Coinbase
Referrals and promo codes
WorkstreamProduct thinking
An incentive can bring in a real customer or someone who is only there to collect it. I treated referral growth and fraud as the same product problem: make it easy for people to invite someone or use an offer, without rewarding behaviour that adds no real customer value. That is why the referral and promo-code systems had to be built with abuse in mind, not cleaned up after growth arrived.
What I built
I was directly responsible for global growth products. I built the referral and promo-code system and worked on fraud minimization.
Metrics
60% Of user-base acquisition during the launch phase in new markets
DRI (Directly responsible individual) for global growth products: built the referral and promo-code system driving 60% of user-base acquisition during the launch phase in new markets with fraud minimization.
The exact dates and fraud-reduction rate are not specified.