Building USP For To Increase Engagement: by - Sobhangi Sarkar

Building USP for cred
to Increase Engagement
By - Sobhangi Sarkar
https://www.linkedin.com/in/sobhangi17/
https://www.behance.net/sobhangisarkar
about Cred
CRED is a members-only club that rewards individuals for their timely credit card bill
payments by providing them with exclusive offers and access to premium experiences. It is
a platform that allows credit card users to manage multiple cards along with an analysis of
their credit score. Members with a high Experian or CRIF score are eligible for exclusive
rewards upon payment of their credit card bills through the app. Among many of the features
in the app are CRED's credit card spend tracking and management feature which provided
the user with analysis of spend tracking and efficiency of usage of the card.
competitor
problem Statement
You’ve been onboarded as a Product Manager for CRED. As a strategic decision maker, you have to
work towards building a USP for your product so as to achieve the following goals:
● User Acquisition
● User Engagement/Retention
As a PM, you must come up with changes in the product. List out improvements in existing features or
suggest new features that can be added. Provide a name and a 2-sentence description for each
solution.
Select the highest value solution that you can identify that would help. Describe your chosen feature
and its value proposition both to the user and to CRED.
user Persona
Profile Goals
Name : Ellish 1. Uses credit card to make
Age : 35 payments
Profession : Director 2. Visits only once to make
payment
User Behavior
Pain Points
Tech friendly : 5/5
Game Addict : 3/5 ● Belongs to tier 2 city, difficult to find
Financial condition : 4/5 rewardThere
he canareuse
the main
● The UI of Reward section
purchase locations of is not user
friendly and
our one need to scroll to the
purchases
end to find the product they are
looking for. So doesn’t use it
user Persona
Profile Goals
Name : Sam 1. Sometime uses credit
Age 25 card to make payments
Profession : Doctor 2. Has multiple cards
User Behavior Pain Point

M Tech friendly 5/5 70% Following up for support
Game Addict 4/5 ticket on unsuccessful
W Financial condition 3/5 30% payments
features
Pain Points Proposed Solution Explanation
Unable to search There are so many offers listed in my offers page

but half of the offers will not be available in the
rewards available for Search & Filter rewards current city. So offers can be filtered by location,
them brand etc.
Opens only once a

There are great offers going on in cred
month to pay bills, Personalised nudges for availing great
which can be availed using coin so nudges
doesn’t use app offer using coins
for them can increase user engagement
otherwise
For any support, user have to call the

For support due to
All the complaints raised to be support team and then follow up on email,
unsuccessful payment
converted into tickets and a tab so right from the beginning a ticket will be
people have to follow up
showing all the active tickets created and people can follow up, see chat
on email
history, get call recording etc
wireframing - Feature 1
The search bar will

help users to directly
search for the rewards
of their choice and
filters will help to filter
the rewards by
categories.
Personalized Nudge
notification will help
to increase the
engagement on the
app
Here we can see all

the tickets which are
raised where users
can keep a track and
can click on any of the
ticket to start the
conversation
success Metrics
Feature KPI Metric Tradeoff Metric

1. [# of Users searching 1. Percentage of people 1. On searching directly if
for rewards/ Total searching the rewards they get 0 result, % of
Users]*100 on the page people dropping off
Search & Filter 2. [# of Users redeeming 2. Number of Users
the rewards/ Total redeeming the rewards
Users]*100
1. # of people clicking on 1. Average number of 1. % of people turning off

nudges/ # of Total people clicking the notification for Cred
Personalized Nudges Users nudge to open the
notification
1. # of people creating 1. Percentage of people 1. Users have to

tickets/ # of Total continuously follow up
Support Ticket Users creating the tickets on ticket for status
Thank You
By - Sobhangi Sarkar
https://www.linkedin.com/in/sobhangi17/
https://www.behance.net/sobhangisarkar

Building USP For To Increase Engagement: by - Sobhangi Sarkar

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Building USP for cred

User Behavior Pain Point

Unable to search There are so many offers listed in my offers page

Opens only once a

For any support, user have to call the

The search bar will

Here we can see all

Feature KPI Metric Tradeoff Metric

1. # of people clicking on 1. Average number of 1. % of people turning off

1. # of people creating 1. Percentage of people 1. Users have to

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