Refer a Friend Experience

01 — The Problem

Current Referral Program Scenarios and Logics

After empathising and checking the data we found that customers are unable to understand current refer a friend program, they don't feel motivated during referring this to friends, also they do don't have have clear picture of the referred friends.

Current logic is When a referred friend signs up and start playing cash games, both the referrer and the new user earn a reward. However, not every referred user plays a cash game, which often leads to the referrer feeling discouraged and abandoning the RAF program halfway through.

02 — Metrics

Measured the data between previous benchmarks and optimized states.

03 — UX Strategy

Simplifying Referrals to Drive More Sharing & Engagement

We redesigned the referral program in two phases to make the journey simpler, easier to understand, and more rewarding for users.

Phase 1: Simplifying the Referral Journey

In the first phase, we focused on shortening the referral process and bringing greater clarity to the program from the very first screen. The referral journey was simplified to help users quickly understand how the program works, what they can earn, and what actions they need to take.

We also introduced a new reward structure:

• * Referred friend earns ₹50 on sign up.
• * Users earn ₹50 for every successful referral.
• * Users also receive 5% off every time their referred friend plays a contest, allowing them to continue earning rewards from their referral network over time.

To make the process even easier to understand, we introduced a "How it Works" section in the first view, giving users a quick overview of the complete referral and earning journey.

We introduced a comprehensive Referral Dashboard, allowing users to:

• * Track which friends have successfully signed up.
• * Identify friends who have not yet completed the signup process.
• * Send WhatsApp reminders to pending referrals directly from the platform.
• * Track how much they have earned through referrals.
• * Monitor the overall performance and activity of their referral network.

We also expanded the program beyond regular users by introducing an opportunity for influencers to participate and earn through their own networks. This allowed creators and influencers to share their referral links with a larger audience and generate greater earning potential.

By making referrals easier to understand, track, and share, the redesigned experience was designed to drive stronger sharing, engagement, referral growth, and brand awareness across the platform.

Majorly goal is to Boosting Referral Participation Rate, Maximizing New Users Acquired, Improving Conversion Rate of Referrals, Reducing CPA, and Elevating Retention Rate.

Phase 2: Turning Referrals Into a Daily Engagement Loop

After launching Phase 1, we saw strong early results across key referral metrics. The redesigned experience helped increase engagement and referral activity while reducing drop-offs in the overall referral journey. The positive response gave us the confidence to take the program further and explore new ways to create sustained, long-term engagement.

For Phase 2, the goal was to move beyond one-time referrals and encourage users to actively share and promote the program on a daily basis.

Choose Your RAF Program

We introduced a new concept called "Choose Your RAF Program", designed around consistency and daily participation.

Instead of offering a single referral reward, users could choose a goal-based plan based on how many people they wanted to refer every day. To unlock the reward, users needed to maintain their selected referral target consistently for an entire month without breaking their streak.

For example:

• * Share with 5 people every day for 30 days → Earn up to ₹1,000
• * Share with 10 people every day for 30 days → Unlock a higher reward
• * Share with 20 people every day → Unlock premium rewards such as a bike
• * Share with 30 people every day → Compete for high-value rewards such as a car

The rewards could be adjusted based on campaign budgets, but the core strategy remained the same: give users a clear goal, create a daily habit, and reward consistency.

This transformed the referral program from a one-time action into a recurring engagement loop, encouraging users to come back every day, maintain their streak, and continue sharing within their network.

Every Influencer Earning Program

Alongside the user referral program, we introduced a dedicated initiative for influencers called the "Every Influencer Earning Program."

The idea was to encourage creators to make content around the RAF program and reward them based on the engagement their content generated.

The reward structure followed a scalable milestone-based model. For example:

• * 4 likes → ₹1
• * 40 likes → ₹10
• * 400 likes → ₹100
• * 40,000 likes → ₹1,000

The engagement thresholds and reward amounts could be adjusted based on the available campaign budget, while keeping the overall growth strategy consistent.

By creating an incentive for influencers to produce and share RAF-related content, the program was designed to generate organic reach, increase brand visibility, drive conversations, and bring new users into the referral ecosystem.

Designing for Growth Beyond the Product

For both programs, we designed the complete user journeys and key experience screens around goal selection, progress tracking, streaks, rewards, and creator participation.

The objective was to create a referral ecosystem that could scale through three powerful growth drivers: user consistency, social sharing, and creator-led amplification.

Explore the screens below to see how these concepts were translated into the final product experience.

04 — Typography

According to our brand guidelines we utilize Roboto. It is a clean, structural, and regular sans-serif typeface, chosen specifically for its flawless readability and seamless cross-platform integration.