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Iterna

Affiliate dashboard

Rawlulu

A referral programme for an indie beauty brand — giving affiliates their own code, commission visibility, campaign access and a simple way to track what they’ve earned.

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Industry
Beauty / E-commerce
Role
Product design, UX strategy, system design
Runs on
EasyStore
A laptop showing the Rawlulu admin area: a list of creator campaigns, each marked paid or draft, with the image assets a campaign sends out laid beneath it.
The Rawlulu admin overview: sales driven, commissions paid, active creators and pending applications across the top, a bar chart of commissions over the last six months, and a table of top-performing creators with their orders, sales, commission and refund rate.
Unique referral code per affiliate
1
Dashboard for sales, commission and campaigns
1
Core affiliate actions in one place
3

The context

Referral was already part of how Rawlulu grew. The system had to catch up.

Rawlulu already grows through creators, customers and people who genuinely like the brand enough to talk about it.

But once referral marketing becomes structured, the operational side gets messy fast.

  • Who owns which code?
  • Which order came from whom?
  • How much commission has been earned?
  • What campaigns are currently active?
  • Has someone already been paid?

The goal was to turn that informal referral behaviour into a system both Rawlulu and its affiliates could actually use.

The problem

The affiliate programme only works if both sides trust the numbers.

  • Attribution breaks first

    An affiliate can share a code everywhere, but if an order cannot be reliably tied back to them, neither the brand nor the affiliate knows what actually converted.

  • Commission becomes a black box

    Affiliates need to know what they earned, from which orders, and whether that amount is pending, approved or already paid.

  • Campaign information gets scattered

    New launches, commission boosts and campaign instructions can easily end up across WhatsApp, DMs and spreadsheets — making the programme harder to manage as it grows.

The system

One dashboard, two very different views.

The system was designed around the same transaction data, but with different levels of visibility for each side.

  • Affiliate view

    The affiliate needs a simple answer:

    What should I promote, what did I earn, and what happens next?

    • Referral code
    • Orders attributed
    • Commission earned
    • Payment status
    • Available campaigns
    • Campaign details

  • Admin view

    The brand needs something different:

    Who drove the sale, how much do we owe, and what is performing?

    • Affiliate management
    • Code assignment
    • Referral attribution
    • Commission calculation
    • Payout tracking
    • Campaign publishing
    • Performance overview
  • The Rawlulu creator dashboard on a phone: the creator’s own discount code with its expiry, discount and commission rate, the conditions that apply, a QR code to scan to shop, a copy-ready caption, and buttons to copy the code or the referral link.
    A creator picking up their code, link and caption to share.
  • A creator’s earnings on a phone: pending, approved and awaiting payout, paid out, and total earned, then the referral orders behind them with each commission and its status, and their payout history.
    A creator checking what they have earned, and from which orders.
  • The Rawlulu admin payouts page: approved commissions ready to pay out for each creator, with net payout and a record payout button — disabled where the amount is below the minimum — and a history of past payouts with method, reference and whether the creator was notified.
    The brand paying out approved commission, and keeping a record of every payout.

What we built

Every referral has an owner. Every commission has a trail.

  • A discount code per affiliate

    Each affiliate receives their own referral code to share with their audience.

    When the code is used, the order can be attributed directly back to the person who referred it.

  • Commission they can trace

    Affiliates can see the orders connected to their code, the commission earned from each one, and the current payout status.

    No spreadsheet requests. No waiting for someone to manually calculate what is owed.

  • Campaigns posted once

    Rawlulu can publish campaign information, products to push and commission incentives from one place.

    Affiliates always have access to the latest campaign instead of relying on old messages or screenshots.

The logic

A referral programme that can explain every number.

Every commission amount should be traceable back to a real transaction.

So the system connects the affiliate, referral code, customer order, commission rule and payout record rather than storing commission as an isolated number.

Code
Identifies the referrer
Order
Creates the commission record
Payout
Closes the loop

Outcome

Referral stopped being something Rawlulu had to reconcile by hand.

Affiliates gained a clear place to see what they were promoting and what they had earned.

Rawlulu gained a structured way to attribute referral sales, calculate commission and communicate campaigns without building the programme around spreadsheets and DMs.

Clear attribution
Every referred order connects back to an affiliate.
Visible commission
Affiliates can follow earnings without asking the brand.
Centralised campaigns
Rawlulu publishes once, and the entire affiliate network sees the same information.

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