product design | SENIOR IC | SaaS b2b
BUILDING SCALABLE Referral Programs SAAS
Codenamed rechain, this service allows easy creation, management and participation in referral programs. Meant for businesses, with human-centered design and powerful tools, this project was a startup within organisation that builds AI-based marketing tools.
Context
Where it started
While being not AI-based itself, acquiring business and referral network partners was intended to enable AI products to drive sales.
AI evolution enabler
While being not AI-based itself, acquiring business and referral network partners was intended to enable AI products to drive sales.
process. design validation
Research
Together with the business analysts we did a series of user interviews to discover their needs. Among other our finding were:
- There are completely different kind of users — corporate administartors, corporate partners (those, who promotes referral program as their daily job), external partners, who have limited access to the programs and promote the programs mostly as side hustle
- External partners are not very tech-savvy
- Corporate users need tools to manage multiple programs
- Program creation by itself is quite daunting job
Business process analysis
We also analysed current business processes to learn how exactly program is created, controlled, being promoted, to define requirements for the MVP and to start translating them into the product language. Also I helped team with the BPMN-diagrams to grasp process logic better.
Usage scenarios with personas
Mike: a plumber, who has his own established client base. He earns additional money by promoting referral programs. He has only mobile phone with him and about 1-2 minutes time to add his customer as referral. Painpoints: time and accessibility.
Jane: young mother visiting restaurants promoting them B2B programs, has phone or tablet with her. Painpoints: time and accessibility.
Bob: manager at company who is selling services and onboarding clients via referral program is one of the products. Painpoints: avilability of materials.
Chris: manager, who creates and manages referral programs in company, not being the promoting partner themselves. Painpoints: data relevance, compliance checks.
Wireframes and prototyping
I did a lot of wireframes and prototypes to save time, costs in future development. And to validate user flows. The single concept of program creation wizard took 5 design versions before we settled with the most optimal one. I also helped team with the BPMN-diagrams to grasp process logic better.
Validation
I've used a multistep validation: first within the product team, then with the stakeholders from the business and their clients. First with wireframes, then with more refined layouts.
Also I was tightly collaborating with the development to ensure design can be implemented and stay resource-sparing.
On pic: one of the early-stage design ideas.
pecularities
Heliview + details
To provide heliview I've created dashboards with cards and the most important business metrics like revenue per program or users onboarded.
And to dive into the details — the cards and drawer that do not obscure view, but provide important details. All of them.
Outcome
Program details
We got partners covered: from easy program onboarding up to marketing materials and CRM-integrated referrals management
Company management tools
We got partners covered: from easy program onboarding up to marketing materials and CRM-integrated referrals management
Program creation
We got partners covered: from easy program onboarding up to marketing materials and CRM-integrated referrals management
Partner tools
We got partners covered: from easy program onboarding up to marketing materials and CRM-integrated referrals management
Impact: PROD-ready scalable product for $14B market size
product design | SENIOR IC | SaaS b2b
BUILDING SCALABLE Referral Programs SAAS
Codenamed rechain, this service allows easy creation, management and participation in referral programs. Meant for businesses, with human-centered design and powerful tools, this project was a startup within organisation that builds AI-based marketing tools.
role: SENIOR IC designer
product team: 4
initial hands-off: 1 month
Context
Where it started
Rechain started as an internal startup in a company that makes AI marketing tools, including outreach. For the MVP stage we needed to create end-to-end design that would cover flows and referral programs of the existing customers. It was meant also to easy onboard them. I was hired as senior IC designer to create MVP and foundation for the further product evolution. We worked together with the lean product and development team.
AI evolution enabler
While being not AI-based itself, rechain was meant to be a part of AI-driven ecosystem, playing crucial role in establishing trust and driving userbase growth.
process. design validation
Research
Together with the business analysts we did a series of user interviews to discover their needs. Among other our finding were:
- There are completely different kind of users — corporate administartors, corporate partners (those, who promotes referral program as their daily job), external partners, who have limited access to the programs and promote the programs mostly as side hustle
- External partners are not very tech-savvy
- Corporate users need tools to manage multiple programs
- Program creation by itself is quite daunting job
Business process analysis
We also analysed current business processes to learn how exactly program is created, controlled, being promoted, to define requirements for the MVP and to start translating them into the product language.
Usage scenarios with personas
Mike: a plumber, who has his own established client base. He earns additional money by promoting referral programs. He has only mobile phone with him and about 1-2 minutes time to add his customer as referral. Painpoints: time and accessibility.
Jane: young mother visiting restaurants promoting them B2B programs, has phone or tablet with her. Painpoints: time and accessibility.
Bob: manager at company who is selling services and onboarding clients via referral program is one of the products. Painpoints: avilability of materials.
Chris: manager, who creates and manages referral programs in company, not being the promoting partner themselves. Painpoints: data relevance, compliance checks.
Wireframes and prototyping
I did a lot of wireframes and prototypes to save time, costs in future development. And to validate user flows. The single concept of program creation wizard took 5 design versions before we settled with the most optimal one. I also helped team with the BPMN-diagrams to grasp process logic better.
Validation
I've used a multistep validation: first within the product team, then with the stakeholders from the business and their clients. First with wireframes, then with more refined layouts.
Also I was tightly collaborating with the development to ensure design can be implemented and stay resource-sparing.
On pic: one of the early-stage design ideas.
pecularities
Heliview + details
To provide heliview I've created dashboards with cards and the most important business metrics like revenue per program or users onboarded.
And to dive into the details — the cards and drawer that do not obscure view, but provide important details. All of them.
Outcome
Program details
We got partners covered: from easy program onboarding up to marketing materials and CRM-integrated referrals management
Company management tools
Departments, employees, partners, programs, metrics — you name it!
Program creation
Wizard + configurable details
Partner tools
Simple one-page dashboard with all neccessities: fast sharing and acquisition and access to details in matter of seconds.
result: scalable product ready for $14B market size