Loyalty Program - Craft My Plate
Designing a loyalty and referral ecosystem for Craft My Plate to boost retention, referrals, and re-engagement through value-driven incentives.
Position
Product designer
Team
1 Senior, 1 Junior & 1 Intern
Timeline
2 Weeks
Overview
Quish was looking to strengthen its customer engagement and long-term growth by designing a loyalty and referral program. The vision was not only to increase customer lifetime value but also to build a system that could encourage referrals, retain dissatisfied customers, reduce sensitivity around premium pricing, and promote digital-first ordering behavior. Beyond transactions, the program also needed to act as a feedback and insights engine to improve decision-making and unlock new customer acquisition opportunities.
Problem Statement
Despite a strong product offering, the brand faced challenges in sustaining repeat orders and converting satisfied customers into advocates. Loyal customers were not rewarded for their continued support, and organic referrals through word-of-mouth often went unrecognized. The perception of premium pricing discouraged frequent reorders, while unhappy first-time customers rarely gave the service a second chance. On the operational side, manual customization via calls drained efficiency, duplication across ordering sources created inconsistencies, and there was no system to track referral sources or measure customer lifetime value. Feedback, when received, was sporadic and lacked structure, leaving packaging and event touchpoints underutilized for customer engagement
Process
I began by mapping out the small but critical challenges customers faced throughout their ordering journey. To go deeper, I spoke with both users and team members to understand what drove people to reorder, refer others, or drop off after their first experience. These conversations, along with behavioral observations, helped me identify the moments that needed intervention and shaped the tone, structure, and timing of the loyalty and referral program.
Loyal & First-Time Customers
I enjoy the food, but there’s nothing that makes me want to reorder often. For first-timers like me, the price feels high unless there’s an incentive to come back
Referral-Driven Customers
I tried Quish because a friend recommended it. If both of us got rewarded, I’d happily spread the word and bring in more people
Unhappy & Traditional Customers
My first order didn’t go well and there wasn’t any follow-up, so I never returned. I also find it easier to just call rather than use the app, since there’s no extra benefit for me to switch.
Problems
After conducting in-depth user interviews, surveys, and a UX audit, we identified several friction points across the ordering journey. By grouping similar insights and analyzing user behavior, we translated these pain points into key problems that directly impacted user experience and conversion.
Lack of system to reward loyal customers led to low repeat orders and engagement.
First-time users found no reason to reorder due to perceived high pricing and no credits or cashbacks
Manual tracking made it difficult to measure referral sources and customer lifetime value.
Feedback and engagement touchpoints were underutilized, reducing brand connection.
Solutions
To solve the challenges around loyalty, retention, and referrals, I designed a structured, tier-based loyalty and referral system that delivers value to both new and existing customers while driving consistent in-app engagement.
I designed a tier-based loyalty and referral system powered by a coin economy, where users earn coins for actions like ordering, referring, and engaging in-app—redeemable for real value.
Three loyalty tiers (Bronze, Silver, Gold) unlock increasing rewards such as cashback, bonuses, and exclusive benefits, motivating repeat orders and creating a sense of progress.
A banyan tree referral model rewards users for every successful referral chain, driving word-of-mouth growth and sustained engagement.
To enhance trust and re-engagement, I introduced transparent reward tracking, quick withdrawal flows, and special incentives like birthday treats and welcome bonuses.
Designs
After finalizing the key ideas, I moved into the design phase creating wireframes, high-fidelity screens and prototypes. The focus was on improving visual hierarchy, simplifying navigation, and making the ordering journey more intuitive and transparent for users.
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