Uphold’s referral program
Assigned task: Writing copy from scratch for the user flow (app and web), directing users on why and how they can participate in Uohold’s referral program.
My role: UX writer and Copywriter
Expected outcome: The user refers Uphold to a friend, knowing exactly how much and when they stand to earn crypto from it.
Copy categories covered: Banner copy, modal copy, push notification, CTAs, walkthrough, SMS copy.
The challenge
The requirements that the users needed to fulfill which would entitle them to the benefits of the referral program could come across as being laborious. For this reason, I felt the need to tread carefully as regards the tone and verbiage while promoting the referral program i.e. not making it sound overly simplistic or exceedingly rewarding. Furthermore, I felt that the steps the users had to take to claim the promised reward could be easily misunderstood if not worded with utmost clarity.
I discussed with the stakeholders regarding listing out steps that the person receiving the referral link had to complete, in order for the sender of the referral code to accrue the monetary reward. However, we decided against tasking the receiver with any such steps as it might overwhelm them and potentially discourage them from joining Uphold.
Copy objectives
Enticing and incentivizing users to refer Uphold’s app to their friends.
Offering clear instructions on how to partake in the referral program.
Explaining upfront the conditions that need to be met that’ll entitle users to the promised benefits.
My approach
I collaborated with the concerned Product Manager and the Lead Designer. My work was subsequently reviewed by the COO.
I conducted a competitive analysis by researching referral programs of other companies (OTAs and otherwise) for reference.
I organized internal meetings with the sponsors of the referral program to better understand the incentives being offered to the users to partake in the referral.
I myself participated in the beta version of the referral program to comprehend its working from the user’s perspective and also from the perspective of the person receiving the referral link.
In terms of crafting the copy, I used a ‘benefits-first’ approach, i.e. luring users by primarily broadcasting what’s in it for them.
I came up with several options and alternatives for each copy category and tested them internally to pick the best one for final deployment.
Guidelines
Be clear: Needs to be easy to understand.
Be short: Don't give the user extra work. Remove cluttered language and focus on the benefits.
Highlight and lead with the benefit.
The instructions and underlying conditions must be spelled out as simply and as clearly as possible.
Be humanistic: Use well-timed humor and well-known slang to establish contextual informality with the user and to attribute a more ‘conversational’ approach.
Use active voice.
Be cautious in highlighting the incentives.
Use the customer’s voice for CTAs.
Use copy to reinforce trust and establish transparency.
Avoid jargon and use simple, non-technical language.
Walkthrough: Explaining how the referral program works
Banner copy: Clicking on the banner would trigger the introductory walkthrough.
Walkthrough copy
Recommendation: During the second iteration, I recommended splitting this screen into two. The second screen titled ‘What your friend needs to do’ would explain the steps the friend will have to take, in order for the user who sent the referral link to earn the crypto reward.
User flow: Inviting and incentivizing users to send the referral link
Screen 1: Banner
Push notification:
One friend:
Here’s your (amount) reward for inviting your friend to Uphold.
More than one friend:
Here’s your (amount) reward for inviting your friends to Uphold.
Screen 2: Modal with instructions
Modal copy: Once the users have sent the maximum permissible referral links, the following screen will be displayed when they try to send more links (the copy above in the image is placeholder copy):
Heading: You earned it!
Body: You’ve reached the maximum limit of $100 worth of Bitcoin for inviting 10 friends to start using Uphold. Thank you for all your help.
We’ll have more programs like this, stay tuned!
Screen 3: Copying the link
Banner copy: For users who’ve already referred Uphold at least once.
Screen 4: SMS copy
User flow: Receiving the referral link
When the person receiving the link doesn’t have the app installed.
When the person receiving the link already has the app installed.