JD.COM
Operation page design for a referral invitation campaign in JD's home services app — driving user acquisition through reward-based sharing mechanics
JD.COM
JD.COM Master Wang is a home services platform under JD.COM. I designed the operation page for a referral invitation campaign — "Invite Friends, Earn Cash" — enabling existing service engineers to recruit new workers through reward-based sharing. The project covered the full design cycle from competitive analysis and user research to wireframing, visual guidelines, and high-fidelity UI.
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JD Master Wang is JD.COM's on-demand home services platform connecting users with professional service engineers for installation, repair, and maintenance. To accelerate workforce growth, the team needed a referral campaign page that incentivizes existing engineers to invite new recruits — with cash rewards up to 50 yuan per successful referral.
The design objective was threefold: create a visually engaging campaign page that drives participation, handle multiple user registration states gracefully, and design a transparent rewards tracking system that builds trust in the referral process.
I began with a comprehensive competitive analysis of referral and invitation campaigns across major Chinese apps — including DiDi, Meituan, and other O2O platforms — studying their page structures, reward mechanics, visual strategies, and conversion-driving patterns.
User analysis revealed that the target audience (service engineers) are primarily 25–45 year-old males, active during evening hours, with moderate digital literacy. This informed key design decisions: prominent reward displays, simplified participation steps, and clear call-to-action buttons at the bottom of the page.
The design strategy centered on three project focuses: interaction logic optimization, activity reward enhancement, and event visual creation. I mapped out the complete user flowchart covering all registration and invitation states, then translated these flows into wireframes for each page variant.
Visual guidelines established the warm red-orange color palette aligned with JD.COM's brand identity, along with typography standards and component specifications to ensure consistency across the campaign pages.
Streamlined the participation flow with clear step indicators and state-aware UI that adapts to registered/unregistered users.
Designed a transparent rewards section with real-time stats — invitations, orders, and earnings — to motivate continued participation.
Crafted a festive, attention-grabbing visual with the 3D mascot, red envelopes, and gold coins to convey celebration and value.
The final high-fidelity design includes the main campaign page, pop-up sharing page with QR code and poster generation, and a rewards tracking page — each handling multiple user states (registered & invited, not registered & not invited, registered but not invited) with appropriate UI variations.
