bumble
Product Improvement: Creating a referral feature for bumble
By
Kushal Kumar Choudhary
1
Problem Statement
You are a part of the Product Growth Team at Bumble App & you
are asked to create a referral system for both male and female
users.
Jobs to be done
● Identifying the need for referral system.
● Doing user research to differentiate between male and
female users pain points.
● Creating a Go to market plan.
● Creating wireframes.
2
Bumble’s current market stand
● Bumble has 12.3 million monthly active users.
● Bumble has 1.35 million paid users, counting subscriptions
and in-app transactions.
● Bumble has a 19% market share among US dating apps.
● The gender ratio on Bumble is approximately 3:1 (male-
female).
Source: Bumble, Backlinko 3
Need for Referral System
According to my understanding there are 4 reasons for having a
referral program for bumble:
1. Word-of-mouth marketing increases credibility of bumble
in the mind of users when recommended by connections.
2. Acquire new user with less CAC compared to conventional
marketing.
3. Giving incentives such as free trials or add ons, increase
likeness of user to transition to paid user in future.
4. May help to even the gender ratio.
4
Doing user survey
For this step I created a google form to conduct a user survey.
The form can be accessed by clicking here.
Responses: 6 (male:female = 2:1 )
The insights from the survey are:-
● Preferred feature by males: Superswipes (Allows user to
stand out)
● Preferred feature by females: Incognito mode (Profile only
shown to user who are right swiped by them.)
5
User Persona
Name: Himak Name: Mayank Name: Vernika
Age: 24 Age: 21 Age: 23
Gender: Male Gender: Male Gender: Female
Locality: Suburban Locality: Urban Locality: Urban
Uses bumble on a weekly basis, Uses bumble on a monthly basis, Uses bumble occasionally, likes the
looking for a person whom he can looking for casual relationships. Ready premium as it allows features like
incognito mode and bestbees (new
have a real connection. Buys Super to invest in spotlight to increase their
feature).
Swipes to let the other side know he is reach.
really into them. Pain points: There isn’t separate add
Pain points: Limited spotlight with
on for bestbees and incognito mode,
Pain points: Limited superswipe with premium/ boost. Spotlight only active
need to buy premium to be able to use
premium/ boost and no superswipe for for 30 mins.
those. Without incognito mode, they
with free plans. Everytime has to buy receive enormous likes and it's hard to
superswipe. go through every profile.
6
Go to market strategy
There should be different incentives for both Strategy for new users are:
males and females on their successful referrals
● Incentive for males:- Free Spotlight
as they have different pain points, strategy
or superswipe, they can choose 1.
based on our user personas for existing users
are: ● Incentive for females:- Free 1
week premium and 50% off on next
● Incentive for males:- Free Spotlight or
in app purchase.
superswipe, they can choose 1 and 50%
off on bumble premium.
● Incentive for females:- Limited premium
features of incognito mode and bestbees
along with 50% off on bumble premium.
7
Metrics to measure success
● DAU & MAU:- To measure the increase in user
activity after successful referrals
● Average Revenue per Male:- Impact on revenue
from incentives for males.
● Average Revenue per Female:- Impact on revenue
from incentives for females.
● Revenue per user after t days of joining: To
observe the impact of incentive after 1, 7, 30 days to
continuously iterate our strategy.
8
Wireframes: New user (Male)
Please visit this link to view the complete wireframe flow.
9
Wireframes: New
user (Male) contd.
10
Wireframes: New user
(Female)
11
Wireframes: Old user
Referral screen
12
Thank You
13
