Spread the Love: How Friends Can Help Your Wallet Grow
In this case study, discover how I successfully impacted customer retention and acquisition at Tata Cliq through a referral program. See how I accomplished this feat in just 48 hours!
Have you ever come across a hidden gem — a gem that wasn’t found through ads or search engines, but through a friend’s genuine recommendation? Those personal endorsements have a powerful impact on our choices and hold a special place in our hearts. We all rely on the experiences and opinions of others to guide our decision-making in the digital age.In this case study, we explore the captivating world of referrals and how they have revolutionized customer engagement and loyalty.
I participated in the product design challenge with a specific problem statement: implementing a referral program that rewards both the referrer and referee in Tata Cliq. The goal was to incentivize users to refer their friends and family to the app, ultimately leading to an increase in the app’s user base.
About the product
Tata CLiQ is an Indian e-commerce platform that offers a wide range of products including fashion, electronics, home appliances, and accessories. The core business idea of Tata CLiQ is to provide a seamless and convenient online shopping experience to customers in India, while also leveraging the strengths of the Tata Group, one of India’s largest and most respected business conglomerates.
📑🌐 Table of Contents
Introduction: Setting the Stage 🎬
Final Solution💡
Critical Decisions🤔
Selecting the Ideal Referral Model for Rewards🎁
The Process: From Vision to Execution 📝
💼 Use Case: Applying the Solution in Real Scenarios
👥 Target Users: Identifying the Audience
My Initial UI Solution
📐UI and Component Architecture: Building Blocks of the Solution
🏗️ Building UI: Constructing the User Interface
Conclusion
Let’s Dive into the Solution
The solution to my problem statement involved implementing a “Refer and Earn” feature within the account page of the Tata Cliq app. This feature offers rewarding benefits to both the referrer and the referee.
👇Discover my Solution video
👇Explore the Prototype
👉Play with the prototype here👈
🧭 Solution Explanation: Unveiling the Mechanics
Let’s delve into a detailed analysis of the reasoning behind my proposed solution.
1)Refer & Earn
I added this feature in my account page from there user can utilize the feature.
Why My Account page?
It is a common and expected location for users to find such features in many other apps and products. By following established standards and conventions, I make it easier for users to navigate and interact with the app.
2)Referral promotion message
It helps to communicate the key value proposition of the referral program to your users in a clear and concise manner. By making this information prominent, you can increase the likelihood of users engaging with the referral program.
3)Copy code
Adding a copy code feature is to it allows users to easily share their referral code with friends who already have the app. By having a copy code button, it saves the user time and effort in having to manually write or type out the referral code.
4)How it works?
When I added the feature of referring and earning in my app, I made sure to add an explanation on how it works. I did this so that my users can easily understand the feature and won’t miss out on the rewards just because they don’t know how it works.
5)Invite options
I incorporated convenient invite options, such as WhatsApp, Instagram, and a general share option, to facilitate seamless sharing of the referral link with friends and family. This approach ensures users have multiple accessible ways to invite others and maximize their chances of earning rewards.
6)Referral history and T&C’s
I added the referral history section so that users could easily track their referrals and see how much Cliq cash they had earned. Additionally, I named the terms and conditions section “T&C’s” based on my research of the Tata Cliq product, as this format was commonly used.
7)Rewards won
I introduced a “Total Rewards Won” section in the referral history page. Users can track and monitor their accumulated rewards, providing them with a clear picture of their earnings from the referral program.
8)Users history
I implemented a user-friendly section for tracking referral history. Users can easily view the names of referred contacts and the rewards earned from each referral. This feature helps users track their referral history and identify contacts who have earned the full reward amount.
9)Terms & Condition
By providing this information, users can better understand the rules and guidelines of the program and avoid any potential issues or problems.
🤔Impactful Decisions that Shaped the Journey
Every project is a journey filled with pivotal moments that can make or break its success.
Throughout the course of my project, I encountered several critical decision-making moments that played a significant role in shaping the outcome. In this section, I will highlight some of the key decisions I made and the reasoning behind them.
1)Selecting the Ideal Referral Model for Rewards
In my project, I created three different models for the referral program’s reward system. By offering a range of models, I aimed to provide project managers with the freedom to customize the referral program and optimize it according to their unique needs and constraints.
Let’s take a closer look at the models and their limitations:
Use Case 1: Incremental Reward System👇
Use Case 2 : 2x for Referrer and 1x Referee👇
Use Case 3: 1x for both Referrer and Referee👇
By providing multiple options and the ability to customize the referral program, project managers can tailor the experience to maximize user engagement and achieve desired outcomes.
Arriving at these models was influenced by the insights gained from competitor research. Now, let’s delve into the details of the competitor research process.
Competitor Analysis 🕵️♀️: Exploring Referral Programs in the Industry
As part of my research, I conducted a comprehensive competitor analysis to gain insights into how various platforms approach customer referrals and foster user loyalty. By studying the referral programs of 10 different platforms, including Redbus, Urban Company, and Oyo, I identified industry trends, best practices, and unique features that set them apart.
🚍 Red bus: They divided their referral program into two sections — “Refer & Earn” and “Referral History,” prominently displayed as tap options below the header. They also provided users with a referral code for easy sharing.
💇♀️ Urban Company: Urban Company showcased their referral program in detail, explaining how it works and the benefits users can enjoy. They even included an eye-catching illustration at the top, making it visually engaging and enticing for users.
🏨 Oyo: Oyo implemented a split amount strategy, where users received a portion of the referral bonus upfront and the rest after the referred person completed their first transaction. They also offered convenient sharing options through WhatsApp, copy code, and other channels.
By analyzing these competitors approaches, I gained valuable insights into what users expect from a referral program and how we can differentiate Tata CLiQ’s offering. This research allowed me to form assumptions about what might work best for our app and identify areas where we could enhance our competitors features.
Given the time constraints of the challenge, I focused only on conducting secondary research to ensure maximum utilization of the 48-hour timeframe.
2)How I Found the Perfect Spot for My Referral Program
During the project, I faced the decision of choosing the optimal placement for the referral program. To make an informed choice, I explored multiple options in the low-fidelity stage.
I initially chose to explain using a low-fidelity design approach as I had not yet developed the final UI. Subsequently, I proceeded to build the UI based on this decision.
Before delving into the decision I made and the reasons behind it, let’s take a closer look at both wireframes.
Use case 1: Referral history Component at the Bottom
In this design, the referral history components are positioned at the bottom of the screen, following the explanation about the referral program.
Use case 2: Tap Options for Referral Program Components
In this design, the refer page and refer history are placed at the top as tap options, allowing users to switch between them easily.
Now, let’s explore the decision I made and the rationale behind it.
Decision
After carefully considering the two options, I decided to go with use case 1, which involves placing the referral history components at the bottom of the screen.
Why?
Attention and engagement: Placing the components at the bottom increases the likelihood of user attention and engagement.
Visibility and distraction: Placing the components at the top may cause distractions or overlook the referral program.
Prioritizing the referral program: By placing it at the bottom, the referral program receives priority and encourages user participation.
Established design patterns: Placing the referral program components at the bottom follows established design patterns and user expectations.
3)Opting for a Minimalistic Header Message Design for Enhanced Visual Appeal
One of the critical decisions in this project was to carefully choose the most effective header message to engage users and create a positive first impression.
Options 1: Header message with an illustration image from the app itself
In this option, the header message would be accompanied by an illustration that is already used in the app or very similar to it. The purpose of using the app’s existing illustration is to maintain consistency and familiarity for the users.
Options 2 :Header message with a new illustration image
In this option, the header message would be paired with a new illustration that is specifically designed for the refer and earn feature.
Options 3:Plain header message without any illustration
In this option, the header message would consist of text only, without any accompanying illustration. This approach focuses solely on the message itself, aiming for a clean and minimalist design.
Decision
After careful consideration and discussions with my peers, I made the decision to go with a plain header message without any illustration.
Why?
Improved aesthetics: The plain header message enhances the overall visual appeal of the screen.
Streamlined design: Choosing a plain header creates a more streamlined and elegant design.
Readability and comprehension: The two-line arrangement ensures easy readability and comprehension of the message.
Desired user experience: The decision aligns with the desired user experience by delivering the message effectively and creating a positive first impression.
Taking You Behind the Scenes: How I Nailed the Final Solution
With the design world embracing AI, I harnessed the power of OpenAI’s ChatGPT to enhance this project. Utilizing ChatGPT’s capabilities, I crafted a well-defined problem statement and made informed decisions throughout.
Use Case: Word of Mouth Referral 🗣️
Spread the Love: Empowering Customers to Share Their Positive Experiences
One of the key use cases I focused on was the word-of-mouth referral, where a satisfied customer becomes a brand advocate and recommends the Tata CLiQ app to their friends and family. By providing them with a referral code or a link, I incentivized the referred person to download the app and make a purchase, while rewarding the referrer with CLiQ cash.
Core Idea 💡
- The Referral Rewards Program leverages word-of-mouth marketing to drive customer acquisition and increase the app’s user base.
- Existing users are incentivized to participate and benefit from the program.
Target Users 🎯
Our target users were existing app users who had a positive experience and were willing to share it with others.
Impact on Business Metrics 📈
Customer acquisition: The referral program can increase the number of users who sign up for the Tata CLiQ app. When existing users refer their friends and family, they are essentially acting as brand advocates, which can help to increase the visibility and awareness of the app. This, in turn, can help to reduce customer acquisition costs.
Customer retention: The referral program can also help to improve customer retention by incentivizing users to make repeat purchases on the app. When users receive a CLiQ cash through the referral program, they are more likely to make a purchase again in the future. This can help to improve customer loyalty and reduce churn.
Assumptions and Challenges ❓
While implementing the referral rewards program, I made certain assumptions. I assumed that users would be willing to refer their friends and family and that the offered CLiQ cash would be a sufficient motivation for participation. The program also assumes that the cost of acquiring new customers through the referral program is acceptable and financially viable for Tata CLiQ.
Unveiling My Initial UI Solution: A Figma Journey Begins 🚀
For this solution, I designed and built all the required colors, fonts components from scratch. By creating a comprehensive library of components and their variants, I streamlined the design process and ensured seamless integration. This approach enabled efficient utilization of elements and maintained consistency across the project.
🏗️ Building UI: Constructing the User Interface
With the foundation of color palettes, font styles, and components in place, I began assembling them to create the initial UI. This phase focused on bringing the design concepts to life, although it has since evolved into the final UI. The initial UI served as a crucial stepping stone in shaping the overall design direction for the referral program.
🧪 Putting it to the Test: Evaluating Performance and Functionality
To ensure the effectiveness of my solution, I conducted usability testing with two users.
This process allowed me to gather valuable feedback and insights on the user experience and that led to iterative improvements in the design.
Learning and Growing with Each Iteration 🚀
🔮 Shaping the Future: Exploring the Scope Ahead
Integration of Neu Coins: Exploring the possibility of introducing Neu Coins as a reward currency, which can be used across various Tata products and services, enhancing the value and versatility of the referral program.
Implementing Incremental Reward System: Considering the implementation of an incremental reward system, where users earn higher rewards for referring multiple friends or achieving certain milestones.
Gamification of the Referral Program: Incorporating gamification elements into the referral program to make it more engaging and interactive.
📝Key Takeaways
Throughout this project, I gained valuable learnings that have further enhanced my skills and understanding.
Time management: I learned the importance of effectively managing time and setting realistic deadlines to ensure project milestones were met efficiently.
Utilizing existing research: Instead of conducting primary research every time, I realized the value of leveraging existing research and insights to save time and gain valuable knowledge.
Problem-solving skills: This project enhanced my problem-solving abilities as I tackled various challenges and made informed decisions to overcome them.
Iterative design process: Emphasizing the significance of iteration in the design process, I understood the value of continuously refining and improving the solution based on user feedback and insights.
These learnings have not only enhanced my technical skills but also provided me with valuable insights for future projects.
That concludes the valuable 48 hours I spent on this project. It was a fulfilling and enriching experience, allowing me to apply my skills and learn valuable lessons along the way.
I would like to express my heartfelt gratitude to my mentor, UX Anudeep Anudeep Ayyagari, and the UXM community for organizing and guiding me through the exhilarating 48-hour product design challenge. Their invaluable support and expertise have been instrumental in shaping this project and enhancing my skills.
Thank you for spending your valuable time in reading my case study and I think you really enjoyed it.
Your feedback and suggestions are greatly appreciated for my growth.
You can find me on LinkedIn — www.linkedin.com/in/moulimohanaraja/ or reach out to me via email at moulimohanaraja09@gmail.com.
By
Mouli Mohana Raja J⚡
