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Client
HCCB – Coca-Cola
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Service
UX Design & Loyalty
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Industry
FMCG & Beverages
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Company Size
50,000+
The client
If you quench your thirst with soft beverages, you are a fan of this brand already. India’s beverage distribution landscape is built on the relationships and motivation of the distributor and retail sales representative network — and loyalty programmes are one of the primary tools manufacturers use to sustain that motivation at scale. This leading Indian beverage brand had invested in the Rishta Rewards digital loyalty platform to incentivise distributor representatives across India, but the programme was underperforming its commercial potential. User frustration with opaque redemption mechanics, unintuitive navigation, and insufficient engagement features was suppressing participation and undermining the programme’s ability to drive the commercial behaviours it was designed to reward.
The problem
The Rishta Rewards loyalty platform was experiencing user engagement challenges limiting its effectiveness as a commercial motivation tool across the distributor and retail representative network in India. Despite significant investment in the programme’s commercial structure, the user experience was creating barriers preventing participants from fully engaging with rewards, understanding their progress, or feeling motivated to perform the actions the programme was designed to incentivise.
- Opaque Targets and Redemption Creating User Frustration — Users lacked clear visibility into their progress toward targets, the mechanics of point accumulation, and options available for redemption. This opacity created frustration and eroded confidence in the programme’s fairness — reducing participation among the high-performing individuals the loyalty programme was most designed to retain across India.
- Weak Engagement Mechanics Limiting Sustained Motivation — The programme’s rewards structure lacked the dynamic tiering and gamification features needed to sustain motivation over time. Point expiry policies, limited redemption options, and insufficient immediate value created disengagement — particularly among users who had accumulated points but found the redemption experience disappointing.
- Inadequate Customer Support for Point-Related Issues — When users encountered problems with point allocation, expiry, or redemption, the support infrastructure was insufficient to resolve issues quickly. Slow resolution times and limited support channels created negative experiences at the moments of highest user emotional investment — undermining loyalty to the programme and the brand.
OUR SOLUTION
Worxwide redesigned the Rishta Rewards interface with a focus on intuitive navigation, transparent programme mechanics, and emotionally engaging user journeys making participation feel rewarding. A dynamic tiered rewards system was introduced to sustain motivation through progressive milestones and celebrate incremental performance gains. Gamification features — including virtual tasks and achievement badges — were embedded to encourage continuous interaction and create positive feedback loops reinforcing the commercial behaviours the programme was designed to drive across India.
- Intuitive Navigation and Transparent Programme Mechanics — The redesigned interface replaced confusing programme mechanics with clear, visual progress indicators, transparent target tracking, and straightforward redemption pathways. Users could immediately understand where they stood, what they needed to do next, and what value awaited them — eliminating the opacity suppressing engagement.
- Dynamic Tiered Rewards System for Sustained Motivation — A progressive tiering structure introduced meaningful milestones celebrating consistent performance and giving users a sense of advancement — making the programme feel aspirational rather than transactional. Higher tiers offered increasingly valuable rewards, creating a motivation gradient keeping even top performers engaged across the Indian distributor network.
- Gamification with Virtual Tasks and Achievement Badges — Virtual task challenges and achievement badge systems were introduced to create regular engagement moments between transactions, building a habit of platform interaction maintaining programme salience and reinforcing the connection between daily commercial behaviour and programme rewards.
Our work in action
The Impact
11% Increase in Net Promoter Score Across the Network
The combination of clearer programme mechanics, more engaging loyalty structures, and improved support responsiveness drove an 11% uplift in NPS — reflecting measurable improvement in distributor representative satisfaction with both the programme and the brand it represented.
Higher Monthly Transaction User Engagement
The redesigned experience drove an increase in Monthly Transaction Users — participants actively engaging with the platform in any given month — demonstrating that improved interface and engagement mechanics were successfully converting programme awareness into consistent, habitual participation.
Improved Average Order Value Through Loyalty Incentives
The tiered rewards structure’s direct commercial incentives — linking higher order values to faster progression through reward tiers — drove measurable uplift in Average Order Value, demonstrating the commercial case for investing in a genuinely engaging loyalty experience.
