Referral System Redesign
Referral System Redesign
Exploring Strategies to Increase Conversions
Exploring Strategies to Increase Conversions
Context
Context
This project was an experiment aimed at boosting our app’s referral performance. We benchmarked against competitors, studied what worked well for them, and identified where our current system was failing. While this project was never launched, it provided valuable learnings on how design can impact user motivation and trust.
This project was an experiment aimed at boosting our app’s referral performance. We benchmarked against competitors, studied what worked well for them, and identified where our current system was failing. While this project was never launched, it provided valuable learnings on how design can impact user motivation and trust.
Let’s understand what a referral system is before we get started
Let’s understand what a referral system is before we get started
What is a referral system?
What is a referral system?
A referral system is a growth strategy where existing users are encouraged to invite new users to the app in exchange for rewards. It works on trust because people are more likely to try a product recommended by friends. Typically, both the referrer and the referee earn something, in app currency, in this case.
A referral system is a growth strategy where existing users are encouraged to invite new users to the app in exchange for rewards. It works on trust because people are more likely to try a product recommended by friends. Typically, both the referrer and the referee earn something, in app currency, in this case.
But why are we doing this?
But why are we doing this?
The current referral rate of MPL is almost 1% which means, only 1% of people who comes to the referral page actually refers. And the people who go to the referral page from the home screen is also around 1%.
The current referral rate of MPL is almost 1% which means, only 1% of people who comes to the referral page actually refers. And the people who go to the referral page from the home screen is also around 1%.
Our goal was to understand why users weren’t referring and to identify ways to encourage more referrals.
Our goal was to understand why users weren’t referring and to identify ways to encourage more referrals.
the factors
the factors
Inorder to understand the problems with the current flow, let’s look at the factors that makes a good referral system
Inorder to understand the problems with the current flow, let’s look at the factors that makes a good referral system
Factors
Factors
Attractive Rewards
Attractive Rewards
Visibility
Visibility
Trust & Transparency
Trust & Transparency
Easy Sharing
Easy Sharing
Milestones
Milestones
Why it matters
Why it matters
Rewards must feel valuable and worth the effort. If not the motivation to refer will be low.
Rewards must feel valuable and worth the effort. If not the motivation to refer will be low.
If users can’t easily see the referral options within the app, they won’t use it.
If users can’t easily see the referral options within the app, they won’t use it.
If the rewards offered are not valuable or even misleading, it can lead to drop-off
If the rewards offered are not valuable or even misleading, it can lead to drop-off
Simple, fast sharing increases chances of taking action and if it’s taking a lot of steps, users may give up fast.
Simple, fast sharing increases chances of taking action and if it’s taking a lot of steps, users may give up fast.
Milestones keep users engaged through excitement, progress, and surprise. Without gamification or progress milestones, users refer once and may never return again.
Milestones keep users engaged through excitement, progress, and surprise. Without gamification or progress milestones, users refer once and may never return again.
Now let’s see how the current design looks like
Now let’s see how the current design looks like
Current referral flow
Current referral flow
Let’s look at the flow when the user signs up using a referral code or link
Let’s look at the flow when the user signs up using a referral code or link
Claim widget
Reward
Closing this takes the users again to the homepage
Rewards are not credited instantly, it may confuse the users
Reward timer
Referral page
Unrealistic reward callout
Confusing reward breakdown
Users may not see the section because they have to scroll down
Leaderboard has the potential to motivate the users a lot but the users may not see this section because of the scroll
Unclear callout
Users may not see the section because they have to scroll down
This section is more relevant for a new user and should be placed in the first fold
Users have to click on this again to go to the referral page. At this point, it can cause banner blindness
Once users claim their signup reward and visit the referral page, they no longer see referral prompts. To access it again, they have to dig into the hamburger menu. The referral widget returns on the home screen only when a bonus is unlocked, leaving most users without continuous motivation to refer.
Once users claim their signup reward and visit the referral page, they no longer see referral prompts. To access it again, they have to dig into the hamburger menu. The referral widget returns on the home screen only when a bonus is unlocked, leaving most users without continuous motivation to refer.
offer - referral page
offer - home widget
Contrast issues
Confusing rewards and offers
Defining the Problems
Defining the Problems
Our reward callouts feel exaggerated, which can cause trust issues among users.
Our reward callouts feel exaggerated, which can cause trust issues among users.
An unclear reward breakdown can confuse users and reduce motivation.
An unclear reward breakdown can confuse users and reduce motivation.
Referral widget is not prominently featured within the app which can make the users unaware of it.
Referral widget is not prominently featured within the app which can make the users unaware of it.
Some content extends beyond the first fold, so users won’t see it unless they scroll.
Some content extends beyond the first fold, so users won’t see it unless they scroll.
UI and visuals are a bit outdated.
UI and visuals are a bit outdated.
How our competitors did it?
How our competitors did it?
Before moving to solutions, we analyzed how competitors designed their referral systems
Before moving to solutions, we analyzed how competitors designed their referral systems
winzo
winzo
probo
frolic
rush
rush
frolic
probo
Points they have in common
Points they have in common
Realistic reward callouts with a breakdown accessible at a single click.
Realistic reward callouts with a breakdown accessible at a single click.
A clear and easily accessible sharing option.
A clear and easily accessible sharing option.
Key sections are placed within the first fold for immediate visibility.
Key sections are placed within the first fold for immediate visibility.
Motivation boosters like leaderboards and milestones are frequently highlighted and featured within the apps.
Motivation boosters like leaderboards and milestones are frequently highlighted and featured within the apps.
We wanted to apply what worked well and improve where we fell short
We wanted to apply what worked well and improve where we fell short
What we made
What we made
We revamped the Referral System
We revamped the Referral System
Entry point - When the user signs up using a referral code or link
Entry point - When the user signs up using a referral code or link
sign up reward
claim reward
This time, we introduced variable rewards for new users. After signing up with a referral code and reaching the home screen, they see a reward waiting to be claimed. Tapping ‘Claim Now’ lets them open the gift box.
This time, we introduced variable rewards for new users. After signing up with a referral code and reaching the home screen, they see a reward waiting to be claimed. Tapping ‘Claim Now’ lets them open the gift box.
Referral page - After the user has opened their gift box, they’ll be taken to the referral page
Referral page - After the user has opened their gift box, they’ll be taken to the referral page
how it works
refer & earn
Reward breakdown
Straight forward reward callout
Quick task list for new users to start with
Prominent sharing buttons
Quick access to Earnings and Leaderboard
FAQ
You might be wondering - why is this designed in dark mode?
You might be wondering - why is this designed in dark mode?
MPL’s long-term vision is to evolve into a fully casual platform, which includes exploring different visual themes. As an initial step, we aimed to understand user response to a dark theme, leading us to design this feature in dark mode.
MPL’s long-term vision is to evolve into a fully casual platform, which includes exploring different visual themes. As an initial step, we aimed to understand user response to a dark theme, leading us to design this feature in dark mode.
After exploring these sections briefly, new users often move on to other parts of the app and may forget about referrals. To keep their attention, we introduced referral milestones.
After exploring these sections briefly, new users often move on to other parts of the app and may forget about referrals. To keep their attention, we introduced referral milestones.
milestone - Home Widget
milestone - referral page
Reassuring the users that the mission exists
To make milestones more engaging, we implemented variable rewards. At the same time, users still receive their standard referral reward in cash, usable for playing or withdrawal.
To make milestones more engaging, we implemented variable rewards. At the same time, users still receive their standard referral reward in cash, usable for playing or withdrawal.
Referral reward - claim
milestone reward - claim
Why are the CTAs placed differently?
Why are the CTAs placed differently?
Normally, our CTAs appear on the left side of home screen widgets. However, in widgets with progress bars, the CTA is positioned on the right side, directly after the bar, so users are prompted to act immediately after seeing their progress.
Normally, our CTAs appear on the left side of home screen widgets. However, in widgets with progress bars, the CTA is positioned on the right side, directly after the bar, so users are prompted to act immediately after seeing their progress.
This is how the referral page appears for a regular user:
This is how the referral page appears for a regular user:
And whenever there’s an offer;
my Earnings
leaderboard
Learnings
Learnings
Clarity builds trust - Users are more likely to refer when rewards are communicated simply and transparently
Clarity builds trust - Users are more likely to refer when rewards are communicated simply and transparently
Gamification sustains motivation - Variable rewards like chests make referrals exciting and encourage repeated action
Gamification sustains motivation - Variable rewards like chests make referrals exciting and encourage repeated action
Visibility is critical - A well-designed referral system won’t work if users can’t easily find it
Visibility is critical - A well-designed referral system won’t work if users can’t easily find it
Experiments are valuable even if unshipped - Documenting and analyzing this exploration provided insights that can guide future referral strategies
Experiments are valuable even if unshipped - Documenting and analyzing this exploration provided insights that can guide future referral strategies
© 2025 Raslan