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How to turn three different, established loyalty programs into one system to support ecosystem growth?
That was the main challenge when Blibli, Tiket.com, and Ranch Market, three distinct consumer brands under the Djarum Group, plan to unifying their reward systems. The initiative aimed to create one loyalty named Blibli Tiket Rewards.
(Timeline: 6 months from design to rollout across app and website)
I worked as a design PIC to rethinking the loyalty program experience across distinct apps, with shared logic, tiers, points, and rewards.
Skills I utilized:
System thinking, Craftmanship, Cross-function collaboration, Narrative thinking
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Business Context
In 2022, Djarum Group, one of Southeast Asia’s largest conglomerates began unifying three of its flagship consumer brands into a single digital ecosystem:
An e-commerce platform offering curated retail, groceries, electronics, and lifestyle products.
One of Indonesia’s leading online travel agencies (OTA), used widely for booking flights, hotels, and entertainment tickets.
A premium grocery chain offering fresh produce, lifestyle products, and in-store experiences.
Although these brands operated independently, with separate user bases, and apps, Djarum saw an opportunity to connect them into a single ecosystem. The vision was to form the Blibli Tiket Group, where users could engage across commerce, travel, and grocery through shared benefits.
This loyalty unification was a cornerstone of Djarum’s digital strategy. By connecting reward systems across brands, the project aimed to:
Drive retention across brands through join benefit
Enable smarter cross-selling products
Attract the market to join the Blibli-Tiket ecosystem
Burn and earn point from each partner in the ecosystem
And the scale was massive:
22,700,000 users
shared between Blibli and Tiket.com alone
Despite the opportunity to share the users across brands, the integration with new system may make user confused because of the new system implement, including the new tier level, point redemption process, and new navigation. A confusing loyalty rollout could result in a confusion over rewards system, lost trust, and missed opportunity to show synergy from the merger.
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Challenges
The difference was clear, each companies operated has already established their own loyalty system with different tech stacks, product teams, and customer reward systems. Each partner has a unique mechanism for point earning, leveling, expiration dates, and benefits.
This project wasn't just a redesign project, it involve cross companies collaboration which create a complex challenges with their own tech stacks, roadmap, brand teams, and design teams.
The Design Dilemma
Specific on the design part, our challenge was not just to “merge”, but to design a loyalty system flexible enough to accommodate current systems to support ecosystem business. For sure, this is a real complex project, with a tight deadline for 6 months until the apps can be access by the users and high pressure from three companies.
There are two core design challenges face up:
One Unified Loyalty System
How might we combine three established loyalty systems (with different points, tiers, and behaviors) into one unified loyalty experience?
Awareness to New Loyalty System
How might we help users understand the new loyalty systems, including how many points they have and what those points are worth across brands?
Yes!! Let's crack the egg! 🥚
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Design Process
The process was not just jump to the design solution, but I need to acquire trust from all stakeholders from each companies, to let them trust me and give a space to let me explore the new loyalty system design, and here is the summary from my process:
Pre-Design
1. Audited Existing Loyalty System
Clearly from the established loyalty program, each companies has different design, name, tiers. Another differences found were the points currency are different, earn and burn system point are different, Blibli provide chance to redeem their point to merchant as a voucher, while Tiket.com offer a different benefits in each levels. While Ranch only show a card with a point that must be redeem on the Ranch store.
Although several things were build different, all merchants implement common point system as a reward, while Blibli and Tiket.com share the same ideas on the tier level progression.
2. Mapped potential user's paint points on the new system
With the plan to migrate millions of joint users from Blibli, Tiket.com, and Ranch Market into one unified loyalty program, we anticipated a major risk:
Users could feel lost, skeptical, or even defensive about the changes, especially in a market where unified loyalty mechanism are uncommon, and point ownership is deeply personal. In Indonesia, loyalty points are often seen as a form of “digital currency”, so any perceived change in how they work, expire, or can be used can immediately trigger concern or confusion.
To prevent users from feeling overwhelmed, we identified the most critical moments and mechanics they would need to understand during the transition.
To prioritize what loyalty information needed the most design support, I created a 2x2 matrix that maps each piece of loyalty, related information based on: User cognitive effort (How difficult is this to understand?) and Design priority (How essential is it for users to fully understand this?)
This matrix helped the team make informed decisions about:
What content needed onboarding guidance
Where to place key actions or tooltips (button placement & visual cues)
What to surface immediately, and what could be layered in gradually
Design Exploration
1. One Unified Loyalty System
📝 Low Learning Curve
Hypothesis: Most users are already familiar with how loyalty works, especially point earning, burning, and redemption mechanics.
To avoid unnecessary friction, we kept core mechanics consistent with existing systems. Our goal was to reduce the learning curve and preserve users’ mental models. We still need to re-communicate them clearly to reflect the new inform how the unified system works, and build trust that no value was lost during the transition.
⭐ NEW!
Hypothesis: Many users would not immediately realize that the loyalty systems from Blibli, Tiket.com, and Ranch Market have been merged.
The design needed to visually reinforce the concept of a single, shared loyalty system, regardless of which app users entered from.
Landing Page
There were three key elements that needed to appear on the loyalty landing page: name, current tier level, available points.
Both Blibli and Tiket.com had already implemented these elements in their existing loyalty dashboards. Although Ranch did not yet support tier levels, we chose to maintain these elements to to match users' expectations from the other two platforms.
Design Exploration
The ALT 3 was chosen after a design critique session with the team.
It best captured the spirit of “New!” which was exactly what we wanted to communicate. With a bold and festive visual style, which also implemented as the whole loyalty theme.
This design aimed to make the loyalty system top of mind for users and position it as the best loyalty program in Indonesia.
2. Awareness to New Loyalty System
📝 Transparency
Hypothesis: Users need to be ensure how the new loyalty system works.
We still need to re-communicate them clearly to reflect the new inform how the unified system works, the effective spot is in the initial flow - exactly after the users click the loyalty entry point.
We can refer to the 2x2 matrix that maps each piece of loyalty on Pre-design phase to chunk the content! Top 3 information that crucial to understand are:
Knowing the loyalty is unified
Knowing the point are merged
Aware of the benefit from unified program
Then, we matched those crucial information to deliver into the possible touchpoint with the flow below:
I led a brainstorming session with my design team to explore alternative design directions.
The session was guided by a series of design questions I created, each tied to specific challenges on different screens.
During our brainstorming session, we agreed that the Welcoming Page and Accumulation Page needed more punchy, interactive moments, something that would make users feel the change and clearly understand what had happened.
We didn’t want users to just skip through these steps.
We wanted them to pause, notice, and trust the transition.
To achieve that, we explored using animations to visualize the change, while staying true to our design principle of delivering a strong “New!” feeling. Below are some of the concepts that came out of this thinking.
As someone who grew up watching classic cartoons, the word “unified” immediately brought to mind fun pop culture moments, like Dragon Ball’s fusion and Doraemon’s time travel doors. Those became unexpected but exciting references during my early sketch explorations.
And yes! let me introduce you to:
Introducing Blibli Tiket Rewards!
Awareness to new loyalty system
To ensure users fully understand the changes, we use a festive onboarding section designed to capture attention. Transitions are enhanced with enjoyable micro-interactions, encouraging users to engage and preventing them from skipping this crucial part.
Introduction page, to make user understand about the new loyalty
Accumulation page, to make user understand about their point accumulation
Introduction page
One Unified Loyalty System
New! And user still familiar with the content.
The main loyalty pages are designed to evoke a New! feelings with festive, and fresh design style atmosphere. A vibrant background color sets from the loyalty color shown as the viewport.
We established a new design system featuring updated illustrations, refreshed color schemes, and newly built components developed from scratch. Here is the new fresh loyalty benefits, shown in the landing page.
Tier Level card
With dynamic copywriting to indicate the remaining points needed to level up
Brand Placement
We consolidated the benefits from the current partners and the future partners. Since displaying the full list of benefits on the first page was impractical, we selected six key benefits to feature upfront, ensuring equal representation for each partner.
And other loyalty related pages to explain user's point, voucher they had
Impact and Reflection
🚀 Project Impact
Able to merged loyalty program from 3 different partners, Blibli (e-commerce), tiket.com (travel-tech), and Ranch market (Retail) with serving 22.7 million users.
93% point redemption rate in first month after launch.
Gained 15.6% growth in total active points after 3 month of product released.
Successfully retained platform loyalty post-migration and drove user reactivation.
Reflection
Handling this huge, pioneer project, scheduled for rollout within 6 months, was a rollercoaster.
It was one of the most complex challenges I’ve worked on: endless alignments, and countless hours in cross-company meetings. I led a reflection session across the team and across the companies to create smoother collaboration in the future.
On the design side, I believe the landing page could still be punchier and more compact, there’s always room to grow and improve.
A big thank you to the Tiket and Blibli design (Jess, Yoj, Sulis, Egi, Ayu, Jeje, Alvin, Yudha, Faw, etc.), PM (Richard, Jason), and Tech, Corpstrat, Business, Brand team and many more for the collaboration, and for trusting me to lead this project. I’m proud of what we built, and always will be.