Emma AXA Mandiri Referral Program
The "Referral Program" was introduced as a gamification feature on the Emma AXA Mandiri platform, designed to engage both existing AXA Mandiri members and guest users. The program aimed to generate valuable lead data, attract new customers, and drive overall platform engagement.
The Emma AXA Mandiri platform provided the Referral Program feature, which included gamification elements such as a points system, reward redemption, task center, participant tiering, and leaderboard. Developed over six months (November 2023 – May 2024), this feature was designed to support the Banca 4.0 (Bancassurance) initiative as a game-changer for sales campaigns. The campaign officially began in June 2024.
The campaign achieved significant success, motivating participants to refer others, share content, and engage actively with the platform. The program's success was reflected in increased user activity and engagement, as well as the generation of valuable referral data.
Goals
This campaign aims to encourage all user roles including guests to invite others to register Emma AXA Mandiri, get direct prize, increase active users, try the Emma AXA Mandiri existing features, and optimize overall platform engagement.
The participants are able to view the challenge, share the content (contained with content challenge or content product), share the referral link or referral product, refer their friend, view leaderboard and tiering, follow the task center, and redeem the reward. On the admin side, they are able to set points and reward, create the task center or missions, monitor the participant activity, adjust participant points, and track the reward that was successfully redeemed.
Key Responsibilities
Feature Development: Created the 'Referral' features on Emma AXA Mandiri platform, such as point earning system, reward redeeming system, task center, participant tiering, leaderboard and referral code sharing functionalities to boost user registration and giving the direct prize for new joiners.
Admin Platform Enhancement: Enhance the admin platform to provide a new menu for setting point, setting reward, setting tasks, setting tiering, uploading the content or promoted product, view the leaderboard and table reporting to monitor participant activity and adjusting user’s point or reward.
Cross-Team Collaboration: Worked with Brand and Marketing teams to promote the referral program through various channels, to highlight the protection or insurance products that are being promoted by Banca 4.0 and align the Emma AXA Mandiri’s benefits for both members and guests.
Data Leads Channel and Voucher Integration: Lead the development of the initiative to add the new channel of the data leads of the potential customers of AXA Mandiri and the functionality of claiming the voucher directly on the platform.
Workflow
As a customer portal with various stakeholders and complex user needs, we use the Double Diamond Framework for developing the Emma Referral feature in the Emma AXA Mandiri platform, focusing on share referral link or content, join task mission, point earning system, and reward redeeming system. This approach ensures a user-centric development process that addresses key user needs, leading to a robust referral program on the Emma AXA Mandiri platform.
01
Discover
User Research: Gather requirements with stakeholders to understand their needs, and conduct interviews with collaborative teams to identify what motivates users to participate in referral programs. Explore online activities that generate points, user preferences for rewards, the referral-sharing flow, and engagement levels with gamified tasks or missions.
Market Research: Analyze successful referral and loyalty programs to identify best practices and features that would appeal to Emma AXA Mandiri’s target audience.
Data Analysis: Review existing user data on referral behaviors and platform engagement to understand how users currently interact with similar campaigns, what motivates them to refer others, and what barriers prevent them from doing so.
02
Define
Pain Points
Complex Referral and Point Tracking: Users face challenges in sharing referrals, earning points, and redeeming rewards due to complex referral processes and unclear instructions on how to earn and track points.
Low Engagement with Referrers and New Users: Users struggle to stay motivated to refer friends, while new users (referees) face difficulties completing the registration process and becoming potential customers.
Inefficient Point and Reward Systems: Users are frustrated by the lack of a seamless point system, which hinders their engagement throughout the program, and by a flawed reward system that complicates reward redemption.
User Personas
For participants or referrers who want an easy and user-friendly way to share their referral, follow task centers, view leaderboard and tiering, track their point, and redeem the reward.
For new joiners or referees who want an easy and user-friendly way to access the referral and register to Emma AXA Mandiri, get a direct prize after registration, and join the program as a participant and refer their friend.
For admin who want an easy and user-friendly way to create campaigns, upload content and challenge description, set the point and the reward, monitor the participant activity, leaderboard and tiering, adjust point and track the reward.
Problem Statement
The referral feature with points and reward system had not been implemented on the Emma AXA Mandiri platform, and users were not yet familiar with the referral flow. Users need an engaging and easy-to-use system that motivates them to share referrals, complete missions, and redeem points for meaningful rewards.
03
Develop
Ideation
Brainstorm potential solutions such as a seamless referral-sharing mechanism, gamified tasks (with capabilities to track their points and complete missions) that encourage participation, a points earning system that’s customized based on online activity, and a reward redemption flow that’s easy to navigate. Include a leaderboard design where users can see the top referrers and user tiering to motivate them to level up.
Decision Making
Provide Journey for Share Referral by Content
Design an engaging and interactive sharing experience, similar to TikTok’s interface, to encourage participants to share referral content seamlessly across various social media platforms.
Requirement:Participants are able to view challenge or product content in a layout similar to TikTok’s UI/UX.
Participant are able to receive guidance on navigating the view mode. They are able to scroll up and down to explore other challenges and enable auto-play mode.
Participants are able to share the content by clicking the ‘share’ button and selecting the 'copy link'. The referral link, with admin-predefined wording, will be copied and can be sent to their friends (non-users).
Participants are also able to share the content by selecting the social media they want to share, then they will be directed to the selected social media with the wording that admin has already set, and they are able to post it.
Participant are still able to edit or type the wording before sending it to their friend.
Provide Journey for Share Referral by Link
Design a streamlined experience for participants to access, share, and monitor their referral links and performance metrics, fostering active participation in the referral program.
Requirement:Participants are able to access their referral link on the ‘Referral’ page.
Participants are able to view their referral link and the insurance product that they already have (if they have not, the product will be empty). They are also able to see an overview of their total points earned, total referees, and total issued policies.
Participants are able to share their referral link or product by clicking the ‘share link’ button and selecting the copy link'. The referral link, with admin-predefined wording, will be copied and can be sent to their friends (non-users).
Participant are also able to share their referral link by selecting the social media they want to share, then they will be directed to the selected social media with the wording that admin has already set, and they are able to post it.
Participant are still able to edit or type the wording before sending it to their friend.
Provide Journey for Point History
Deliver a transparent point history system that ensures participants maintain their level even after redeeming points, promoting motivation and loyalty.
Requirement:Participant could earn the point by doing the activity that the admin has already set. Their point will be increasing their level.
Points that have already been earned and redeemed will be accumulated and shown on the ‘Point History’ page.
Since point accumulation will impact the participant level, if the participant redeems their point, the system will save the highest point that the participant used to achieve, and the redeemed point will not lower their level.
Provide Journey for Redeem Reward
Deliver a smooth reward redemption process that ensures participants can redeem points effortlessly while receiving clear communication on their rewards.
Requirement:Participant could redeem their point for several rewards on the ‘Redeem Reward’ page if they already achieved the reward price.
Participant who has already redeemed the reward will have their points decreased according to the points redeemed, and they can view their redeemed reward on the ‘My Reward’ page.
The system will send them the message (via email and Emma mailbox) to get the voucher code.
Provide Journey for Task Center
Encourage participants to complete tasks and missions by offering a reward system with clear progress tracking and a sense of achievement.
Requirement:Participants click 'View Detail the Dashboard' on the point card.
Participants are able to view several tasks and follow the mission to earn some appreciation point.
The progress bar will be provided to show their activity progress with ‘Not Completed’ and ‘Completed’ statuses.
Provide Journey for Participant Leaderboard
Encourage healthy competition by showcasing leaderboard rankings and enabling participants to view their peers' performance, motivating them to generate more leads.
Requirement:Participants are able to view their positions on the leaderboard with the leads that they already have.
Participants are able to search for the other participant by typing their name.
Participants are able to view the top 20 participants who get the most leads and view their level.
Testing
Test these potential feature solutions with target users to gather feedback. Focus on ease of use, how motivated users feel to share referrals, and how clear the point accumulation and redemption processes are.
04
Deliver
Development: Collaborate with the UI/UX and the engineering team to build the referral-sharing feature, points tracking, missions, leaderboard, and reward redemption flow. Ensure the platform is intuitive and mobile-friendly, as users might engage with the referral program on their phones.
Launch: Roll out the features gradually, starting with a referral-sharing flow and set the point for every online activity, then upload trending content to engage the referral activity and set the rewards based on the participant interest, to ensure stability and gather early feedback.
Feedback Loop: Monitor how users interact with the referral features and content with most shared in post-launch. Analyze data such as the number of referrals shared, points earned, and rewards redeemed. Continuously collect feedback and iterate on features to improve user engagement, such as adding new missions, upload trending content, or enhancing the activity to point generation and reward selection.
Results or Lesson Learned
Launched the referral program, aimed at increased platform registrations and improved lead generation for sales teams.
Initiated to create a new workflow for a loyalty program with a point-earning system and reward-redeeming system and potentially for a user retention program or to reuse for another campaign with various objectives.
Initiated to create a leaderboard and lead tracking as a new game changer for delivering and presenting the participant’s reports.
Enhanced overall platform engagement through targeted onboarding experiences for both referrers and referees.