Design Actions


Replaced generic visuals with a warm, personal photo of two women sharing a secret

Used clear contrast and bold CTA buttons to emphasize the reward selection

Simplified the flow to 1 clear step before share

Added checkbox and clarification for non-U.S. users

Optimized for mobile-first readability and clarity

Impact


+35% sign-up rate increase

Higher email share rates

Improved perception of brand generosity post-purchase

My Role


Full ownership of redesign

A/B tested variants with CRM team

Delivered dev-ready components for implementation

Why It Worked


Because referrals are emotional.
People share moments, not just coupons.
We made the referral feel like a gift not a promotion.

James Allen the largest online diamond retailer globally