E-Commerce
A new program to boost engagement and amplify rewards for users.
I designed together with my team, a Coins Program using various gamification strategies to attract more users, increase engagement, and boost loyalty.
About
Daraz Coins is one of the initiatives of the loyalty program present in the Daraz buyer app. It encourages users to come back again and again to earn more coins and as a reward users are given discounts and vouchers which eventually boost loyalty, new customers, and returning customers. These coins serve acts as a virtual currency that customers can earn through various activities on the Daraz platform, such as making purchases, participating in seasonal offers, and more. We are adding new ways users can earn coins and earn more coins.
Challenge
The Coins project aimed to revamp and redesign the Coins page. Plus number of new avenues were planned to be incorporated over time to increase program success.
The project aimed to enhance user engagement, drive conversions, and strengthen customer loyalty.
Key gaps were identified in our loyalty and rewards program by the business team and program PMOs that could open up more opportunities to achieve the following
Increase engagement
Increase order spending
Increase the number of returning customers
Improve customer retention
Offer more ways for users to earn coins
Offer more discounts to users
Increase app opens with initiatives of Daily Check-In
Boost overall sales
Enhance user rewards
Games for engagement
Mission Integration on Daraz Coins Page
Encourage users to complete specific tasks to earn more Daraz Coins. These missions are designed to encourage user engagement and interaction and increase spending on the platform, providing benefits to our platform, sellers and its customers.
About
Daraz Coins is one of the initiatives of the loyalty program present in the Daraz buyer app. It encourages users to come back again and again to earn more coins and as a reward users are given discounts and vouchers which eventually boost loyalty, new customers, and returning customers. These coins serve acts as a virtual currency that customers can earn through various activities on the Daraz platform, such as making purchases, participating in seasonal offers, and more. We are adding new ways users can earn coins and earn more coins.
Challenge
The Coins project aimed to revamp and redesign the Coins page. Plus number of new avenues were planned to be incorporated over time to increase program success.
The project aimed to enhance user engagement, drive conversions, and strengthen customer loyalty.
Key gaps were identified in our loyalty and rewards program by the business team and program PMOs that could open up more opportunities to achieve the following
Increase engagement
Increase order spending
Increase the number of returning customers
Improve customer retention
Offer more ways for users to earn coins
Offer more discounts to users
Increase app opens with initiatives of Daily Check-In
Boost overall sales
Enhance user rewards
Games for engagement
Mission Integration on Daraz Coins Page
Encourage users to complete specific tasks to earn more Daraz Coins. These missions are designed to encourage user engagement and interaction and increase spending on the platform, providing benefits to our platform, sellers and its customers.
Turning Routine Actions into Rewarding Experiences
With mobile commerce dominating user behavior, we recognized that habit-forming mechanics were essential to sustain engagement. Inspired by global leaders like Lazada and AliExpress, we introduced a suite of interactive, goal-oriented features designed to reward consistent interaction.
With mobile commerce dominating user behavior, we recognized that habit-forming mechanics were essential to sustain engagement. Inspired by global leaders like Lazada and AliExpress, we introduced a suite of interactive, goal-oriented features designed to reward consistent interaction.
Through in-depth user interviews, behavioral analytics, and competitor benchmarking, we identified three core opportunities:
Users wanted more ways to earn coins beyond purchases.
The experience lacked visual feedback and progress tracking.
There was no emotional hook—coins felt transactional, not rewarding.
We responded by designing:
✅ Daily Check-Ins – Simple, consistent actions that build habit loops.
✅ Missions & Challenges – Time-bound tasks (e.g., “Browse 3 categories”) that encourage exploration.
✅ Coin Cashback on Purchases – Immediate, tangible value tied to spending.
Each feature was wrapped in micro-interactions, celebratory animations, and progress bars to create moments of delight—turning routine app usage into a playful, rewarding journey.
While many loyalty programs overcomplicate redemption or hide value behind tiers, we took a radically simple approach tailored to Daraz’s diverse user base across Pakistan, Bangladesh, Sri Lanka, Nepal, and Myanmar.
We restructured the information architecture of the Coins hub to prioritize:
Clarity: “How many coins do I have?” and “How can I earn more?” answered instantly.
Accessibility: One-tap access from the homepage and cart.
Transparency: Real-time updates on mission progress and redemption eligibility.
Visual design leaned into vibrant yet clean aesthetics—using Daraz’s brand colors with energetic accents, bold typography, and intuitive iconography. Even on low-end devices, the interface remained fast, legible, and joyful.
Crucially, we localized microcopy to resonate emotionally—using phrases like “You’re just 2 coins away from a discount!” instead of generic prompts—making the system feel personal, encouraging, and human.
From day one, we embedded measurable KPIs into the design process. Early prototypes were tested with real users across five countries, revealing key insights:
Users ignored missions if rewards weren’t visible upfront.
Animation delays caused perceived lag on older devices.
“Coin balance” needed to appear in multiple contexts (cart, profile, homepage).
We rapidly iterated—simplifying flows, optimizing load states, and surfacing rewards earlier. A/B tests confirmed that users who completed their first mission were 3.2x more likely to return within 48 hours.
Post-launch, we partnered with Daraz’s data team to implement behavioral tracking—monitoring mission completion rates, coin redemption velocity, and DAU correlation—ensuring continuous optimization.
True loyalty isn’t built on points—it’s built on feeling valued. To humanize the experience, we infused emotional design throughout:
A celebratory confetti animation on coin earnings.
Personalized milestone messages: “Wow! You’ve earned 500 coins this month—keep going!”
Dynamic progress indicators that “fill up” with satisfying motion.
These subtle touches transformed the Coins Program from a functional feature into a source of daily joy—reinforcing Daraz’s brand promise of being “for the people, by the people.”
+15%
Improved Retention of new buyers
+15%
Repeated User Purchases
+84%
Daily Active Users
+2.1m
missions completed weekly