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A social & professional networking platform, empowering users to request referrals for desired products or services, recommending businesses to their network, and subsequently earning rewards within the platform

About the app

CURD is a referral-based social media platform that connects small businesses to consumers through its app. Users can request referrals from their network, refer businesses, and earn rewards in the form of CURD coins.

Our team worked on brainstorming and product thinking to create the best user flows and generate monetization capabilities for the app in its initial ideation stage.

Target Audience

The app has three types of users: referral seekers, referrers, and businesses/sellers. Referral seekers are individuals looking for specific products, services, or job opportunities and share information with their network to get referrals. Referrers connect potential buyers or job seekers with businesses they have a personal relationship with and are motivated by rewards. Businesses/sellers are small and medium-sized enterprises looking to expand their network and customer base by offering incentives for referrals. They use the platform to enhance their business visibility and customer outreach.

Project Goals

The CURD team approached us to

  1. Create an intuitive mobile application for complex use cases and multiple user personas.

  2. To strategically design user flows that unlock monetization opportunities within the app, to incentivize user engagement and foster a sustainable revenue model.


During the initial stages of ideation, the project provided me with an excellent opportunity to learn complex flows and business goals.

  1. Learn and solve for the challenges in this very new and disorganized sector of SMEs.

  2. Making otherwise complex flows intuitive.

  3. Playing a key role in shaping and guiding a product directly with the key stakeholders.

  4. Exploring a whole system of crypto and wallet.

Our Approach

​Since the domain was very new to us, we started by startegizing the best possible way to learn more about the product and sector, followed by thorough user flows and wireframes.

  1. Conducted Discovery Sessions with stakeholders to understand their current product flow and their expectations from the re-design.

  2. Created Information Architecture and User Flows for the key complex journeys

  3. Created wireframes.

My role

As one of the UX Designer on the project, my task was to

  1. Understand the intricacies of the complex flows.

  2. Create detailed user flows and get approval on the approach to be followed.

  3. Crete high-fidelity wireframes showcasing every detail.

Step 1: Discovery

We started by discovering a bit more about the product idea and the industry by conducting discovery sessions with the stakeholders. Our agenda mostly revolved around

  1. Understanding about the product and some of it's initial flows

  2. Complexities of the SMEs and how they operate

  3. Any existing competitors, their USPs etc.

Step 2: Information Architecture & User flows

To start with, we created a product model of sorts to understand the flow and the referral cycle and execution. Next, based on our understanding, we started with Information architecture and user flows.

Comlete referral flow (combined) (2).png
Creating referrals
Action by seller
Step 3: Wireframes
Home Page & Referrals
Business leads - work centre
  1. Getting the stakeholders onboarded with the idea of creating user flows and IA for key modules.

  2. Limited knowledge about the domain and user behaviour.

  3. Shorter timeline for understanding and re-creating complex flows, making them intuitive with a visually appealing interface.

  4. Relatively new product with frequent new developments, resulting in changes in designs and flows.

  1. Optimized key flows across the app and introduced new features through constant communication with stakeholders

  2. User-friendly navigation with tutorial coach marks for newcomers unfamiliar with unique flows.

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