Product Development

Referral Module @ Refyne

Amplifying Growth Through Word-of-Mouth

What?

• Crafted a dynamic customer acquisition and retention tool, empowering our product to organically expand its user base through word-of-mouth referrals

• Seamlessly integrated this feature into our platform, allowing users to effortlessly share personalized referral links via WhatsApp, email, social media, or direct messaging

Why?

• Acknowledging the vast potential within our existing user network, we designed the referrals module to drive substantial user growth

• Leveraged the cost-effective and highly trusted approach of acquiring new users through personal recommendations

​

How?

• As one of my inaugural projects as a new product manager, I collaborated closely with a senior PM to enhance the existing referral module based on recent insights

• Independently, I introduced additional features that emphasized WhatsApp sharing, aligning with our user research, which indicated a strong preference for this medium in referrals

• Addressed user confusion surrounding Referral Rewards by simplifying the user story on the Rewards page, creating a more coherent experience

• Also, worked closely with the marketing team to proactively release the referral module for users in a targeted manner, based on different user segment behaviour

​

Key Results / Impact?

• This feature not only supercharged user growth but also fostered a tight-knit community among our users.

• Some of our standout users took to YouTube, enthusiastically educating their followers about Refyne and its referral module.

• A significant portion of newly onboarded users came aboard through the referral module, enhancing platform engagement and adoption.

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

Refyne App Homepage Redesign

Elevating UX and Product Discovery

What?

• Spearheaded a comprehensive overhaul of our app's home screen, the initial touchpoint for our users.

• The objective was to craft an enticing, user-friendly experience, encouraging users to explore our financial wellness services.

Why?

• After in-depth user conversations, we discovered users found our existing homepage overwhelming, prompting a need for simplification

• As our product suite expanded, we aimed to transform our homepage from a single-focused space to an expandable one, improving product discoverability

• The redesign underscored our commitment to user-centric design and showcased our diverse financial services

​

How?

• We collated extensive user pain-points from prior research and gathered insights from different teams at Refyne.

• This data helped us prioritize key pain-points from both user and business perspectives.

• In collaboration with the design team, we created wireframes for potential solutions and conducted usability research.

• The redesigned homepage prominently featured financial tools and services and was optimized for performance and responsiveness.

​

Key Results / Impact?

• Enhanced user experience, contributing to customer attraction and retention.

• The app homepage became modular, supporting multiple product lines simultaneously.

• We introduced five cross-selling components on the homepage, simplifying product discovery for users and promoting our diverse financial services.

​

​

​

​

​

​

Spin the Wheel Campaign

Catalyzing User Acquisition and Engagement

What?

• Designed and built the Spin the Wheel Campaign from ground up, as part of the country-wide "The Refyne Festival"

• The campaign enabled users to engage in a gamified experience, where they could spin a digital wheel to win prizes, discounts, and exclusive financial service offers.

• As part of this campaign, we also built capability to gift a product as a reward to users, upon completion of certain user actions

Why?​​

• The campaign sprang from our aspiration to infuse gamification into our platform, forging deeper connections with our users, amplifying platform activity, and showcasing our extensive suite of financial services

• Our primary aim was to achieve peak daily active users on Refyne throughout the campaign's duration

​

How?

• Our team collaborated closely, meticulously crafting an alluring digital wheel adorned with visually captivating graphics and an instinctive user interface

• Through extensive industry research, we discerned that visuals and enticing rewards played pivotal roles in user engagement with gamification modules. To cater to this insight, we engineered a comprehensive engine to curate the most appealing rewards for each user segment

• After tireless nights, our dedicated team delivered the campaign on schedule, yielding invaluable insights.

• Additionally, we partnered with the growth team to strategically plan communication strategies, ensuring tailored messages reached the right target segments

​

Key Results / Impact?

• We soared to our highest daily active user count on the second day of the campaign, marking a significant achievement

• As the campaign neared its conclusion, we witnessed a surge in repeat users, affirming the potential of on-product campaigns

• The campaign's core, which offered our product/service as rewards, substantially reduced cash burn and operational costs associated with user engagement events, underlining its efficiency and value to our fintech startup

​

​

​

​

​

​

Virtual Rewards Module

An Independence Day Campaign

What?

• Strategised, designed and built the Independence Day Campaign from the ideation to go-to-market

• Crafted to celebrate the Independence Day of India by offering users virtual rewards in the form of "Independence Stamps" to users upon completion of critical user actions in the user flow

• An interactive and engaging module integrated seamlessly with our fintech platform

Why?

• Fostered a deeper connection with users, embracing the opportunity to celebrate a momentous national day alongside our valued user base.

• Strategically aimed to harness user-driven virality, expanding the campaign's reach organically as users shared their experiences.

• Demonstrated and reinforced our brand's unwavering commitment to addressing users' diverse financial needs, building trust and loyalty.

How?

• The campaign's design was strategically structured to prompt users to share their delightful experiences, effectively amplifying the campaign's reach through user-generated content.

• After thorough market and user research, we seamlessly integrated a virtual badge module into the Independence Day Campaign. These badges showcased iconic monuments from across the nation, symbolizing unity in diversity and resonating with our diverse user base.

• The campaign's narrative and branding were meticulously curated through insights gathered from a variety of user research methods, ensuring a thematic connection with our user community.

• The campaign officially launched at 9 AM on August 14, 2023, following extensive preparation and planning.

• To further enhance user engagement, we introduced engagement booster modules within the campaign. Notable components included the "Happy Hour" for badges and special stamp giveaways.

​

Key Results / Impact

• The campaign delivered extraordinary results, evident in the record-breaking number of daily transactions on our platform, particularly on Mondays.

• Nearly every day throughout the campaign period witnessed a surge in transaction volumes, showcasing remarkable user engagement.

• The campaign's cost-effective approach, utilizing virtual rewards instead of direct cash incentives, yielded an exceptional return on investment (RoI), setting a new benchmark for campaign success and cost efficiency.

Refyne iOS App

Navigating the iOS Ecosystem

What?

• Developed the Refyne iOS App from the ground up, expanding our fintech startup's digital presence

• The iOS app serves as a comprehensive platform for users to manage their financial wellness, offering tools, resources, and services

• Designed to provide users with an intuitive and seamless mobile experience, granting easy access to our financial services

​

Why?

• Addressed the growing trend of iOS consumption among white-collar users, catering to the preferences of this demographic

• Positioned the app strategically to resonate with business leaders within our B2B2C clientele, aligning with their preferences and expectations

• Recognized the imperative need for a mobile-first solution to elevate user engagement and broaden our user base, staying ahead of industry trends

​

How?

• Spearheaded the initiative with an integrated approach involving close collaboration with cross-functional teams, including designers, developers, and QA experts

• While our adept engineers replicated the Android app for iOS, meticulous attention was given to ensuring comprehensive quality assurance, addressing all aspects and edge cases

• Conducted an in-depth review of the existing Android app to perform a successful pre-mortem of the iOS app, guaranteeing a seamless user experience

• Actively collaborated with the Apple team, ensuring adherence to all protocols within the planned time-frame, and validating iOS-specific functionalities

​

Key Results / Impact?

• The inclusion of the Refyne iOS app contributed to a remarkable 5% increase in our user base within just three months

• We achieved a substantial improvement in the user experience for nearly 2% of our existing user base after the launch of the Refyne iOS app

• The accessibility of the app to business leaders enhanced our client conversion rates in the long run, making it easier for them to explore and engage with the Refyne platform

• Overall, this strategic move positioned Refyne as a dynamic and adaptable fintech solution, attracting a broader audience while retaining and satisfying our existing user base