Problem Statement

The users who launch the app for first time after installing it very few do their first transaction

Our Goal
To increase the number of users who do their first transaction by giving new or improved product
solutions

Target Segment
•
PM School •
Age Range of customers between 26 to 86
60% of customers from top 30 cities and 40% from beyond

XIMB Case Study Reasons for not doing transaction

• Too many clicks to reach final payment window
Challenge 2020 • No review or feedback of product by customers
• Security concerns during payment
• Response of UI is slow
• Delivery date not feasible
• Complicated Checkout process
Team: Tiger & Jobless • Cannot see or calculate order total upfront
• Picture of medicine is unavailable
• Lack of Offers
Member 1: Sandeep K
Tripathy Metrics to improve HOW?
-Activation- Number of user profiles -Shorten the path to Aha moment
Member 2: Abinash Kumar created -Increase Aha moments in the path to
-Engagement- Average screen per session, adoption
Sahu session frequency, Average session duration -Self discovery of extent of problems
-Adoption- Number of subscription, Time -Realisation of what went wrong in past
College: XIMB taken for first transaction regimes
User Persona

Name: Chandler Name: Monica Name: Joey

Age: 27
-MBA student
-Usually busy in work so finds it hectic
when there are more number of clicks
needed to reach final buying page
-Wants to view picture of medicine
before buying
Age: 40
-Home maker
-Doesn’t want to share financial
information due to security concern
-Finds difficult to type in address
during checkout due to slow typing
speed
Age: 60
-Retired
-Does not want a complicated
checkout process
-Needs monthly medicine to be
delivered (Subscription model)
-Concerned about security option

User Journey

Uploads
Prescription

Opens Adds
Medlife APP medicines Checkout Order Placed
into cart
Searches for
medicine
without
prescription
New Feature 1: Customized Delivery Option
At present the delivery date is not
visible and customer cannot
choose the time of delivery on its
own. Problem with this is customer
may not be home for a week or may
not be at home for a certain period of
time. So it is better to allow customer
to choose his/her own time of delivery
Enter Preferred
Date of delivery
Enter Preferred
Delivery Time
The customized time slot can be
in form of dropdown with
delivery timings as 7am to 9am,
9am to 11 am, 11am to 1pm etc.
The customer can choose a
delivery time according to him/her
Both the fields to be made
mandatory to be chosen
The customized date slot can
be in calendar format where
the customer chooses the
delivery date. The available
dates can be for a week.
Value proposition for User:
-User gets to choose their own time &
date of delivery
-Need not worry about missing the
order delivery now
Value proposition for Medlife:
-Creating Aha moment
-Increased acquisition
-Increased engagement
Key Metrics:
-Bounce Rate
-ARPU
-Average time spent on app per user
New Feature 2: MEDLIFE GOLD

Feature Description Sidebar showcasing Feature Plan Bonanza

-Deep Discounts for loyalists will help Medlife -Direct to Feature page on clicking Loyalty Pass for 30 days
be the Go to platform for availing deals Save 15% on each transaction for
Assumption next 30 days valid for all categories

-The reason for current low retention is
constant availability of better
personalized deals on other platform
Strategy
-Membership program to secure Retention
-Deal for all product category
and -Discounted deal and offer for Lab test
or consultancy with physician and LAB Test
Unlock Medlife Gold
Unlock a comprehensive full body
check plan with 80% off

-MedlifeGold can be unlock with reward

points -Depend on the frequency and basket
-It will help to build a habit among consumers size reward point will be added Silver Gold Dimond Ruby

-Motivation to seek deals on Medlife

Earn Points in every purchase
-Running deals = constant searches for deals -Reward point can be redeemed to
get attractive offer

Insights
• Myntra targeted 10 Mn user from Insider loyalty
program with GMV of $2 Bn Key Performance Indicator
• Zomato Gold drove 25%-30% business
• 60% increase in Dine Out Transactions Reward
Unlocks per accumulated per Redemption Rate
Month month
*Sources : Inc42, Livemint
New Feature 3: Gamification

Feature Insights Strategies

• Gamification increases trafic and user
engagement on application
• Increased Stickiness of the
application
• Promote short term campaign to
engage users
• 30% of companies using gamification improved
registration conversion rates by 50%
• Gamified options have been known to turn 2-
3% conversion rates into conversion rates of
30% or more
*TechValidate’s report
• Offer Spin Wheel to engage
Consumer.
• Delayed Gratification Technique to
improve retention.
• Improve Word of Mouth through this
feature.
• Boost conversions by Spin to win

Lucky Wheel Value proposition to Medlife

40% off
on Lab Test
Live reward point winner
Better Luck Next time !
Get a free spin in next
12:00 Hrs for rewards!
Share with your
friends to get 7 more
spin Free !
•Increased Engagement.
Wheel pop up plugin to increase •Increased Acquisition.
conversion •Increased Retention Rate.
Intuitive discount
•Increased Loyalty
Effective CTA through
•Increased Revenue
Grab attention of the user as a
proof of reward
Create impulsivity among user
Metrics
DELAYED GRATIFICATION
• Timer to update user to return •DAU/MAU
• Push Notification on timer
• Referral on the go to attract •Number of Orders placed/User
most customer
•Retention rate
Problem : Too many number of clicks Improvement: Optimizing number of clicks

Odisha

Order Details

Address entry

Delivery Frequency
Step 1 Step 2: Order Step 3: Address entry Step 4: Delivery
Details Frequency
Confirm and Pay

-Presently after selecting a product a user needs to go through 4 steps to reach the
final payment page
-Multiple webpages puts load on server there by decreasing response speed
-With so many clicks involved makes a customer feel the checkout process to be
Step 1 Step 2
hectic (time consuming){psychological factor} In Step 2 of the problem shown on left hand side that page can be
combined with step 3 and step 4 where in on top Order details
are shown, the next segment shows address entry region, the
last segment shows delivery frequency part and proceed to
Key Metrics: payment button (As shown in Step 2 above) which will reduce the
-Conversion rate webpage redirection time as well as affect customer’s psychology
-DAU/MAU making him/her fell the time spent buying the product to be less.
-Time taken for first transaction
Problem: Pictures of Medicine unavailable Improvement: Pictures of Medicine to be visible

Key Metrics:
-Number of order
placed per User

Sometimes a user buys a

medicine referring to the
A visible picture
packaging of an old used
of medicine
medicine.
can help
For example a person can go
customer
to a medicine shop with the
choose which
old packet of medicine he/she
medicine
bought, as a reference to get
he/she needs
same type of medicine.
to buy
As in some case here the
picture is missing an user
may refrain from buying the
medicine from medlife app.

P.S.
Picture taken from
Google.
Improvement: Payment security concern
Presently the App no where has
guaranteed explicitly the
safety while paying. This may
result in user adding the product
in cart and abandoning the
buying process. As in COVID-19
people prefer doing online
transaction rather than Cash on
Delivery they want explicit
mentioning of security seals
Improvement: Progress Bar
Explicitly mentioning
the payment methods to
be safe gives customer a
feeling that their financial
account details are safe
and wont be stolen.
Display trust seals and
signals throughout the
process so customers
know their information
is safe.
-A progress bar to let the
customer know how many more
segments are their left to be Odisha
filled
-Black colour line represents
the segment customer is
currently filling or has already
filled Order Details
-Grey colour line represents
the number of segments left to
be filled.
Address entry
-Progress bars are the best
way to smooth out the waiting
process for the users. Delivery Frequency
-Providing them will give users
Confirm and Pay
infinite patience (to some
extent) and will grant a
positive user experience.
-Progress bar can tackle
uncertainty well.
Key Metrics:
-Conversion rate
-Time taken to do transaction
Success Criteria

METRICS
GOALS SIGNALS METRICS
HEART
HAPPINESS User Satisfaction Total value of sales, App. NPS, Average App rating
rating

ENGAGEMENT User Personalising Total number of order, Total Revenue per user,
Offer Time spent on the App Average orders per Month

ADOPTION User Onboarding Number of App Number of reviews of

downloads, New Users, Users
FTUE
RETENTION User Loyalty No of referral, Monthly Retention Rate,
Abandonment rate Customer LTV

TASK SUCCESS User Goal Completion User Analytics and User Number of items Sold,
Studies Number of Points Earned
Metrics Wrongly Impacted

Bounce rate must be analyzed per Churn Rate : If churn rate is going up,
LTV:CAC Ratio: This is to understand
page/feature-wise, looking at MEDLIFE must analyse what kind of
how much company is spending to
user journeys, to understand if a users they are losing. As per their past
maximize growth and revenue, on
particular feature is experiencing trends, the users must be offered
acquiring customer. If it’s low, company
maximum bounce rate, it should customized deals/discounts through
needs to evaluate to cut down costs on
be improved accordingly. mails or notifications (in case the app is
customer acquisition
still installed), to bring them back

Monthly Revenue : If the Cumulative Inefficient implementation of the

Revenue is going down, per feature feature could cause distrust in users
revenue must be considered to see about how a profile is verified, App
which feature is doing well and which is reviews/ratings and Weekly Active
not. users can be tracked.