My Role
As a Product Designer responsible for the Engament team, my role consists of finding opportunities to improve Retention metrics and prevent Churn users.
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To comply with my non-disclosure agreement, I omitted confidential information and adjusted the numbers presented in this case.
Context
PicPay is a brazilian fintech that was born to make life easier by reinventing the way people deal with money.
their goal is to become a SuperApp.
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The company started to have a Product Team in 2019 with the mission to help North Star metrics like Acquision, Activation, Retention and the Credit Card launch.
Problem
We don't show the user the benefit of using PicPay and this
is a cause of Churn.
Data
Churn is higher for people who have been in the app for less than 6 months.
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Payment in stores using a credit card machine has a lower possibility of Churn.
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During the Research I conducted before this project, I found some reasons for Churn. Users mentioned that they don't have enough features to use on the app and they wait for a cashback campaign to start using it.
Discovery
We decided to investigate more about cashback. As a team focused on Growth (Retention) metric,
we identify growth opportunities to evolve existing features.
Steps:
Insight
We already have a lot of opportunities where users can get cashback, but they are only informed of this when we send
a push notification.
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However, many of them have turned off notifications, and we don't show this possibility inside the app.​
Define and Ideate
Make the use cases where the user can get cashback more visible in the app.
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Sucess metrics
Together with my Product Manager, we defined two metrics to work in this project:
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Co-creation and validation
Crazi eight's
Usability test (online and offline)
4 Technical Refinement
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Low-fidelity Prototype
We show the users 3 low fidelity prototypes​
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Prototype 1
Showing a promotion banner on the Home screen of the app.​​
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Prototype 2
With a specific page in the app for the promotion​​
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Prototype 3
Showing a button called "Benefits" in the tabbar​​
Usability Test results
Prototype 1 and 3 were not visible to the users.
Only 4 found the new user flow at Prototype 1 and 2
20
users
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Understood the Prototype 2, but some coudn't understand the meaning of "cashback" because it's an English word
11
users
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said that "Promotion" is easy to understand than "Benefits" when referring to cashback campaigns.
15
users
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High-fidelity Prototype
After the Usability test, I gathered the ideas and designed a high-fidelity prototype.
Development and Launch
As an MVP, we decided to focus on campaigns and places near the users. Changing an item in the Tabbar would be difficult for the development team.
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Therefore, we had to add a new item to the Feed to make the test possible.
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Launch
As we launched the MVP to a small percent of the base with feature flag, like ~50 thousand users.
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We observed the transactional behavior of these people for 2 weeks and decided to launch to all users.
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MVP explained
Promotion access highlighted in the feed
We added a banner to the feed for this flow and used words like "special selection" to make the experience more personalized, as there are different promotions depending on where the user is.
Promotion rules
We added the type of payment that generates cashback, how much the person could earn, and the word "cashback" within these details to start trying to teach the user the meaning of this word, given that many places in Brazil have started using it.
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Cashback Highlighted
We added a tag with the word "cashback" translated to Portuguese to make easier for users to understand where they can find this type of promotion near them.
Share with a friend
As The social aspect of sharing is very important for PicPay, given that a large part of the user base came through referrals, so we added a trigger to share promotions with people who have or do not have a PicPay account in this flow so that they can access the app.
Test results
After 2 weeks of testing, these are the results:
14%
increase​
in users logging in the app and making at least one transaction
25%
of our MAU
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(monthly active users) who access the app first go to the promotion tab
Learnings
The Promotion tab had a greater impact on new users, improving the activation metric.
What was initially an MVP grew significantly, and we needed to create a new team to support this product.
Users who use our app for cashback are the second-largest user profile in our base.
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