Why Did We Do This?

Our teacher onboarding was complicated, slow, and entirely manual, taking too much time and effort from our operations team. We needed to speed up the process, reduce manual work, and make life easier for both teachers and our staff.

How Did We Identify the Problem?

• We talked directly with teachers and our operations team through surveys and interviews.
• Found that manual handling caused delays, confusion, and difficulty tracking application statuses.
• Discovered the qualification test was desktop-only, excluding many teachers who only had mobile phones.

What Did We Change?

• Made the entire onboarding journey digital and mobile-friendly.
• Added clear progress indicators and automatic status updates.
• Set up automated reminders to keep teachers informed and engaged.
• Optimized qualification tests to work seamlessly on mobile devices.

Overcoming Challenges:

• Mobile Usability: We redesigned tests to be intuitive and easy to complete on mobile phones.
• Transition to Digital: We gradually rolled out the new system and provided training to ensure everyone adjusted smoothly.
• Clear Communication: Implemented automated notifications to ensure teachers always knew their application status.

What Were the Results?

• Reduced turnaround time by around 60%, cutting down from 10 days to just 4 days.
• Decreased the workload of our operations team by about 50%.
• More teachers completed the onboarding successfully and felt satisfied with the improved process.
• Expanded access significantly for teachers without laptops or desktops.

Technologies We Used:

Objective:

Increase transaction retention among SIP (Systematic Investment Plan) users on our mutual fund platform.

Understand user behavior around SIP payments and tackle issues preventing consistent monthly contributions.

Identified Problem:

• 70% of mutual fund transactions were driven by SIP users.
• Although autopay options existed, many users were hesitant or unwilling to adopt them, despite numerous awareness campaigns.
• Existing reminder communications weren't effective enough to ensure users paid SIPs consistently on their due dates.

Research & Analysis:

Conducted extensive user research and analyzed transactional data to identify behavioral insights.

Findings:

• Users preferred manual payments on SIP due dates and resisted autopay due to various personal preferences.
• Many users intended to pay manually but missed their SIP dates due to forgetfulness.
• Post-due-date analysis showed users often compensated by creating new lump-sum or additional SIP payments, indicating clear intent but suboptimal execution.

Solution Implemented:

• Introduced a prominently visible "SIP Pay" option on the home screen specifically on SIP due dates.
• Enabled the SIP Pay feature to remain active for an additional 3 days after the due date, providing flexibility for users who missed the original date.
• Enhanced communication via timely notifications and gentle reminders emphasizing ease and urgency without pushing autopay aggressively.

Flow Diagram:

The diagram above illustrates the SIP Payment User Flow, showing how users interact with the system on due dates and during the grace period.

Results & Impact:

• Achieved a significant improvement in SIP payment compliance, leading to a 25% increase in SIP retention and overall transaction retention.
• Improved user satisfaction and experience, accommodating user preferences effectively without enforcing autopay.

Challenges Overcome:

• User Resistance: Resolved by respecting their preference for manual control, while still ensuring timely payment.
• Communication: Adjusted ineffective methods with improved and targeted user-centric notifications.

Tech & Tools Used:

Objective:

Increase transaction retention among SIP (Systematic Investment Plan) users on our mutual fund platform.

Understand user behavior around SIP payments and tackle issues preventing consistent monthly contributions.

Identified Problem:

• 70% of mutual fund transactions were driven by SIP users.
• Although autopay options existed, many users were hesitant or unwilling to adopt them, despite numerous awareness campaigns.
• Existing reminder communications weren't effective enough to ensure users paid SIPs consistently on their due dates.

Research & Analysis:

Conducted extensive user research and analyzed transactional data to identify behavioral insights.

Findings:

• Users preferred manual payments on SIP due dates and resisted autopay due to various personal preferences.
• Many users intended to pay manually but missed their SIP dates due to forgetfulness.
• Post-due-date analysis showed users often compensated by creating new lump-sum or additional SIP payments, indicating clear intent but suboptimal execution.

Solution Implemented:

• Introduced a prominently visible "SIP Pay" option on the home screen specifically on SIP due dates.
• Enabled the SIP Pay feature to remain active for an additional 3 days after the due date, providing flexibility for users who missed the original date.
• Enhanced communication via timely notifications and gentle reminders emphasizing ease and urgency without pushing autopay aggressively.

Flow Diagram:

The diagram above illustrates the SIP Payment User Flow, showing how users interact with the system on due dates and during the grace period.

Results & Impact:

• Achieved a significant improvement in SIP payment compliance, leading to a 25% increase in SIP retention and overall transaction retention.
• Improved user satisfaction and experience, accommodating user preferences effectively without enforcing autopay.

Challenges Overcome:

• User Resistance: Resolved by respecting their preference for manual control, while still ensuring timely payment.
• Communication: Adjusted ineffective methods with improved and targeted user-centric notifications.

Tech & Tools Used:

Objective:

Increase transaction retention among SIP (Systematic Investment Plan) users on our mutual fund platform.

Understand user behavior around SIP payments and tackle issues preventing consistent monthly contributions.

Identified Problem:

• 70% of mutual fund transactions were driven by SIP users.
• Although autopay options existed, many users were hesitant or unwilling to adopt them, despite numerous awareness campaigns.
• Existing reminder communications weren't effective enough to ensure users paid SIPs consistently on their due dates.

Research & Analysis:

Conducted extensive user research and analyzed transactional data to identify behavioral insights.

Findings:

• Users preferred manual payments on SIP due dates and resisted autopay due to various personal preferences.
• Many users intended to pay manually but missed their SIP dates due to forgetfulness.
• Post-due-date analysis showed users often compensated by creating new lump-sum or additional SIP payments, indicating clear intent but suboptimal execution.

Solution Implemented:

• Introduced a prominently visible "SIP Pay" option on the home screen specifically on SIP due dates.
• Enabled the SIP Pay feature to remain active for an additional 3 days after the due date, providing flexibility for users who missed the original date.
• Enhanced communication via timely notifications and gentle reminders emphasizing ease and urgency without pushing autopay aggressively.

Flow Diagram:

The diagram above illustrates the SIP Payment User Flow, showing how users interact with the system on due dates and during the grace period.

Results & Impact:

• Achieved a significant improvement in SIP payment compliance, leading to a 25% increase in SIP retention and overall transaction retention.
• Improved user satisfaction and experience, accommodating user preferences effectively without enforcing autopay.

Challenges Overcome:

• User Resistance: Resolved by respecting their preference for manual control, while still ensuring timely payment.
• Communication: Adjusted ineffective methods with improved and targeted user-centric notifications.

Tech & Tools Used:

Why Did We Do This?

We wanted to increase user engagement and retention ("app stickiness") by helping kids enhance their math skills. Our core belief was that consistent practice makes perfect, particularly for basic math operations and formulas.

How Did We Identify the Need?

• Observed that kids needed frequent practice to build confidence and proficiency in math.
• Feedback from parents and teachers indicated the demand for structured daily practice routines.

What Did We Create?

• Introduced the "Daily Math Gym," a fun, interactive math practice session that goes live daily at 6 PM.
• Each session included five engaging sets of exercises covering addition, subtraction, multiplication, math tables, and small formulas.
• Implemented a scoring system to provide immediate feedback.
• Added a "streak" feature to motivate kids to practice daily.

Challenges & Solutions:

• Ensuring Regular Engagement: Introduced streaks to reward consistent daily participation.
• Balancing Difficulty: Regularly updated exercise difficulty based on user performance data.
• User-friendly Timing: Scheduled sessions strategically at 6 PM, aligning with children's routines.

What Were the Results?

• User engagement increased by approximately 75%.
• Notable improvement in math skills, confirmed by parents and educators.
• Significant increase in app stickiness and daily return rates.

Technologies Used:

Objective:

• Maximize user participation and assets under management (AUM) during the limited 15-day window for each New Fund Offering (NFO).
• Cross-sell effectively within our existing brokerage user base to enhance overall engagement.

Challenges Identified:

• Short timeframe (15 days) to generate awareness, build trust, and convert interest into actual investments.
• Ensuring differentiation in a crowded marketplace of active, passive, and ETF funds.

Strategic Approach & My Role:

• End-to-End Marketing Strategy: Developed comprehensive marketing plans, including brand positioning, messaging, digital & outdoor media, and event activations.
• Partnered with creative agencies to craft compelling campaigns and visuals.
• Effective User Education: Designed and executed targeted educational initiatives, clearly communicating fund objectives, benefits, and suitability.
• Leveraged webinars, explainer videos, and easy-to-digest content to simplify complex fund strategies.
• Cross-Selling within Existing User Base: Strategically positioned NFOs within our brokerage app, leveraging in-app banners, emails, push notifications, and dedicated landing pages.
• Personalized marketing efforts to match NFO offerings with suitable existing customers.
• Outdoor & Digital Marketing Activation: Executed high-visibility campaigns via targeted outdoor marketing (billboards, digital kiosks) in strategic locations.
• Launched performance-driven digital campaigns, tracking effectiveness through detailed analytics.

NFO Marketing Flow Diagram:

(Placeholder for NFO Marketing Strategy Flow Diagram Image)

Results & Achievements:

• Successfully launched 12 NFOs (active & passive including ETFs), collectively raising ₹600 Crore AUM.
• Achieved high user engagement through cross-selling, with 35% of investments coming from existing brokerage customers.
• Educational content generated 50,000+ views, significantly boosting user confidence and clarity.
• Delivered strong brand visibility and recall through multi-channel marketing campaigns.

Tools & Platforms Used:

Team Collaboration:

• Closely collaborated with internal Product, Sales, and Operations teams.
• Managed external creative, media, and PR agencies to execute campaigns efficiently.

Duration:

• Each NFO: 15-day intensive marketing period
• End-to-end execution period per NFO: 4 weeks (pre-launch, launch, post-launch)

Objective:

• Increase transaction retention among SIP (Systematic Investment Plan) users on our mutual fund platform.
• Understand user behavior around SIP payments and tackle issues preventing consistent monthly contributions.

Identified Problem:

• 70% of mutual fund transactions were driven by SIP users.
• Although autopay options existed, many users were hesitant or unwilling to adopt them, despite numerous awareness campaigns.
• Existing reminder communications weren't effective enough to ensure users paid SIPs consistently on their due dates.

Research & Findings

• Conducted extensive user research and analyzed transactional data to identify behavioral insights.
• Users preferred manual payments on SIP due dates and resisted autopay due to various personal preferences.
• Many users intended to pay manually but missed their SIP dates due to forgetfulness.
• Post-due-date analysis showed users often compensated by creating new lump-sum or additional SIP payments, indicating clear intent but suboptimal execution.

Solution Implemented

• Introduced a prominently visible "SIP Pay" option on the home screen specifically on SIP due dates.
• Enabled the SIP Pay feature to remain active for an additional 3 days after the due date, providing flexibility for users who missed the original date.
• Enhanced communication via timely notifications and gentle reminders emphasizing ease and urgency without pushing autopay aggressively.