2023 / MOBILE APP · 0→1 · RETENTION
Gamifying reseller progress to build loyalty
At Raena, an Indonesian beauty reseller platform, I designed its first loyalty experience using levels, challenges, rewards, and leaderboards.
MY ROLE
Sole UI/UX Designer
TIMELINE
TEAM
Product Manager, CSO, CTO and Engineers
RESPONSIBILITIES
Research Synthesis, Product Design, Prototyping, Usability Testing.
Project Overview
Raena is a marketplace where beauty resellers source products to sell to their own customers.
Because resellers can buy the same products from multiple suppliers, price plays a major role in where they choose to purchase. That makes reseller retention critical to Raena’s business. If resellers only return when Raena offers the lowest price, their loyalty remains fragile.
THE PROBLEM
Resellers could easily switch to cheaper suppliers, making loyalty fragile. Raena needed to give them reasons to stay beyond price alone.
THE SOLUTION
I designed a loyalty system using points, levels, challenges, rewards, and leaderboards, giving resellers clear goals to work toward and benefits to unlock.
THE IMPACT
Retention increased among smaller resellers in Tier 2 and Tier 3 Indonesian cities.
This improvement also contributed to Raena’s overall reseller retention increasing from 60% to 63%.
MY SPECIFIC RESPONSIBILITIES
Translated existing reseller research into design requirements for the loyalty experience.
Designed the loyalty experience end to end, turning the gamification direction into flows, interactions, and UI.
Validated and refined the experience through cross-functional usability testing before launch.
Key Design Decisions
Three decisions shaped how progress, rewards, and next steps appeared throughout the experience.
Bring progress into the shopping journey
Challenge progress was surfaced within existing shopping touchpoints, helping resellers stay aware of active rewards while browsing on the Brand Page and considering purchases on the Product Detail Page.
Show what each milestone unlocks
I made future rewards visible upfront and let resellers compare benefits across milestones, so they could understand what they were working toward.
Break larger goals into clear, achievable steps
Larger goals became more actionable by showing current progress, the remaining target, and which actions counted toward completion.
Testing & Iteration
Pre-launch: validating whether the loyalty flow was easy to understand
I tested the clickable prototype with 12 internal participants before launch to check whether the core loyalty flow was understandable. Because the participants were employees rather than resellers, I treated this as a usability check, not evidence that the loyalty concept would motivate real users.
Post-launch: adapting the experience to operational needs
THE PROBLEM
Reward claims used a free-text address field, which resulted in inconsistent address formats that were difficult for the shipping team to process.
WHAT CHANGED
The form was redesigned with the reseller's address pre-filled from our database and structured location fields for province, city, district, and sub-district, while keeping the information editable.
Outcome & Impact
Retention increased among smaller resellers in Tier 2 and Tier 3 Indonesian cities.
This improvement also contributed to Raena’s overall reseller retention increasing from 60% to 63%.
Reflection
This project taught me to look beyond the interface. After launch, the address issue showed me that a design can work well on screen but still fail when it meets real operational needs.
Since then, I have paid more attention to the systems, teams, and constraints surrounding the product, not just the user-facing experience.
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