Product Designer and Manager at Muse
User Research, Experience design, Interaction design, Prototyping & testing

Muse Gift 30, Get 30 Acquisition Campaign

The Challenge

In order to raise brand awareness and increase subscription sales, we needed to create a viral acquisition loop that would align with the brand voice and encourage our existing users to share Muse and meditation.

The Research

Competitor Analysis

Uber:
Initial user sees in app ad and is encouraged to invite friends via text msg or social to get $10 off their next ride. New users see the text message and are encouraged to click through to a web page and sign up to receive $10 off their first ride. In both cases this is money that is only redeemable within the Uber app and ensures both the giver and receiver are benefitting equally from this transaction.

Madison Reed:
User sees persistent promo messaging while navigating the site and is encouraged to give $15 to friends to spend on Madison Reed and when those friends make a successful purchase the giver gets a cash payout. However, this was not the type of acquisition loop we were looking to implement because we did not want to do a cash payout and wanted to ensure the reward was something that could be used to up sell the user on Muse products.

User Flows

Initially, the acquisition campaign was going to be email only and user the users “Muse points” to place them into a tier that would determine the amount of free subscription time they would get for successful referrals/sign ups.

We realized that signing up was not enough to ensure that the referred user would then purchase a Muse device or subscription and stay in our ecosystem.

The Solution

Create a targeted promotional offer is presented to the user after they complete their latest meditation session, while their experience is fresh with the product is fresh in their mind. We wanted to target our existing users and encourage them to advocate for meditation and be ambassadors of the Muse brand. New users are now eligible to take part in the promo and share their own URL.

The Muse Gift $30, Get $30 program allows existing users of the Muse to earn promotional Muse Credits to use on the future purchase of Muse products from www.choosemuse.com - which uses Shopify.

A targeted promotional offer is presented to the user after they complete their latest meditation session, while their experience is fresh with the product is fresh in their mind.

When a user shares their unique discount code, the receiver gets a link, which gives them $30 to spend on Muse products from www.choosemuse.com. To use the discount code, the receiver must click through the link provided by the giver in the invite. This $30 discount will be applied at checkout. Once the receiver makes their first successful purchase (min $50), the giver will receive an email with a code to redeem their Muse credit of up to $30 to spend on Muse products from www.choosemuse.com.

The user can always access the promotional offer from the gift icon on the home screen or from the promo bar in settings.

The Results

Results to date since to campaign launch on August 5, 2019.

Tools: Sketch, Invision Studio, Adobe Illustrator, Adobe After Effects