge driver for this vertical’s growth (e.g. seasonal promos via Twitter, influencer affiliate links, and referral codes) due to the deposit match offer.
Prior to this feature, users looked to old Reddit thread posts, in-app discussion posts, and outdated referral code links to redeem these deposit matches, which is an altogether frustrating and confusing process.
How do we make it easy for people to find & share their personal referral codes with their friends and family?
We created a stand-alone tab within the SleeperPICKs product to house the promo, making it easy for users to find and share their codes.
Giver shares their referral code with a new PICKs user who has not yet deposited any money into their Sleeper Wallet.
The receiver either taps the link from the automated text message or inputs the referral code into the deposit flow and gets a deposit match up to $100.
After the deposit is successfully made, the giver automatically receives $25 in play-through credit directly in their Sleeper Wallet.
We created a reward system for the givers with milestones set at every 5 successful referrals with increasingly greater amounts of play-through bonus credits.
In previous activations, 65% of users had successfully attracted 1 referral and this number exponentially tapered off.
When a milestone is achieved, a gift box animates open, revealing the bonus play-through credit awarded. Users can also tap into each gift at any time to reveal the bonus credit amount.
We looked at other referral programs in the landscape and were intrigued by the redemption feature where users can collect points and redeem prizes for a gift of choice.
We decided not to move forward with this option since it would add an extra step for users to redeem their “points” for play-through credits and we did not offer alternative gifts.
Graveyard Explorations
On the receiver’s end, the user can either have the referral code automatically redeemed or manually inputted during the onboarding flow. This allowed us to better understand where FTDs were coming in from.
Lead designer for the code input screen: Bona Park.
I provided design input since I was working on the friend referral code and a future revision to the onboarding flow.
Impact
30%
OF ALL FTDS CAME FROM this promo3K
HIGHEST # OF FTD/DAY
“Friend Referral” accounts for unique FTDs over a 60-day period from the refer-a-friend promo feature.