Receipt Hog is an app that rewards users for uploading qualified shopping receipts and completing surveys. It has several in-app currencies. Coins are the most valuable currency. Coins are traded for cash rewards ranging from $5 to $40. This app has the broadest appeal and largest user base.
A curated set of users comprised the B2B side's purchase panel. The purchase panel's shopping and survey data was foundational to the B2B product.
Regardless of demographics, app users should make trips to physical stores, have paper receipts, and like free money.
Users applicable to waitlisting were either:
1. Of over-represented demographics (over indexed in the panel)
- OR -
2. Of under-represented demographics (under indexed in the panel)
The cost of rewarding users was reaching an unsustainable level and the number of users with over-indexed demographics was growing. Waitlisting certain users was the chosen solution.
Waitlisting goals were:
I started by looking at other apps who waitlist (e.g. dating apps) and thinking of how to explain why there's a waitlist. A fairly mature onboarding flow is below.
I believed it was important to be upfront about the waitlist. The user should have an idea of what to expect and believe it's worth the wait.
Onboarding messaging focused on:
Based on the user's information, we determined their probability of being an under-indexed demographic. Users with a high probably skipped the queue.
Signing up can be as quick as 2 steps:
I made custom graphics to make sign up look friendly and encourage users to start the flow.
After signing up with FB or manually signing up, the user is either placed in the waitlist or skips the line.
Waitlisting achieved both business and product goals. As expected, most waitlisted users would abandon, while some would contact support about getting in. App ratings remained high. Waitlisting worked so well we could afford to deprecate other apps.
I was the only designer on the team so I led all things design-related. I created the flow and drafted the messaging.
I could have fought harder to give access to eager users on the waitlist. Unfortunately the reality was that such users would continue to bloat costs and not help the B2B side.
This was a case where I felt people expect me to be a champion for the user, but I didn’t want to because of business reasons.
Regardless, this experience pushed me towards focusing on B2B marketing work to help increase sales.