WINZO NEEDS TO LOOK AT MULTIPLE TARGET GROUPS FOR ACHIEVING NEXT PHASE

OF GROWTH
PROBLEM STATEMENT
Number of gamers is expected to reach around ~700 m in India by FY-25 with growth coming across demographics
and regions. Winzo being a marketplace for games needs to ensure proper on-boarding for these new users to
help them reach their “moment of truth(money added to wallet/First game played)” in the application

TARGETED USER PERSONAS

Experienced Gamer- Rohit Periodic Gamer- Veena Lapsed Gamer- Raj

18-24 | Male | Tier 2 towns | 25-34 | Female | Tier 2 towns | IT 34+ | Male | Tier 1 towns | IT
Demographic Professional | English
College Student Professional | Punjabi

(50% of gamers are tier 2-3) (40% of gamers are women) (30% of gamers are 35+)

Immersion – seeking familiar

Needs & Goals Competitive- Monetary Benefits, Social-want to play with friends,
games,
Achievement- Complete all quests, Creativity- New games
Action- Fast paced gaming Competitive- Monetary Benefits
 CURRENT ONBOARDING PROCESS LACKS AIDS IN DISCOVERY AND EDUCATION FOR
USERS

Not interested in Ludo Not interested in Winzo Wants to know his

Experienced Recommendations do not seem store competitive rank but is
Gamer- Rohit personalized unsure where to check

Not capturing Confusing header/bottom Winzo store and Promotions Promotions nomenclature
Periodic How to play is not
information on intent- navigation are placed along with other confusing with promotions
Gamer- Veena casual vs Active gaming contextualized to language on Winzomania landing
Not familiar with World war term game formats

Lapsed Gamer- No option for Mail log-in Too many choices presented- Not comfortable with adding
Raj if uncomfortable sharing overwhelmed money in the wallet to only
number spend on Winzo store
OTHER PAIN POINTS IN APP ONBOARDING THAT ARE COMMON ACROSS PERSONAS

Asking users to remember
everything up-front instead of
nudging them with guidance as
they go for e.g.= On playing Mania
let them know that by playing again
tomorrow, users have chance of
winning
Coupon gets auto-applied with
no directs for additional details
Not sure where to track progress
for potential winnings
How to play is not Progression to next level is confusing – no
contextualized to language for CTA exists for levelling system
most games
SUMMARIZING SOLUTION THEMES
OBSERVATION
Too many games are being shown
to users that are not relevant to
them
Landing screen is too “cluttered”
Users are not sure what is Winzo
Store / Clubs levels Benefits /
Games formats at the time of on-
boarding
Minimal incentive to follow happy
path at the time of on-boarding
Play a gameà Adds money to
Wallet à Spends earnings in
Store -> Refer
Navigation is confusing across
links and bottom menu
SOLUTION THEMES
Leverage Active Users Intent at the
time of on-boarding
Personalization through
Segmentation
Progressive Disclosure with an
Instructional Overlay
Gamify on-boarding process
Segregate navigation basis user
intent for e.g Game formats should
not be clubbed with Store
DETAILS
Prompting users to self-segment through one simple question (e.g. identifying which games they like or
which type of gamer they are- casual/experienced etc) and customizing their onboarding experience
to increase their chances of reaching their "aha moment”- First game played with money added in wallet
Create separate paths basis grouping which is performed at the beginning of the onboarding process.
For e.g: Casual games/Puzzles for Women 25-34 vs more Action focused games for Men 18-24
Use Progressive disclosure to mask functionalities and disclose the right information, exactly when the
user needs it. This will help ensure users are less overwhelmed if they're exposed to complex features
later.
For example: Introduce Winzo store only once a user has added money to the cart. Similarly, introduce
Clubs levels after one game has been played. These need be supported with instructional overlay along
with audio support.
Gamify on-boarding process with users collecting points/monetary benifits as they play more games, add
money to their wallets and spends on store.
While many of these functionalities exist in the app, they are too spread out for the user to be able to stich
a happy flow together.
When Navigation links are confusing/Not intuitive they can also be an excuse for your visitors to leave your
onboarding path
PRIORITIZATION OF SOLUTIONS THEMES AND POTENTIAL IMPACT

3
DISMISS NORTH STAR

Personalization through
2.5
Segmentation
EASE OF IMPLEMENTATION

2 Gamify on-boarding process

1.5
LITTLE VALUE QUICK WIN

1 Progressive Disclosure with an

Instructional Overlay Segregate navigation basis user
intent

Leverage Active Users Intent at

0.5
the time of on-boarding

0
0 0.5 1 1.5 2 2.5
IMPACT