Crafting a best-in-class referral program for IDFC First

Client / IDFC First Bank
Domain / Banking
Services rendered / UX Design

The UX Challenge

In first quarter of FY 2020-21, IDFC FIRST Bank saw significant traction in acquiring new corporate salary customers through their offline referral program. ZEUX was tasked with building a dedicated mobile app to maximize customer acquisition via the referral channel. Discussions in the UX strategy phase between business stakeholders and the ZEUX design team helped identify a gamified approach as the way forward to ensure stickiness and user engagement.

Our Solution

Post the stakeholder visioning & UX strategy phases, ZEUX initiated the UX design process by conducting a benchmarking of best-in-class referral programs. This was followed by the conceptualization of a robust gamification framework, wireframing, and visual design. The visual styling was done using a neumorphic approach, adding a sense of depth and differentiation compared to other banking apps.

Gamification focus areas

Intrinsic motivation and optimal level of challenge was built into the gamification framework, allowing users to visualize their current standing, winnings and upcoming milestones.

To ensure a high frequency of engagement, users were rewarded for each behavior performed on the app, including a daily (spinning wheel) reward to gain badges and points.

To further motivate users, they were also provided customizable rewards which they could personalize based on their interests.


The Outcome

The IDFC First Bank MyFirst Salary App was launched on 5th Nov, 2020. Within three months of the app launch…

Sizeable number of app downloads

Significant increase in referrals

Large number (in the 4-digit range) of new salary accounts opened 

4.8 rating on App Store & 4.5 on Play Store