Issues to be fixed
Before
Low Conversion
Customers skipped the screen entirely
No Emotional Hook
Cold, functional UI after a highly emotional purchase
Poor Hierarchy
The rewards were unclear and buried
Unfocused CTA
Too many small actions, no clear path
Starting Point
The referral component appeared right after a purchase but had low engagement.
Users often skipped it due to: Cluttered layout, Transactional tone, Overwhelming steps, Lack of emotional connection
Before & After
Create a referral experience that feels human, rewarding,
and effortless, immediately after checkout.
Main Goal
Create a referral experience that feels human, rewarding,
and effortless, immediately after checkout.
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