KettoOne is a comprehensive rewards and loyalty program designed for Ketto's Social Impact Plan (SIP) users, transforming the donation experience into an engaging, gamified journey. As part of the design team, I helped create an ecosystem where users earn "Ketto Hearts" for their charitable actions and redeem exclusive rewards, fostering long-term engagement while supporting social causes. The program successfully increased user retention by 23% and donation frequency by 18% within the first six months of launch.
COMPANY
KETTO
SCOPE
UI/UX Design, Design Systems
TEAM
Karan, ARUSHI, SIDHARTH
TIMELINE
2024 · MUMBAI [🇮🇳]
MY ROLE IN THE PROJECT
As a UI/UX Designer on the Ketto ONE team I collaborated closely with PM's, developers, and stakeholders to design and iterate on key user flows and interface components.
My responsibilities included creating prototypes for the rewards redemption system, designing the gamification elements, and ensuring consistent visual language across the loyalty program touchpoints.
CONCEPT
The core concept behind KettoONE emerged from a critical insight: traditional donation platforms often lack mechanisms to build lasting relationships with contributors.
With an objective to improve user engagement and incentivise positive actions on its platform the challenge was to create a system that not only rewards users for their contributions but also encourages ongoing participation and social good, while making the experience enjoyable and meaningful.
KEY ASPECTS
01
Gamifying the giving experience
02
Creating a tangible value
03
Building community
04
Upsell other Ketto products
DESIGN
The design emphasis warm, inviting colors and friendly iconography to reinforce the positive, community-driven ethos with the use of micro-interactions to add delight and feedback.
A simplified and familiar navigation, clarifying the points system, and making the reward redemption process seamless.
KEY FEATURES
▪︎
Ketto Hearts
Users earn Ketto Hearts through donations and performing acts of kindness (leaving good wishes, supporting campaigns) and completing level-up challenges. Points are visually tracked, with clear feedback on how to earn more.
▪︎
Level-up Challenges & Streaks
Regular level-up challenges and streaks (such as 'Thankful Thursdays' & 'Happy Hours') incentivize consistent engagement. Bonus hearts for maintaining streaks and participating in themed activities.
▪︎
Reward Redemption & Pay it forward
Ketto Hearts can be redeemed for offers, gift cards, and memberships from various brands. Direct donations or gifts (meals, medicines, flowers) to beneficiaries via the "Pay It Forward" section. Rewards are categorised and easy to browse, enhancing discoverability.
▪︎
Tier System
Users progress through tiers: Supporter, Changemaker, Champion, and Superhero. Higher tiers unlock exclusive rewards and greater recognition, providing long-term motivation.
▪︎
Community & Impact Visualisation
Users can see their impact over time, fostering a sense of accomplishment and community belonging.
DESIGN GOALS
01
Business Objectives
Build loyalty among the user base to drive engagement, retention, and lifetime value
Create bragability through exciting rewards and gratifying experiences
Upsell other products like 'Health First' insurance using the gamified reward system
02
User Objectives
Foster a sense of community and belonging among participants
Provide clear value proposition for choosing Ketto over competitors
Ensure users feel their reward consumption contributes to the greater good
03
Product Objectives
Leverage emotional connections during major events and seasonal campaigns
Create strong referral mechanisms to expand the community
Create an exciting, gamified experience with clear progression paths
OUTCOMES
01
Increase in Daily Active Users
25-35% of total members engaging daily with platform activities
02
Peer-to-Peer Referrals
20-30% increase in organic user acquisition through referrals
03
Average time Spent
Average 6-12 minutes per session (3x higher than the regular time spent on the app)
04
Engagement Frequency
4-6 platform interactions per week per active user with 40% of them converting Ketto Hearts to redeem rewards.
05
70-80% Repeat Actions
The 'Ketto Hearts' system promoted users performing multiple acts of kindness.
06
New SIP users
The rewards, and the referral program bought in 300+ new SIP(Social Impact Plan) users within the first month of launch
Ketto ONE transformed the act of giving into an engaging, rewarding, and community-centric experience. By blending gamification, tangible rewards, and social good, the platform not only increased user participation but also amplified its positive impact among users.
GET IN TOUCH
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I'm always open to new opportunities, collaborations, and connections. Whether you have a project you'd like to discuss, want to share your work, or just say hi! Feel free to reach out.
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SYDNEY
DESIGNING FOR HUMANS