Summary
Juni Learning's referral rate was stuck at 11% despite offering coupon codes. Through research, we discovered parents rarely shared coupons but frequently bragged about their child's projects. We redesigned Session Notes (parents' primary touchpoint) into a shareable Parent Digest, turning "share my referral code" into "share my child's progress." As a result conversions grew from 11% → 24% of active parents. Referral-sourced signups increased from 11% → 19% of new customers.
Turning Progress Reports into an Organic Referral Engine for Juni
Juni Learning — January 2023
Role & Team
I led end-to-end product design, collaborating with Product to reframe the growth challenge, Legal to define privacy-safe sharing parameters, Growth to establish "soft sell" positioning, and Engineering to build the two-layer content system. I owned research synthesis, iA, UI design, and variant testing.