Phonepe

Presented by : Tanishq Lodha

 table of contents
01 02 03
Project OVERVIEW MARKET ANALYSIS User Research

04 05 06
Priorotization Solution Design GTM strategies and
Plan success Metrics
 Project
01 We shall be discussing about
the business context,
strategies, objective and
success criterias
Business Context
PhonePe is a digital payments platform that enables users
to make secure transactions, pay bills, and transfer funds
seamlessly. The app is built on the Unified Payments
Interface (UPI), a real-time payment system developed by
the National Payments Corporation of India (NPCI).

VISION: Build India's largest transaction platform,

anchored on payments.

GOAL: Make digital payments easy, safe, and universally

accepted.

MISSION: Offer every Indian an equal opportunity to

accelerate their progress by unlocking the flow of money
and access to services.
Company Strategies
Leverages cashback and rewards to
Cashback and incentivize users to adopt the app and
Rewards engage in transactions.

Integrates innovative features such as bill

Innovative splitting, in-app purchases, and investment
Features options, providing added value to users.
PHONEPE
User-friendly interface that simplifies
Simplicity and digital transactions, making it accessible to
Accessibility users across all demographics

Collaborates with merchants, banks, and

Strategic other stakeholders to expand its reach and
Partnerships enhance user experience.
 PROBLEM &. Objective

PROBLEM Objective
The number of UPI Revitalize PhonePe's
transactions on the user engagement by
platform have started reversing the decline
seeing a decline in recent in MAUs to increase
months and it’s affecting the number of UPI
monthly active users transactions in the
(MAUs) on the platform. platform.
Success criteriaS
• Achieve a quarter-on-quarter growth of
at least 8-10% in MAUs over the next year.
• Increase the average number of transactions
per user by 15% within the next six months.
• Increase the Net Promoter Score (NPS) to 70
or above, indicating high customer satisfaction
and loyalty within the next year.
• Reduction in the user churn rate to below 5%
over the next year.
 02
MARKET ANALYSIS
The data specified under this section is as
per the Indian context
 UPI Payments Process

Keys:
• VPA – Virtual Payment Address
• PSP – Payment Service Provider (provided by NPCI), Payer PSP are third party apps
such as Phonepe, Gpay, Paytm etc. Payee PSP are merchants.
 Market trends

The UPI payment market in India surged to over

INR 80 lakh crore in 2022, projected to reach over
INR 150 lakh crore by 2025, propelled by
widespread smartphone usage, an expanding
internet user base, governmental digital initiatives,
and an acceleration in adoption due to the
COVID-19 pandemic.
 MARKET Share
PhonePE PhonePe continues to
dominate the UPI transactions
landscape, maintaining a
46% significant lead throughout the
period.

Gpay Google Pay started the year in a

strong second position and has
also exhibited a growing trend, * Transaction volume in the line graph is basis the Payer App logic,
35% especially noticeable from i.e the financial transaction is attributed to the PSP in UPI on only
the Payer’s side (end user)
March onwards.
 Key Emerging trends

Offline Merchant Adoption

Increasing acceptance,
spurred by the popularity
UPI-based Lending of QR code payments. Feature Evolution
Continuous updates
Gaining traction due to introducing capabilities like
convenience and security. international payments and
multi-recipient transactions
 Customer behaviour
1. Customers want a payment method that is convenient and easy to use, easy to navigate
and has a user-friendly interface. The app should also be quick and responsive, even with
low internet speeds.
2. Customers want to be sure that their financial information is secure when they make
payments. The app should use strong security measures, such as two-factor
authentication and encryption.
3. Customers want a payment method that is affordable. UPI payments are free for
personal transactions, which makes them a cost-effective option for many people.
4. Customers want to be able to use a payment method that is accepted by a wide range of
merchants. UPI payments are accepted by a growing number of merchants, including
online stores, brick-and-mortar stores, and food delivery apps.
Customer behaviour
5. Customers are motivated by rewards, such as cashbacks and
discounts. UPI providers often offer rewards programs to
encourage customers to use their platform.
6. Customers are more likely to use a payment method that they
are familiar with. UPI is a relatively new payment method, so it
is important for providers to raise awareness of the platform
through marketing and advertising.
7. Customers want to be able to make payments quickly and
easily. The app should allow customers to make payments
with just a few taps, and the transactions should be processed
quickly.
 Key definitions from User's POV
Ease of Use: Users expect that the app should be straightforward and not overly
complicated. It means they should be able to perform tasks and access features without
encountering unnecessary barriers or confusion. An app that is easy to use doesn't require
users to invest a lot of time or effort to figure out how it works. It often involves having
intuitive menus, clear instructions, and a logical flow.
Easy to Navigate: This relates to the app's UI and how easily users can move around
within the app. An app that is easy to navigate has a well-organized structure, making it
simple for users to find what they need. It often includes a clean layout, clear labels, and a
menu or hierarchy that guides users to different sections or features without getting lost.
Convenient: Users should have a hassle-free experience. It should save users time and
effort when compared to alternative methods. For example, in a payment app like
PhonePe, convenience might mean that users can make transactions quickly, access their
payment history effortlessly, and easily switch between different payment methods.
 Industry best practices
Provide a secure and
convenient payment Invest in marketing and
experience. promotions to raise
awareness of UPI.

Offer a wide range of

Partner with payment options,
merchants to increase rewards and cashbacks
acceptance of UPI to attract customers
EXISTing problems
The following are some plausible explanations for the recent drop in UPI transactions on Phonepe
 Recent changes in NPCI/RBI guidelines:
PhonePe
• NPCI has capped the UPI transaction value for third-party applications (TPAPs) at 30% of the
total transaction volume. This means that PhonePe and other TPAPs will need to reduce their
market share and can only process limited number of payments in a day.
• Restricted the amount of cashbacks and discounts that TPAPs can offer to their users which has
made it less attractive for users to transact through TPAPs.
• Increased KYC requirements for TPAPs has made it more difficult and expensive to onboard new
users.
• Apps that offer UPI payments may be charged a processing fee by the NPCI
End Users
• Greater number of transaction failures due to limit in the number of payments proessed by the
TPAPs
• Users can only send a limited amount of money per day, up to the maximum daily limit set by
the TPAP and the bank.
EXISTing problems
Merchants
• Although, merchants do not directly use the Phonepe app or influence the UPI app that the end
user uses, they do indirectly impact the customer's choice of app for making UPI payments. The
greater the number of merchants involved with the platform, the greater brand awareness,
specific merchant rewards and discounts, and the convenience of everything in a one app.
• Merchants who accept UPI payments may be charged an interchange fee by their bank or TPAP.
This fee is typically a percentage of the transaction amount.

The bar chart compares the transaction fees charged

by different apps to merchants for transactions below
and above INR 2000.

From the chart, we can see that the transaction fees

are quite similar across the different apps. For
transactions below INR 2000, Paytm and Phonepe
charges slightly higher fees compared to the other
apps. For transactions above INR 2000, the fees are
identical across all apps.
EXISTing problems
 Increase in competition
• The UPI market is becoming increasingly competitive, which is putting pressure on PhonePe and
other established players to keep up with the competition.
 Growing popularity of other payment methods
• Number of other payment methods are gaining popularity in India, such as credit cards, debit
cards, and wallets which is may also be contributing to the decline in UPI transactions on
PhonePe.

 Technical issues
• In recent months there have been reports of UPI payments failing on the platform due to
network errors or technical glitches

 User experience
• Some users have said that the app is slow and unresponsive, and that it is difficult to find the
features they need.
 USER
03 The data presented in this
section has been meticulously
collected and analyzed through a
combination of surveys and IDP
 User personas
TECH-SAVVY MILLENIAL THE WORKING PARENT
Demographics: Aged between 25-35, urban Demographics: Aged between 30-45, possibly
resident, well-acquainted with technology. living in urban or suburban areas, juggling work
and family commitments.
Characteristics: Prefers quick and seamless
transactions, likely to explore and use various Characteristics: Seeks convenience and time-
features of the app saving features, often multitasking.

Pain Points: Concerns about security and privacy, dislikes Pain Points: Lack of time to explore and understand complex
complex user interfaces. features, prefers straightforward processes.

Motivations: Convenience and time-saving, attracted by Motivations: Quick and reliable transactions to manage both
rewards and cashback offers. household and work-related expenses efficiently

Goals: To have a one-stop solution for all payment needs, Goals: To have an app that allows them to make quick
including bill payments, online shopping, and fund transfers. transactions, pay bills, and manage finances effortlessly.

*End User *End User

 User personas
STUDENT RURAL USER
Demographics: Aged between 18-24, tech- Demographics: Various age groups, resides in
savvy, possibly living in urban areas or rural areas, might have limited access to
educational hubs. banking facilities.
Characteristics: Open to trying new Characteristics: Prefers simple and
technology, often influenced by peers and straightforward transaction methods, relies
trends. on community recommendations.

Pain Points: Limited financial resources, keen on finding Pain Points: Limited internet connectivity, lack of awareness
discounts and offers. about digital payments.

Motivations: Convenience, attracted by offers and rewards, peer Motivations: Access to wider marketplaces and services,
influence. encouragement from community leaders or government
initiatives.
Goals: To have a digital payment platform that is trendy, offers Goals: To have a simplified and vernacular language-supported
rewards, and caters to their lifestyle needs. app for making essential transactions.
*End User *End User
 User personas
ELDERLY USER SMALL BUSINESS OWNER

Demographics: Aged above 60, possibly Demographics: Aged between 30-50, owns a
residing in urban or semi-urban areas. small business, possibly in a semi-urban area.

Characteristics: Limited knowledge of digital Characteristics: Looking for a reliable

platforms, prefers assistance while using the platform to manage business transactions
app. and payments
Pain Points: Complex user interfaces, fear of online frauds, and Pain Points: Difficulty in managing cash transactions, concerns
scams. about transaction charges.

Motivations: To keep up with the digitalization trend, Motivations: Simplifying business operations, having an
encouragement from family members. organized record of transactions..

Goals: To learn and adapt to digital payments for day-to-day Goals: To have a hassle-free payment solution that integrates
transactions, with easy and secure features. easily with their business operations.

*End User *Merchant (Stakeholder)

 Primary research (Survey)
• We can infer from the secondary research that Phonepe already has a solid user base and a high monthly UPI
transaction volume when compared to any of its rivals in the market; therefore, moving forward, we will only
focus on the engagement and retention of the existing user base to achieve the goal of this project.
• The same goal was pursued in a study with 56 participants, all of them have been using at least one digital
payment app for UPI payments for a minimum of six months and ranged in age from 17 to 60. The survey
findings are as follows:

How often do you use digital payment platforms? Which digital platform do you primarily use for UPI
(Choose the closest option as per frequency) payments?
 Primary research (Survey)

What is your primary purpose of using digital payment What factors majorly influence your choice of a digital
platforms? (Select all that apply) payment platform? (Select only 3)
 Primary research (Survey)
If you use other apps over PhonePe, could you
please specify why?

• The adjacent question allowed for free-text answers.

Bases on the responses, the participants were
categorized into different buckets, as displayed in the
chart.
• The survey also included questions aimed specifically at
PhonePe's primary users. The feedback was positive,
with users praising the app's transaction speed and
convenience. Notably, they reported no difficulties while
utilizing the app.

From the overall survey responses, it is apparent that the majority of participants engage in UPI
transactions daily, primarily using GPay as their go-to app. These transactions predominantly involve
sending money to friends, family, and merchants. The choice of app seems to be significantly influenced by
its ease of use, followed by transaction speed and the quality of the user interface.
 Primary research (Interviews)
The IDP (In-depth interviews) involved 12 people: 4 students, 4 tech-savvy millennials, 3
working parents (including a business owner), and 1 elderly person. Below is the
questionnaire.
Questions:
 Primary research (Interviews)
The IDP provided valuable insights and highlighted some issues. Here are the results:
1. Two out of 12 people mainly use Phonepe; others use it as a backup.
2. Users prefer other apps due to better offers, ease of use and better UI. Loyal Phonepe users find it reliable.
3. Participants do use Phonepe for recharges but prefer Paytm for its versatility.
4. Phonepe was initially chosen for its offers, peer transfers, being Indian-made, and as an alternative to
other apps.
5. Ads or promotions of the apps on stores and social media don't influence app choice; convenience does.
6. Some left Phonepe due to its cluttered interface and lack of trust. A few switched to it for faster
transactions.
7. The app's loud color scheme and cluttered homepage were criticized.
8. Phonepe's customer support is weak, but it allows for larger transactions.
9. Phonepe scored an average rating of 7.25/10, higher than GPay and Paytm, due to fewer payment errors
and good transaction speed.
10. Suggested improvements: cancelable payments for processing transactions, personalized rewards, credit
card UPI payments, and expanded ticket booking options.
 04
Prioritization
We shall be analyzing the pain points and
prioritizing the main issues
User flow
 Levers
1. We need to focus More on UI/UX than Adding More Features to the App
a. Streamlined UI/UX will help in fostering increased engagement and satisfaction.
b. Adding more features without optimizing the UI/UX can lead to a more cluttered
and confusing app environment, which might overwhelm users and deter them
from using the app regularly.
c. Focusing on UI/UX will ensure that the existing features are utilized to their
fullest potential, encouraging users to explore and use the app more frequently.
d. Moreover, an intuitive UI/UX design can potentially reduce the learning curve for
new users, promoting quicker adaptation and fostering a more gratifying user
experience.
 Levers
2. Focus More on Offering Competitive Rewards to the Existing User Base than
Onboarding New Users
a. Retaining existing users will be more cost-effective and beneficial in the long run
compared to constantly acquiring new users.
b. Offering competitive rewards to the existing user base can foster loyalty and
encourage users to transact more frequently on the platform.
c. Satisfied existing users can become advocates for the app, promoting it through
organic channels
d. PhonePe can enhance its reputation as a reliable and rewarding platform, which in
turn, can naturally attract new users over time without substantial investment in
acquisition efforts.
 Levers
3. Focus on Enhancing Transaction Speed and Reliability Before Introducing New
Payment Methods
a. Prioritizing fast and reliable transactions is crucial for enhancing user trust and
experience on PhonePe
b. While new payment methods may attract users, improving transaction speed and
reliability is key for retaining them and increasing transaction volumes.

4. Prioritize User Education and Awareness over Aggressive Expansion

a. An informed user base can better appreciate the value proposition of PhonePe,
potentially leading to higher transaction volumes and engagement levels.
b. In contrast, aggressive expansion without user education can lead to
underutilization of features and lower engagement levels.
 PROMISED LAND PROOF OF PROGRESS P0 TASKS

Lever 1:
Destination: A seamless, intuitive, and
user-friendly app that offers a A noticeable increase in daily active Collaborate with design teams to
superior user experience. users indicating enhanced user create and test new icon layouts
Why Now: With increasing engagement due to improved UI/UX. based on the insights gathered from
competition, offering a clutter-free user research.
and intuitive UI/UX can be a significant A rise in app store ratings to 4.5 stars
differentiator, encouraging user or above, with specific mentions of Introduce color schemes, fonts, high-
retention and satisfaction. improved user experience in reviews. quality animations and transitions to
elevate the user experience and exude
Feasability and scalability: Given our
A reduction in customer support a premium aura.
strong design team, a UI revamp is a
tickets related to app navigation and
mid-level effort with high impact. A/B
usability by at least 30%. Conduct A/B testing to measure the
testing will help us scale these
effectiveness of the new icon
changes effectively.
placements and premium feel, and
Broad Strategy: Conduct user research make data-driven adjustments as
to identify pain points in the current needed.
UI/UX, and collaborate with design
teams to implement improvements
based on user feedback.
 PROMISED LAND PROOF OF PROGRESS P0 TASKS

Lever 2:
Destination: A loyal and satisfied user
base that actively engages with the app A increase in monthly transactions Analyze user transaction
due to attractive and competitive reward per existing user, data/preferences to develop
offerings. personalized reward strategies.
Why Now: To foster user loyalty and Gathering user testimonials and
word-of-mouth promotion, which can be case studies that highlight the Introduce a point-based system
more cost-effective and impactful in the positive impact of the new rewards redeemable for various services within
long run. program. the app, which can boost in app
purchases hence increasing revenue.
Feasibility and scalability: With existing
Increase in the number of rewards
partnerships, curating rewards is
claimed per user. Work with the engineering tam to
manageable. Personalized rewards will
create a personalized reward engine.
also optimize our budget allocation. This
Higher retention rates of existing
ensures that every rupee spent on
users. Collaborate with marketing teams to
rewards drives maximum ROI.
design and implement reward
Broad Strategy: Develop personalized programs.
reward programs based on user spending
patterns and preferences, and implement
them to encourage increased usage and
loyalty.
 PROMISED LAND PROOF OF PROGRESS P0 TASKS

Lever 3:
Destination: A robust and reliable
platform known for its fast and fail- A decrease in transaction failure rates Collaborate with technical teams
proof transaction processes. to below 1%, indicating improved identify and rectify bottlenecks and in
Why Now: To enhance user trust and reliability. the transaction process and architect
establish PhonePe as a reliable choice our backend for redundancy and fault
for financial transactions amidst Gathering user feedback, through tolerance.
increasing competition. surveys or forums, where at least 80%
of respondents affirm the improved Implement machine learning
Feasibility and scalability: It's a high-
transaction speed and reliability. algorithms to optimize transaction
cost, high-impact initiative requiring
paths.
tech investment. A robust backend
Increased transaction volumes due to
would allow us to scale effortlessly as
enhanced reliability.
user numbers grow.
Broad Strategy: Invest in technology
and infrastructure to enhance the
transaction speed and reliability, and
conduct regular testing and
improvements based on user
feedback and technological
advancements.
 PROMISED LAND PROOF OF PROGRESS P0 TASKS

Lever 4:
Destination: A well-informed user base
that actively engages with and utilizes Increased usage of previously Develop in-app guides and videos
the diverse features offered by underutilized features. highlighting the features and
PhonePe. benefits of PhonePe.
Why Now: To encourage higher Positive feedback from at least 70% of
engagement levels and prevent users participating in feedback Create a user forum for shared
underutilization of features, paving the surveys post-education campaigns, learning and support.
way for organic growth. indicating that the initiatives are well-
received. Collaborate with engineering and
Feasibility and scalability: With a small
marketing teams to effectively
content team, this is a
Atleast 20% increase in organic user disseminate educational content.
low-cost, high-impact initiative and
growth, indicating the success of
educational material can be modular
education and awareness campaigns Conduct regular feedback sessions to
and easily updated.
in fostering a well-informed and understand user needs and adjust
Broad Strategy: Develop and engaged user base. strategies accordingly.
implement user education campaigns to
raise awareness about the various
features and benefits of using PhonePe,
and encourage users to explore and
utilize these features effectively.
 Why Enhance UI/UX ?
Here are a few points to explain why prioritizing Lever 1 (Enhancing UI/UX) should take
precedence in our strategic roadmap:
1. Tapping into the GenZ Market
The recent Rakuten survey indicates that we're underperforming with the 16-24 age group,
who prioritize premium feel and ease of use. Only 58% of this demographic prefers PhonePe,
compared to 84% for Paytm and 65% for GPay. By improving our UI/UX to cater to this
demographic's preferences, we stand to significantly improve our market share among this
crucial user base.
2. Immediate User Experience Lift
Improving UI/UX has an immediate and broad impact on user satisfaction and engagement,
which can directly affect MAUs and transaction volume.
 Why Enhance UI/UX ?
3. Quick Feasibility
Unlike more complex backend modifications or new reward program structures, UI/UX
improvements can be rolled out more swiftly and with fewer developmental resources. This
allows us to achieve quick wins and momentum.
4. Competitive Advantage
As the market is crowded, delivering a superior and premium user experience could be our
distinguishing factor, potentially attracting users from competitors like GPay and Paytm.
5. Scalable Impact
Any UI/UX enhancements can be initially A/B tested on a segmented user base, allowing us
to tweak and perfect the changes before a broader release. This minimizes risk and ensures
scalability.
 Why Enhance UI/UX?
6. Minimal Technical Barriers
UI/UX improvements usually entail fewer technical complexities compared to other options
like enhancing transaction speeds or creating new reward mechanisms, making it easier to
execute.
7. Meeting Market Demand
There's a burgeoning market need for intuitive and smooth user experiences. By investing in
UI/UX, we directly address this need, offering a compelling argument for user acquisition and
retention.
8. Synergistic Base
Once we've optimized the UI/UX, it provides a solid foundation for future enhancements—
whether they be in transaction speed or reward systems. A better user experience will make
these additional features more effective and easier to adopt.
 Solution
05 We have specifically focused
on the prioritized pain point
(UI/UX) and worked on it’s
solutions
 UI/UX problems
Address Feature Adds No immediate Value:
The address feature on our home screen is redundant and
detracts user from the core function of UPI payments.
Removing the address option will streamline the user
interface and help focus on primary actions.

QR Code Placement:
The scanner's current position is inconsistent with
industry standards, causing unnecessary friction for users
who are accustomed to other payment apps.
the competitors placement of the scanner is

Cluttered and Basic Home Screen:

The home screen is both cluttered and aesthetically
basic, making it hard to find options and diminishing
the perception of quality and trust. We need to
simplify the home screen by limiting the number of
displayed options and elevate the visual design to
deliver a more premium user experience

Lack of Quick Access to Frequent Contacts:

Our research shows that users commonly
send money via mobile number to a small
circle of friends and family. Adding a
'Frequent Contacts' section on the home
screen will enable quicker transactions,
reducing the number of taps required.
 UI/UX Wireframe
Suggestion boxes to pick the category of spend
that will be linked to the payment history, to
help the user remember their spends when they
QR placement review their transaction history.
(QR1)

Scanning page Enter amount page Select transaction UPI Pin page Transaction
QR placement account success page
(QR2)
 UI design description
Isometric Icons
Visual Appeal: The isometric design adds a modern, 3D touch to the
icons, making them aesthetically pleasing without overwhelming the
user. Accompanying text adds a layer of clarity for those unfamiliar
Scan QR
with the QR symbol, making the app more accessible.
Minimalistic Design
Focus: The minimalistic approach with fewer elements on the screen
draws attention to what’s important, reducing distractions and
improving usability.
RGB (103,57,183)
Color Scheme
Psychology: The light purple and white color scheme is not just
visually appealing, but also has a calming effect, which can positively
RGB (103,57,183)
impact user experience. This color scheme will be adjusted accordingly
for dark mode/light mode.
 Upcoming enhancements
Some thoughtful adjustments we propose for the next phase:
Streamlining Bank Account Selection: Currently, our process involves two separate
steps for choosing a bank account and confirming the payment. We can consolidate
these into a single step, allowing users to select their bank account and confirm the
payment on the same page. This reduces the need for multiple taps, accelerating the
transaction process and providing value to the user more swiftly.
Improving the Mobile Payment Flow: At present, when paying to a mobile number,
users are presented with a single text field to enter the payment amount. This can be
confusing. To enhance clarity and user experience, we propose adding a dedicated 'Pay'
button. Users can click 'Pay,' which will then prompt them to enter the amount, making
the payment process more intuitive.
GTM Strategy &
We have examined the strategies for
06
introducing the finalized solution to
the market and the metrics to
measure its success.
 Objectives & Key Results (OKRs)
Objective 1: Enhance user engagement and transaction volume through UI/UX
improvements (quick access to frequent contact & premium design).

• KR1: Achieve a 15% increase in the conversion rate of successful payments to

mobile numbers within 6 weeks.
• KR2: Increase user session durations by at least 10% within 6 weeks.

Objective 2: Optimize QR code scanner placement to boost its usage and retention.

• KR1: Achieve a minimum of 20% increase in QR code transactions with the new
placement within 6 weeks.
• KR2: Maintain or improve the usage rate of other transaction methods within 6
weeks.
 Objectives & Key Results (OKRs)
Objective 3: Implement Effective and Responsive Feedback Mechanisms

• KR1: Roll out user satisfaction surveys to at least 40% of the active user base in
the first month.
• KR2: Analyze and action user feedback for continual improvement within two
weeks of receiving it..

Objective 4: Minimize User Churn and Maximize Retention

• KR1: Reduce the user churn rate to below 5% within three months of the update.
• KR2: Secure at least 80% positive feedback on the new UI/UX changes within the
first month.
 A/B testing
Phase 1: After completion of internal testing the improvements need to be A/B tested.
The primary objective of this A/B testing is to empirically evaluate the impact of
various new features and design changes on user behavior. The aim is to understand:
• The influence of QR (1&2) on the frequency of QR transactions.
• The effect of introducing a 'Frequent Contacts' feature on the home screen to ease
P2P transactions.
• The user sentiment and engagement related to the revamped, premium UI design.

Advantages and disadvantages of A/B testing all the changes together:

• Comprehensive Insights: You'll get a better understanding of how these features
work together to influence user behavior.

.
 A/B testing
• Speed: You can test multiple changes simultaneously, which can be quicker than
testing them sequentially.
• Attribution Difficulty: It might become challenging to attribute changes in metrics
to a specific feature. If the QR code scanner's placement, frequent contacts, and UI
changes are all tested together, it's difficult to pinpoint which change led to any
observed differences.

We will conduct A/B tests targeting users aged 16-35 (GenZ and millennials) who lie
between power users and casual users. Each test will run for 6 weeks with a sample
size of at least 1000 users for each group (control and test).
 Hypothesis: We believe that the users are not using the app for merchant payments often
because of the QR placement

QR (1) would increase the QR (2) would increase the

merchant transactions merchant transactions
A/B Test 1 A/B Test 2
A/B Test 1: QR code (2) +
QR code (1) + frequent contacts +
frequent contacts + premium
premium design changes
design changes

Prioritization: Prioritization:
• Effort: Medium-High • Effort: Medium-High
• Probability: High • Probability: Medium
• Upside: High • Upside: Medium

Success metrics (all compared to control):

• Increase in QR code transactions.
• Conversion rate of successful payments to mobile numbers.
• Increase in number of transactions via mobile numbers.
• Increase in user session durations.
• Increase in the frequency of app launches

Trade-off Metrics (all compared to control)

• Any decrease in usage of other transaction methods.
• Decrease in user engagement with other features of the app.
• Negative feedback regarding the new design changes.
 Other Metrics
Secondary Metrics:
• User Session Length: Time spent on the app can indicate engagement level.
• Click-through Rates: For example, from the home screen to specific transaction types, to
measure if new designs are more intuitive.
• Customer Satisfaction Scores (CSAT): Post-transaction surveys to gauge immediate user
sentiment.
Guardrail Metrics:
• Customer Support Tickets: An increase could indicate confusion or problems with the
new features or design.
• Uninstalls: Increased uninstalls after implementing changes would be a red flag.
• Error Rates: Monitor for increases in transaction failures or app crashes.
• Load Time: Ensure that new design elements are not slowing down the app.
• Cost per Acquisition: Watch for an increase, which may indicate that added complexity is
driving users away.
 production
Phase 2: Launch
• Promotion: Start building hype through social media teasers, blog posts, and
possibly influencer partnerships.
• Release Rollout: Gradually roll out the update to the entire user base to ensure
smooth scaling.
• Launch Campaign: Conduct a multi-channel marketing campaign leveraging email,
social media, in-app notifications, and PR releases.

Phase 3: Post-Launch
• User Education: Create and disseminate tutorial videos or guides that walk users
through the new interface.
• Feedback Loop: Establish a system for collecting and analyzing user feedback
through surveys and app reviews.
Ongoing Monitoring and Iteration
1. Weekly Reviews: Conduct weekly internal
reviews to assess the real-time performance
of the new features against the KPIs.
2. User Surveys: Roll out monthly user surveys
to gauge satisfaction levels and areas for
improvement.
3. Market Dynamics: Keep an eye on competitor
moves and industry trends to make necessary
adjustments to our features or strategy.
4. Quarterly Updates: Based on the analysis,
plan for quarterly updates to the app to
introduce further refinements or new features