Platform Bonus
Howl
Creators were gravitating to other platforms with the same brand affiliates to create links. We launched a platform bonus to provide an extra incentive for creators to make links and sell with their preferred brands through Howl.
My contribution
Product strategy
Product design
Team
1 x designer
1 x product manager
2 x engineers
Year
2022
Understanding the Problem
Creators are choosing to create links and content on other platforms over Howl. Since some competitors offer a wider range of brands, creators are opting to use competing products to better manage their links in one place. While we offer higher rates for brands, it’s not enough to convince creators to move their workflow and use Howl as their primary platform.
Opportunities
How might we encourage users to choose Howl as their primary affiliate platform?
How might we increase user retention in order to grow revenue?
Hypothesis
By providing additional financial incentives, creators are enticed to make more content and generate more GMV (gross merchandise value) on Howl. We tested the hypothesis by offering a cash bonus based on custom GMV goals for each creator during a defined promotional period.
Flowchart
During the wireframe process, I discovered many screen states were needed for the program even though the flow is quite simple. Our users needed unique messaging and progress checkpoints at different stages during the promotional period.
During the wireframe process, I discovered many screen states were needed for the program even though the flow is quite simple. Our users needed unique messaging and progress checkpoints at different stages during the promotional period.
Wireframes
Incentive Program Timeline
My product manager and I solidified the program’s stages:
Program has not started, but creators are notified of start date
Program in progress and creator has the option to opt in at any point during program
Program in progress and creator has opted in – they can now see their progress throughout the program
Program in progress and creator has met their goal before the program end date
Program has ended and creator has met their goal – they can now see their reward paid out in January earnings
Program has ended and creator did not meet their goal
Final Product
Many creators attempted the Howl Holiday Bonus Challenge, but few actually received the bonus. The data metric we used to set custom goals was miscalculated and unfortunately the goals were often too large for the users to hit.
However, we do believe this project validated our hypothesis and want to expand on our platform bonus offerings in the future.
