Designing the GIVA Referral Program
Project Type
Concept
Product led growth
Team members
1
Designer
Role
Product Designer
Problem
How can we drive higher engagement, new user acquisition, and retention by leveraging GIVA’s loyal user base through an optimized referral program?
Final outcome
A streamlined referral experience with better visibility and clear rewards boosted engagement, referrals, and user acquisition.
What ?
GIVA’s referral program allows customers to earn rewards by inviting their friends and family to shop. Here’s how it works:
🤝 Invite a Friend – Share your referral code with friends or family.
🛍️ Friend Makes a Purchase – When they buy jewellery from GIVA, the referral is counted.
🎁 Earn a Reward – After the return window closes, you receive a free gift on your next order.
This program incentivizes users to refer new customers while rewarding their loyalty with free gifts.
Why ?
Referrals have reached a saturation point in the product, People want exclusivity subconsciouslyInvite a Friend – Share your referral code with friends or family.
Users who use referral have a conversion rate 1.5 X greater than those who don’t
Primary qualitative research
But why people are not referring to friends & family?
👀
Low Visibility
Users don’t see the referral program due to poor placement, lack of promotions, or missing reminders.
😤
Unclear Incentives
People are unsure about the rewards, how they work, or if they are worth the effort.
‼️
Tricky Referral Process
A complicated or lengthy process discourages users from sharing referrals.
What we learnt from other products?
🤝 – Both the referrer (who invites) and the referee (who joins) should receive rewards, creating a win-win experience.
🎁 – The referral program should align with the product’s core value and offer rewards that genuinely motivate users.
⚡ – The process should be simple, intuitive, and easily accessible across platforms.
⏳ – Referral prompts should appear when users are most engaged—such as after placing an order or achieving a milestone.
User flow
Referrals will work if
💎 Boost visibility on checkout, PDP, and home screen
✉️ Simplify messaging with clear, concise language
🔗Streamline sharing by reducing steps and making reward tracking
Referrer Flow
Logics behind design decisions:
Feature touchpoints — we decided to have two major touchpoints for this:
Profile page — Due to its relevance to wallet , we decided to place this feature within the ‘Profile’ section, where users can conveniently access and manage their wallet recharges.
Homepage — Since this is the first page that the user lands on after logging in, it was important to highlight the feature here.
Referee Flow
After the referee clicks on the referral link that they received from their friend, they land on the a pop up which asks them to accept free cash and shop .
🎯
Gamify the Referral Experience
👀
🔔
Real-Time Nudges
🤝
Referral Customization
Learnings
🔹 Strategic placement drives adoption
Highlighting wallet benefits across key pages will boosted user engagement.
💡 Simplifying financial interactions enhances experience
A more intuitive recharge process led to increased usage.
✨ Micro-design tweaks create significant impact
Small nudges significantly improved awareness and adoption of GIVA Wallet.
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