Private case study
Invite a Friend
Research, design, and user testing for Crédit Agricole Italia's Member Get Member program.
A new feature to make referrals clear, shareable, and measurable inside the app. A personalized invitation process based on real customer behaviors.
Context
A feature designed to activate digital word of mouth
As part of its transformation from a traditional bank, Crédit Agricole launched a Member Get Member program to acquire new customers.
The project aimed to bring word of mouth inside the app: generate an invitation code, share it with friends and family through the most relevant channels, and track the application status more clearly.
Team structure
A bridge between business, UX, and development
Through rapid prototyping, I involved stakeholders from the start and facilitated collaboration across Product, Development, Marketing, and Compliance teams.
My contribution
From problem definition to customer validation
After an initial discovery and benchmark phase, I defined use cases and interface design. The solution was first optimized and then validated through two customer testing sessions.
- User journey definition
- Translation into high-fidelity interfaces
- Collection and integration of feedback from testing
Interface design
From early sketches to a UI consistent with the app
After outlining the user flows, I drafted the first sketches with pen and paper.
I designed several sharing methods (WhatsApp, Instagram, copy and paste, and more) and personalized messages based on user personas such as relatives, roommates, teammates, and office colleagues. Thanks to tracking, the app lets customers monitor the invited person's application status.
I then defined the UI in Figma, extending the app design system based on Google Material.
Tools & technologies
Figma
Maze
Material Design
React Native
Prototyping
The prototype as an alignment tool
The Figma prototype was essential for aligning stakeholders, refining copy with the communications team, and validating the solution with the teams involved in the approval process.
- Stakeholder sharing
- Copy and visual asset review
- Basis for customer testing
- Validation with Compliance, Privacy, and Cybersecurity
Usability testing
Validating the solution with customers
Maze tests validated the solution design. During testing, some usability issues emerged in invitation sharing, which I corrected before release.
I also collected customer feedback on how the bank is perceived. The most positive aspects became selling points in the invitation messages and inputs for future improvements.
customers appreciated the personalized message when sharing the code
of participants highlighted the solidity of the Crédit Agricole group
mentioned the app's ease of use as another reason to invite someone
Results achieved
A new sustainable acquisition channel
After go-live, data monitoring confirmed the program's effectiveness. The results allow Crédit Agricole to continue its loyalty roadmap with evolved initiatives.
of new customers acquired through referral
lower than advertising campaigns
shares completed via WhatsApp
thanks to organic reviews