Blibli Tiket Rewards
Unifying Membership Loyalty for Blibli and Tiket.com
Product Design
Strategy
overview
This project is part of a broader initiative to streamline the merger between the 2 companies under the Djarum Group. The goal is to grow the user base by engaging customers across both platforms, improve retention through combined benefits, and deliver greater value. At the same time, the project aims to craft a cohesive narrative for a seamless experience across Blibli and Tiket.com.
Company
Blibli (E-commerce), 2023
My Role
As the Design Manager, my role involves guiding and providing designers, copywriters, and researchers on the design directions, facilitating ideation workshops, and fostering alignment with stakeholders and project managers to steer the product direction.
Background
Business
OPPORTUNITY
The synergy integration between companies opens up significant opportunities to enhance customer acquisition and cohort growth.
With a shared customer pool nearing 50 million unique users from Blibli and tiket.com, there is strong potential for cross-platform acquisition at a lower Customer Acquisition Cost (CAC). Currently, only 9% of users have accounts on both platforms, meaning 91% represent untapped audiences for each brand.
THe Challenge
Navigating complex legacy systems
Integrating two mature platforms proved more complex than building from scratch. The project involved merging backend infrastructures and visual design systems from both tiket.com and Blibli. Each company has distinct design languages and backend system, making alignment a significant challenge.
Merging loyalty programs with competing stakeholder priorities
Each company had its own established loyalty structure—including point systems, tiering, expiration rules, and exclusive partner benefits—shaped by prior agreements between business and marketing teams. Unifying these programs required careful balancing to ensure fairness, preserve brand value, and support shared strategic goals.
This massive project also involved three squads from each company, spanning Design, Product, Development, and Marketing teams. It represented the largest collaboration between the two organizations.
The process demanded continuous negotiation and stakeholder alignment across departments, with every decision requiring executive-level approval and cross-functional consensus.
Turning complex changes into clear communication
With multiple backend integrations, visual system updates, and loyalty program changes, the key challenge was ensuring clear and consistent communication to users. The messaging had to explain what was changing, why it mattered, and how users would benefit—without overwhelming or confusing them. Creating a seamless transition required aligning internal teams on messaging, tone, and timing to deliver a unified and reassuring user experience.
The Revamp
Feature 1
Proper onboarding, accesspoints, and verification
One of the biggest challenges in merging the systems was handling users who had accounts on both platforms. The benefits and loyalty mechanisms from each partner were consolidated and presented in a balanced way, highlighting the unity of both companies.
Feature 2
Ensuring clear messaging through interactive design
To help users understand the changes, we designed an engaging onboarding experience to capture attention. Enjoyable micro-interactions during transitions encourage engagement and ensure users don’t skip this important step.
Feature 3
Unifying design elements across shared pages
We developed a new design system that includes updated illustrations, color schemes, copy voice and tone, and custom components. These elements were crafted to reflect the visual styles of both partners, ensuring consistency and alignment with existing design standards.
Impact
& Metrics
Successfully merged loyalty programs from two partners: Blibli (e-commerce) and Tiket.com (travel tech), with future plans to integrate two more partners: Ranch Market (grocery retail) and Dekoruma (home retail).
↑ 4.4% overlapping customers
120K overlapping transacting customers across both ecosystems.
↑ Transaction value & order frequency
Average monthly transaction value rose by IDR 1 million
and order frequency increased from 5.7x to 6.7x.
93% point redemption rate
in first month after launch
