N’011 — Referral Program.
Referral Program
Designed Parcl's referral program — the mechanics, clarity, and UI that turned existing traders into an organic acquisition channel and made the reward value proposition impossible to miss.
Client
Project Type
Timeline
Role
Live
Overview
Reduced onboarding friction and improved conversion from visitor to active trader across all four initiative streams. Simplified messaging and a clearer value proposition increased user activation rates. The Basic Trader entry point lowered the perceived barrier to first trade, and improved referral clarity contributed to organic acquisition growth through the existing user base.
The Brief
The gap between first visit and active trading was too wide. Parcl's brochure site carried too much cognitive load for new visitors, the onboarding funnel had unaddressed drop-off points, and the rewards mechanics — points earning and the referral program — weren't communicating their value clearly enough to drive participation. Each of these was a separate friction source, but together they were compressing the top of the funnel.
Initiatives had to be sequenced and shipped iteratively — this wasn't a single redesign but a series of targeted optimizations that each had to improve a discrete metric without disrupting the users who were already active. The Basic Trader launch required defining a genuinely simplified entry point that didn't feel like a downgrade. Points + Referral Clarity had to improve comprehension without adding explanatory UI debt.
Ran four parallel initiative streams targeting distinct friction points in the acquisition funnel — each had to improve a discrete metric without disrupting active users.
Decisions
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