Synergy University
Token-based loyalty ecosystem
Role
- Product Designer
Team
Loyalty Program · Product Squad · 7 members
Scope
- UX Research
- UI Design
- Product Strategy
- Fraud Prevention UX
- Loyalty Design
Link
Problem
Weak incentives in the referral program blocked organic student acquisition. Fraud in referral activity reduced trust. Loyalty program didn't scale to partner universities.
Solution
Analyzed referral funnel. Designed token-based loyalty ecosystem: earning and spending rewards on tuition and partner products. Fraud prevention and verification UX. Alfa-Bank integration: student cards and cross-service loyalty.
Result
Referral conversion ×2. Fraud −50%. Program revenue: 120M → 540M ₽/year. Scaled to 5 partner universities.
