Delhivery Coins
Loyalty that gets redeemed, not just earned.
- Role
- Senior Product Designer
- Timeline
- May to June 2026
- Platforms
- Android, iOS and BD dashboard
- Design system
- Tarmac Design System
Our most frequent shippers had no reason to stay.
Local shippers book with us every week, yet nothing rewarded them for coming back. And most coin programs that do exist look generous but rarely pay out. Here's why, in three numbers:
- Earn
6coins
per weekly ₹300 order
- Need
25coins
before you can redeem anything
- Expire
30days
after each batch is earned
- Result
You never get there.
Book weekly and the oldest coins expire just as the balance nears 25.
reward frequent shippers with coins they actually get to spend?
Problem explainer video
A 16:9 MP4 that walks through why the balance never reaches the redeem bar.
The shippers worth keeping.
- 4.39
Local orders a month from the average business shipper
- 18,991
shippers met the entry bar of 4 orders and ₹1,000 in 30 days
- 92.5%
of them are businesses, the customers worth keeping
The program, in four numbers
A weekly ₹300 order now earns 9 coins, so a shipper can redeem by their second booking.
- coins per ₹100
- 3
- coins to redeem
- 10
- per coin
- ₹1
- day expiry
- 30
From notebook sketches to a coin worth keeping.
I sketched shapes on paper first, then built the final coin up layer by layer: a hexagon base, a bevelled rim, light and shadow facets, and finally the D.
1. Shape
2. Rim
3. Depth
4. Face
5. Facets
6. Mark
Active
Coins you can spend
Disabled
Expired or unavailable
Four dark directions, then one light answer.
Early explorations went dark and dense. The final page is light and warm, explains the earn rate with a worked example, and leads with a single action: book a Local order.
- Exploration 1
- Exploration 2
- Exploration 3
- Exploration 4
- Final
One card, refined across three rounds.
The coin card lives inside the existing booking review. Across two iteration rounds and the final, I reworked how the saving and the earn preview read, while keeping redemption a single toggle that starts off and is never auto-applied.
Iteration 1
June 15 to 22
Iteration 2
From June 23
Final
Shipped on Tarmac, June 29
Every balance gets a clear answer.
No coins yet
The toggle stays disabled; the card shows what this order will earn.
Under 10 coins
Progress, not a dead end: exactly how many more coins you need.
Ready to use
One toggle, off by default, with the saving shown in rupees.
Expiring tonight
A nudge only when coins are about to lapse.
Every touchpoint, from unlock to audit.
Unlock
A one-time card on Home
Learn
The rules, with a worked example
Track
Balance, totals, what's expiring
Review
Every coin earned and spent
Filter
Earned, spent or expired
What shipped, and what's still open.
Designed
The program's full app surface: landing, coins hub, history and filters, and every checkout state, built on the Tarmac Design System.
Measuring
First redemption within 30 days of enrolment, the share of coins that expire unused, and retention of enrolled shippers.
Still open
The redemption cap sits between 5% and 10% of an order. I'd settle it with live data before scaling the program.
The first month, in numbers.
Illustrative figures until launch data is in.
Shippers enrolled, cumulative
60% of eligible shippers enrolled by week four.
| Week | Shippers enrolled |
|---|---|
| Week 1 | 4,000 |
| Week 2 | 7,200 |
| Week 3 | 9,600 |
| Week 4 | 11,400 |
- 62%
of earned coins redeemed before they expired
- 41%
of enrolled shippers redeemed within 30 days
- 18%
of coins expired unused
- +14 pts
30-day repeat bookings against shippers not enrolled
Reflection
The best loyalty UI turned out to be mostly arithmetic: a toggle that starts off, a count of coins still to go, and a date on every coin.
More work