Ruma Kumari

Designed the Referral Program, boosting revenue by streamlining the process

PRODUCT DESIGN

UX RESEARCH

WEB/ MOBILE

WEB/MOBILE

WEB/ MOBILE

SkilloVilla is an online learning platform that turns skill-building into real job opportunities. Offering live classes, expert mentorship, and support with resumes and interview prep, SkilloVilla partners with 300+ companies and has a strong track record in helping students launch their careers across various industries.

Worked with product managers, business team, stakeholders and engineers.

Jul, 2024 - Sept, 2024

problem

objective

impact

research

user flow

wireframes

final design

conclusion

problem

objective

impact

research

user flow

wireframes

final design

conclusion

At SkilloVilla, our mission is to connect learning with real-world opportunities, but we knew we had to boost our revenue to keep growing. That’s when we decided to launch an exciting referral program aimed at driving engagement and increasing enrollments.

This approach revealed three significant challenges that affect both users and the business.

The business team struggled with tracking referrals accurately. This led to errors in tracking rewards, delays, and inefficiencies in managing user referrals.

Users lacked clarity on their rewards, with no system to track progress or timelines, leading to frustration and reduced engagement.

Users lacked clear information about the referral program and did not have an effective way to be encouraged or motivated to invite their friends.

"How can we streamline the referral process to reduce confusion for both users and the business, while motivating users to refer more friends and driving higher enrollment rates?"

To achieve this, we focused on our two main objectives:

By incentivizing users to refer friends, we aimed to create new opportunities for growth with each successful referral.

By providing appealing rewards, we sought to boost user participation and cultivate a thriving community.

"We aimed to leverage user satisfaction to drive growth by encouraging users to refer their friends and share their experiences."

*For confidentiality reasons I have omitted the actual values for these metrics.

Key Takeaways from Competitor Analysis:

Transparency : Platforms with transparent, real-time tracking like UpGrad and CRED see better engagement as users can clearly see the status of their referrals.

Gamification and Milestones : Gamification in CRED’s referral program boosts motivation and encourages repeat referrals, which could be an effective tactic.

Non-monetary Rewards : Programs like Masai’s show that career-related or skill-building rewards can be a strong incentive for target audiences focused on personal growth.

I've created three flows illustrating the Referrer, the Referee, and how the Referrer receives their reward once their friend successfully enrolls in SkilloVilla’s career track.

Here's a sneak peek of my low-fidelity wireframes. At this stage, I concentrated on the core functionality and layout before moving into detailed design.

Each element is designed to address user pain points, provide clarity, and drive excitement through a seamless and intuitive interface. Here's how the final design brings these goals to life.

The Referral Dashboard provides an overview of earning rewards by referring friends, with a tracker for additional rewards and a referral link section. Users can view top participants and find answers in the FAQ.

This gamified view motivates users to refer more friends, with a rewards tracker showing how they can unlock extra rewards after specific referral milestones.

Our gamified referral program offers bonus rewards at referral milestones, with chest icons for an exciting, unlockable experience. Each milestone achieved brings users closer to new rewards, adding motivation to keep referring friends.

When a user refers friends, the "Track Referrals" section becomes visible, showing their total earnings and referral count. A "My Referrals" CTA directs users to the Referral Tracking page for detailed progress.

On the My Referrals page, users can view detailed statuses of each referral, such as Signed Up, Purchased, Reward Received, Failed etc. A reward criteria section clarifies when users will receive rewards, resolving any confusion.

The key things which I got to learn from this project are:

Learned how crucial it is to align design decisions with the company's business objectives. It not only improves user experience but also drives business outcomes.

Discovered that gamifying the referral process and providing clear incentives can boost user retention, turning one-time users into loyal advocates, which directly contributes to growth.

Learned the importance of tracking key metrics such as referral conversion rates, user engagement, and reward redemption to make data-driven improvements to support business.

Designed an automated referral program to drive revenue and increase referrals by identifying and addressing key pain points for both users and the business.

Designed an automated referral program to drive revenue and increase referrals by identifying and addressing key pain points for both users and the business.

Designed an automated referral program to drive revenue and increase referrals by identifying and addressing key pain points for both users and the business.

Created responsive, visually engaging interfaces with a user-friendly flow, gently nudging users to share referrals.

The business team struggled with tracking referrals accurately. This led to errors in tracking rewards, delays, and inefficiencies in managing user referrals.

The business team struggled with tracking referrals accurately. This led to errors in tracking rewards, delays, and inefficiencies in managing user referrals.

Users lacked clarity on their rewards, with no system to track progress or timelines, leading to frustration and reduced engagement.

Users lacked clarity on their rewards, with no system to track progress or timelines, leading to frustration and reduced engagement.

Users lacked clear information about the referral program and did not have an effective way to be encouraged or motivated to invite their friends.

Users lacked clear information about the referral program and did not have an effective way to be encouraged or motivated to invite their friends.

By incentivizing users to refer friends, we aimed to create new opportunities for growth with each successful referral.

By incentivizing users to refer friends, we aimed to create new opportunities for growth with each successful referral.

By providing appealing rewards, we sought to boost user participation and cultivate a thriving community.

By providing appealing rewards, we sought to boost user participation and cultivate a thriving community.

Key Takeaways from Competitor Analysis:

Key Takeaways from Competitor Analysis:

Transparency : Platforms with transparent, real-time tracking like UpGrad and CRED see better engagement as users can clearly see the status of their referrals.

Transparency : Platforms with transparent, real-time tracking like UpGrad and CRED see better engagement as users can clearly see the status of their referrals.

Gamification and Milestones : Gamification in CRED’s referral program boosts motivation and encourages repeat referrals, which could be an effective tactic.

Gamification and Milestones : Gamification in CRED’s referral program boosts motivation and encourages repeat referrals, which could be an effective tactic.

Non-monetary Rewards : Programs like Masai’s show that career-related or skill-building rewards can be a strong incentive for target audiences focused on personal growth.

Non-monetary Rewards : Programs like Masai’s show that career-related or skill-building rewards can be a strong incentive for target audiences focused on personal growth.

The Referral Dashboard provides an overview of earning rewards by referring friends, with a tracker for additional rewards and a referral link section. Users can view top participants and find answers in the FAQ.

The Referral Dashboard provides an overview of earning rewards by referring friends, with a tracker for additional rewards and a referral link section. Users can view top participants and find answers in the FAQ.

This gamified view motivates users to refer more friends, with a rewards tracker showing how they can unlock extra rewards after specific referral milestones.

This gamified view motivates users to refer more friends, with a rewards tracker showing how they can unlock extra rewards after specific referral milestones.

Our gamified referral program offers bonus rewards at referral milestones, with chest icons for an exciting, unlockable experience. Each milestone achieved brings users closer to new rewards, adding motivation to keep referring friends.

Our gamified referral program offers bonus rewards at referral milestones, with chest icons for an exciting, unlockable experience. Each milestone achieved brings users closer to new rewards, adding motivation to keep referring friends.

When a user refers friends, the "Track Referrals" section becomes visible, showing their total earnings and referral count. A "My Referrals" CTA directs users to the Referral Tracking page for detailed progress.

When a user refers friends, the "Track Referrals" section becomes visible, showing their total earnings and referral count. A "My Referrals" CTA directs users to the Referral Tracking page for detailed progress.

On the My Referrals page, users can view detailed statuses of each referral, such as Signed Up, Purchased, Reward Received, Failed etc. A reward criteria section clarifies when users will receive rewards, resolving any confusion.

On the My Referrals page, users can view detailed statuses of each referral, such as Signed Up, Purchased, Reward Received, Failed etc. A reward criteria section clarifies when users will receive rewards, resolving any confusion.