Customer card adoption is one of the single most critical growth factors for an online bank to succeed. How could we increase adoption in a market where new competitors spring up every other quarter? I led the design of the Ambassador referral feature on the Neo app.

My Role

Discovery

User Research

Design

Testing

Team

Spence Yarnell - Product Manager

Heramb Sawant - Web Engineering

Lucas da Silva - iOS Developer

Diego Moyses - Principal Android Developer

THE PROBLEM

User research shows that Canadians, on average, actively maintain at least 2 personal credit cards. For most customers, convincing them to bank elsewhere, even with the promise of better benefits and perks, requires empathy, patience, and a good knowledge of the product they are referring.

Fewer and fewer customers were signing up through referrals.

The Ambassador referral program incentivizes partner merchant employees and undergrad students to share and onboard new card accounts at their stores and school campuses respectfully. After a successful pilot, the strategy team came up with an idea to include a self-serve feature on the Neo app to help Ambassadors sign up for referral programs and refer new customers.

Pilot Ambassador Program Flow

                                                      Pilot Ambassador Program Flow

RESEARCH

Insights