Refer & Earn

Gamifying referrals to onboard 6,000+ new users every month.

Role
Senior Product Designer
Launched
January 2026
Product
Delhivery Direct app
Platforms
Android and iOS
Refer & Earn after the first referrals, Level 1 in progress
The Refer & Earn page: Earn ₹100, a share code, and the rewards card
Top Referrer: all four levels completed

Every new user cost ₹600–700 to acquire.

At that price, growing Delhivery Local at scale wasn't sustainable. We needed a cheaper way to bring in new shippers, and a reason for them to ship more often once they arrived.

Paid acquisition₹600–700 per user
Referral, at most₹240 per converted user
₹100 to the new user, ₹100 to the referrer, and a ₹200 bonus every 5 referrals (₹40 each). Paid only after a delivered first order of ₹100 or more.
How might we

reduce acquisition cost while getting new users to ship more often?

Both sides earn, but only after a real order.

  1. 1

    Share your code

    From the Refer & Earn page, in one tap on WhatsApp, SMS or a copied link.

  2. 2

    Friend signs up with it

    The code links both accounts at sign-up and can't be changed later.

  3. 3

    Friend's first order is delivered

    An order of ₹100 or more, and ₹100 lands in each wallet.

  • Level 1 crownLevel 1
  • Level 2 crownLevel 2
  • Level 3 crownLevel 3
  • Level 4 crownLevel 4

Then it becomes a game.

Every 5 successful referrals completes a level: a new crown and a ₹200 bonus on top. Four levels, then Top Referrer.

Three directions before the final page.

The early versions led with a plain code and counters, then tried a dark, premium look. The final one keeps the red reward hero, puts sharing first, and adds the level progress card.

  1. Exploration 1: Code and counters

    Exploration 1

    Code and counters

  2. Exploration 2: Dark, premium

    Exploration 2

    Dark, premium

  3. Exploration 3: Light, benefits-led

    Exploration 3

    Light, benefits-led

  4. Final: Hero, share, progress

    Final

    Hero, share, progress

One scroll, built to get you sharing fast.

The full Refer & Earn page, top to bottom

  1. Money as the hook

    The illustration and “Earn ₹100” hold attention for the first few seconds and pull people into scrolling.

  2. Share first

    Copy, WhatsApp and share sit right under the code, so sharing a code takes one tap.

  3. Progress you can see

    Levels at 5, 10, 15 and 20 referrals, each adding a ₹200 bonus on top of the per-referral reward.

  4. Interest builds gradually

    Benefits follow the progress card to explain the banner's promise, then “How to earn” shows exactly how to get it.

Every 5 referrals earns a new crown.

Each level is its own celebration screen with a milestone journey underneath, so the next reward is always one step away. Completing all four makes you a Top Referrer.

  1. Level 1 celebration screen

    Level 1

    5 referrals

  2. Level 2 celebration screen

    Level 2

    10 referrals

  3. Level 3 celebration screen

    Level 3

    15 referrals

  4. Level 4 celebration screen

    Level 4

    20 referrals

  5. Top Referrer celebration screen

    Top Referrer

    All levels done

The refer page fills up as you go.

  1. The refer page at 0 referrals
    0referrals
  2. The refer page at 3 referrals
    3referrals
  3. The refer page at 5 referrals
    5Level 1 done
  4. The refer page at 10 referrals
    10Level 2 done
  5. The refer page at 15 referrals
    15Level 3 done
  6. The refer page at 20 referrals
    20Top Referrer

From a WhatsApp message to ₹100 in the wallet.

  1. The invite: Arrives as a pre-filled WhatsApp message

    The invite

    Arrives as a pre-filled WhatsApp message

  2. The code: Asked once, during sign-up

    The code

    Asked once, during sign-up

  3. Applied: Linked to the referrer for good

    Applied

    Linked to the referrer for good

  4. The nudge: ₹100 waiting on Home

    The nudge

    ₹100 waiting on Home

  5. The goal: Book a first order to unlock ₹100

    The goal

    Book a first order to unlock ₹100

Ask at the moment of delight.

After launch there was no surface promoting the program. Referral cards now appear where intent peaks: when a delivery lands, right after booking, after a good driver rating, and in the wallet.

  1. After delivery: Highest intent: the package just arrived

    After delivery

    Highest intent: the package just arrived

  2. After booking: A quiet card below the tracking CTA

    After booking

    A quiet card below the tracking CTA

  3. After rating: Share opens with the message pre-filled

    After rating

    Share opens with the message pre-filled

  4. In the wallet: An Earn ₹100 entry beside the balance

    In the wallet

    An Earn ₹100 entry beside the balance

Referrals became a growth channel.

January to May 2026

new users joined through referrals
30k
new users a month
6,000+
rewards used
12k
of new users retained
40%

What's next

Measure which touchpoint drives the most shares, and test whether levels keep top referrers going after Level 4.

More work