Blink Health is an e-commerce website offering affordable prices on prescription medication, regardless of insurance status. Unlike mail-order services, Blink offers the convenience and safety of picking up your purchased medication at your local pharmacy.
At Blink Health I worked closely with PMs and engineers to lead a working group towards our quarterly growth goals. Larger projects included Blink’s best-in-class referral ecosystem, and the launch of Blinks “tiered pricing” model. As a the second designer, I helped establish a collaborative design process, and was responsible for the mentoring and onboarding other designers.
New Referral Ecosystem
One of Blink Health’s largest growth blockers is trust. The low price on prescription medication appears “too good to be true,” and site visitors worry that Blink must have a catch, or may not be their same medication.
With lots of happy customers using Blink on a monthly basis, we believed that increasing referrals from those users will increase trust and new user growth.
Higher Top-of-Funnel Visibility
The driving hypothesis for our working group was that more users will share Blink if we ask them at the right times.
For higher top-of funnel visibility, we added a celebratory moment after a user completes checkout, encouraging them to help others save as well.
User Lifecycle Emails
Multiple interviews stated their first share happened after they used Blink at the pharmacy (when they knew it really worked). To encourage this behavior more, we added a celebratory share email after a user’s first successful pickup at the pharmacy.
“Best Practice” Referral Research
Our process began with exploring referral programs of other great consumer products, noting how and where they asked users to invite others.
User Interviews with Successful Referrers
With the help of the CX team, we conducted 15 phone interviews with users who successfully shared Blink with other users (or were referred to Blink by someone else). Through these calls we learned their timing and motivation behind sharing.