Redesigning Referral for 1M+ Users
Project start
December 2025
Timeline
4 months
Client
Heap Up
Services
UX, UI, User Research, IA & Data Analytics
Description
Heap Up is an app where users sign up to answer surveys, instantly redeem rewards, and help companies improve their products and services.
The platform has over one million users.
This project aimed to restructure the referral program, making it more attractive, sustainable, and capable of bringing in users who are genuinely engaged with the product's value proposition.
The challenge
Throughout 2025, we identified a progressive decline in the active user base.
The challenge was to create a new referral program that would:
Increase user acquisition
Bring in more qualified and engaged users
Showcase the value of the rewards catalog
Encourage recurring participation in market research surveys
Directly contribute to business objectives
Design Process
The first step was analyzing internal data to understand the scope of the problem, behavioral patterns, and funnel drop-off points.
To complement this analysis, we conducted:
Quantitative research with existing users
Desk research and benchmarking with other platforms that use referral programs
With these insights in hand, we ran a Design Sprint with the entire team, aligning on the problem, defining hypotheses, and co-creating solutions collaboratively — without losing sight of user needs and business goals.
Solutions delivered
The defined solution was the creation of an Referral Program, focused not only on acquisition, but also on user retention and engagement.
Users are rewarded for each new referral made. They also receive bonus rewards when referred users remain active and engaged on the platform, encouraging higher-quality referrals aligned with Heap Up's value proposition.
This way, the program motivates users to bring in friends who:
See value in the rewards catalog
Enjoy participating in market research surveys
Understand and connect with the product's purpose
How the Program Works
Referral by Sign-Up
Users can refer friends by copying a unique link or sending email invites
For each new sign-up completed through the link, the user receives an immediate reward
With each successful referral, the user progresses within the system, leveling up and unlocking collectible badges
How the Program Works
Bonus Rewards for Engaged Referred Users
When referred users remain active and engaged on the platform, the referrer receives additional rewards
This model reinforces referral quality, discouraging purely opportunistic sign-ups
The system creates a sustainable cycle of user growth and retention
Validation & Iteration
The program was initially tested with a sample of active users, enabling the collection of qualitative feedback and engagement metrics.
Based on these learnings:
We refined the referral flow
Adjusted the rewards communication
Enhanced the gamification layer
Reduced friction points in the referred users' onboarding
After launch, we continued iterating continuously, using data and user feedback to improve the experience.
Results
+56% user adoption in the referral program
Number of referral invites sent doubled
Balanced reward redemption across available prizes
Lower reward costs, as giveaway coupons had no cost and high redemption rates
