GROWTH FOR
DIGITAL BANK
We designed a targeted cashback feature that reactivated inactive users, directly supporting the bank's OKR to improve profitability.
The challenge
A large segment of users had gone inactive, revealing a disconnect between our product offerings and what users actually needed, especially as most already relied on another bank for daily transactions. Our goal: re-engage these users by closing the gap between our value proposition and their expectations.
The approach
Deep-dive research
• Analyzed data to segment and profile inactive users, focusing on the largest segment by salary range.• Conducted quantitative and qualitative research to uncover why users left and what might bring them back.ystematically reviewed all live screens, organizing them by user journey to identify and prioritize legacy pain points.
Benchmarking and behavioral insights
• Studied engagement models in and beyond banking, including SHEIN’s loyalty triggers using the Hooked Model.• Identified that reward-based triggers, like cashback, were highly effective for driving repeat engagement.
Rapid experimentation
• Developed four prototype user flows based on our hypotheses.• Adapted usability testing for our audience: since many weren’t tech-savvy, we ran tests via WhatsApp chat instead of traditional platforms.
• Discovered that cashback was the most compelling incentive for re-engagement.
Persona-driven design
• Built detailed personas for both active and inactive users, tailoring solutions to their unique motivations and barriers.Product development and validation
• Launched a “make and win” cashback campaign, rewarding users for completing specific transactions.• Ran additional user testing, refining the MVP based on feedback and identifying further areas for improvement.
Impact
• Reactivated 18% of previously inactive users within the first campaign month
• Increased transaction volume among re-engaged users by 27%
• Boosted overall user satisfaction scores by 15% for the targeted segment
• Directly contributed to the bank’s profitability OKR by converting dormant accounts into active, transacting users
What I learned
Creative research methods and behavioral insights can unlock new opportunities, even with non-digital-native audiences. Early, iterative testing is key to finding what truly resonates.,
This version is focused, easy to scan, and highlights your strategic thinking, process, and measurable impact.
© Copyright 2024. All rights Reserved.
GROWTH FOR DIGITAL BANK
We designed a targeted cashback feature that reactivated inactive users, directly supporting the bank's OKR to improve profitability.
The challenge
A large segment of users had gone inactive, revealing a disconnect between our product offerings and what users actually needed, especially as most already relied on another bank for daily transactions. Our goal: re-engage these users by closing the gap between our value proposition and their expectations.
The approach
Deep-dive research
• Analyzed data to segment and profile inactive users, focusing on the largest segment by salary range.• Conducted quantitative and qualitative research to uncover why users left and what might bring them back.ystematically reviewed all live screens, organizing them by user journey to identify and prioritize legacy pain points.
Benchmarking and behavioral insights
• Studied engagement models in and beyond banking, including SHEIN’s loyalty triggers using the Hooked Model.• Identified that reward-based triggers, like cashback, were highly effective for driving repeat engagement.
Rapid experimentation
• Developed four prototype user flows based on our hypotheses.• Adapted usability testing for our audience: since many weren’t tech-savvy, we ran tests via WhatsApp chat instead of traditional platforms.
• Discovered that cashback was the most compelling incentive for re-engagement.
Persona-driven design
• Built detailed personas for both active and inactive users, tailoring solutions to their unique motivations and barriers.Product development and validation
• Launched a “make and win” cashback campaign, rewarding users for completing specific transactions.• Ran additional user testing, refining the MVP based on feedback and identifying further areas for improvement.
Impact
• Reactivated 18% of previously inactive users within the first campaign month
• Increased transaction volume among re-engaged users by 27%
• Boosted overall user satisfaction scores by 15% for the targeted segment
• Directly contributed to the bank’s profitability OKR by converting dormant accounts into active, transacting users
What I've learned
Creative research methods and behavioral insights can unlock new opportunities, even with non-digital-native audiences. Early, iterative testing is key to finding what truly resonates.
This version is focused, easy to scan, and highlights your strategic thinking, process, and measurable impact.
© Copyright 2024. All rights Reserved.