Engagement & Retention

Engagement for Haqdarshak App

UNDERSTAND YOUR PRODUCT-

The core value proposition of Haqdarshak App is to improve socio-economic conditions and elevate the standard of living of communities by ensuring ‘last-mile’ service delivery of government welfare and financial services. Haqdarshak App does so by the following-
1. It provides easy access to welfare services via an assisted tech model. With technology being leveraged by a trained support agent, their model is designed to scale and empower.
2. It provides door-to-door assistance for application of government schemes and documents.
3. It also provides access to a huge catalogue of government schemes and documents.
The users experience the core value proposition repeatedly because of consistent app behaviour like-
1. New schemes being included as soon as government launches them.
2. Consistent government scheme/document application as and when people are eligible for them.
3. Personalised Home Page layout based on the type of user (Existing user, New user or Yojana Card User) + Efforts to cross-sell their Yojana Card to their users.
Since, eligibility for government schemes has a convoluted criteria and the process of scheme application expands over months, the natural frequency of Haqdarshak App is low as compared to other digital products in the market.
1. Casual Users: Once in six months
2. Core Users: Once in every second month
3. Power Users: Once every month
Haqdarshak has another sub product, Yojana Card. The Yojana Card is a first-of-its-kind, physical card that will help you not only discover the welfare schemes you are eligible for but also get you the support you need to unlock their benefits. With this card, your eligibility information is securely saved to discover welfare schemes. The natural frequency of Yojana card is similar to the Haqdarshak App-
1. Casual Users: Once in six months
2. Core Users: Once in every second month
3. Power Users: Once every month
The engagement framework that suits the Haqdarshak App the best is- New Feature Engagement. Haqdarshak's products currently include the following-
1. Haqdarshak App- The Play Store app for users to learn and apply for government schemes.
2. Yojana Card- The Yojana Card is a first-of-its-kind, physical card that will help users not only discover the welfare schemes they are eligible for but also get them the support they need to unlock their benefits. With this card, their eligibility information is securely saved to discover welfare schemes.
3. Yojana Portal- This is a web app which the users can access once they have scanned the QR code on their Yojana Card. This portal can be used to find eligible schemes, create bookings for schemes, etc. by the user.
4. Yojana Kendra- These are centers created by Haqdarshak to assist customers with scheme information and applications. Currently there are 57 active Yojana Kendras in 20 states.

As a user uses adjacent products of Haqdarshak, the core value proposition of - ‘last-mile’ service delivery of government welfare and financial services- increases. Furthermore, if a user is currently using the Haqdarshak App and then gets a Yojana Card, the user will get free screening service and hence the user expereince would get better.

DEFINE-

Actions that make a user an active user of Haqdarshak App-
1. Free User-
2. 1. Searches for government schemes on the Haqdarshak App and learns about its benefits, documents required and application process.
  2. Checks his/her eligibility for scheme by answering scheme eligibility related questions.
3. Paid User-
4. 1. Books an agent on the Haqdarshak app for scheme application service and pays the agent after scheme application service is received.

SEGMENT-

Haqdarshak App's active users can be segmented on the basis of products used in the following manner-

Casual Users- This would include users who have availed scheme application services from Haqdarshak under CSR Projects (B2B Channel)
Core Users- This would include users who had availed some scheme application services from Haqdarshak under CSR projects and are currently using the Haqdarshak App.
Power Users- This would include Haqdarshak app users who have Yojana Card as well.

ENGAGEMENT-

Engagement Campaigns- Following are the five campaigns that can be created to drive engagement on the Haqdarshak App-

Segmentation of the User	Goal	Channel	Pitch/Content	Offer	Frequency/Timing	Success Metric
Casual Users- This would include users who have availed scheme application services from Haqdarshak under CSR Projects (B2B Channel)	To onboard these users on the Haqdarshak App	SMSs/WhatsApp Messages	Namaste! Enjoyed the benefits of government schemes through our Haqdarshak agent? 🎉 Now, take your access to opportunities to the next level with the Haqdarshak app! 🚀 📲 Download now to: 1️⃣ Explore a treasure trove of government schemes. 2️⃣ Get personalized recommendations for schemes you qualify for. 3️⃣ Book appointments with our trusted agents for hassle-free applications. 🌟 Empower yourself with knowledge and accessibility at your fingertips! Don't miss out, download the Haqdarshak app today! 🌟 [Link to download the app]- https://play.google.com/store/apps/details?id=com.haqdarshak.jana&hl=en_IN&gl=US 📥	First scheme application free	After the benefits from scheme application under CSR Projects have been received	Number of casual users used the download link sent in the SMS to download the Haqdarshak on Play Store.
Core Users- This would include users who had availed some scheme application services from Haqdarshak under CSR projects and are currently using or have applied for schemes on the Haqdarshak App.	To nudge these app users to apply for a Yojana Card	SMSs/ WhatsApp Messages/Push Notifications	Exciting News! As a valued user of Haqdarshak App, you're already on the path to maximizing your benefits! 🎉 🌟 Now, take your journey a step further by applying for your Yojana Card! 🌟 With the Yojana Card: 1️⃣ Unlock exclusive access to welfare schemes tailored to your eligibility. 2️⃣ Enjoy personalized support to navigate and apply for schemes seamlessly. 3️⃣ Securely store your eligibility information for hassle-free scheme discovery. Don't miss out on this opportunity to elevate your access to welfare schemes! Apply for your Yojana Card today through the Haqdarshak App! 📲	Free mini screening along with Yojana Card	After the benefits from at least one scheme application created via Haqdarshak App have been received	1. CTR- No. of times the app notification was opened 2. Number of Yojana Card requests placed on the App by core users
Power Users- This would include Haqdarshak app users who have Yojana Card as well.	To make experience for the core users more personal.	SMSs/ WhatsApp Messages/Push Notifications	Namaste, Yojana Card holder! 🌟 Ready to take your benefits to the next level? Discover personalized government schemes tailored to your occupation and needs with the Haqdarshak App! 🚀 🌾 Are you a farmer? A worker? Whatever your occupation, unlock schemes designed just for you! 🛠️ With the Haqdarshak App: 1️⃣ Explore a curated list of schemes aligned with your occupation and requirements. 2️⃣ Receive personalized recommendations based on your eligibility and preferences. 3️⃣ Seamlessly apply for schemes with expert guidance at your fingertips. Maximize your benefits and empower your livelihood! Download the Haqdarshak App now and discover a world of opportunities! 📲	Free application service for the first occupation related (personalised) schemes.	After the benefits from more than one scheme application created via Haqdarshak App have been received	Number of power users applying for personalised schemes.
Farmers/Workers who have placed 1-2 service bookings on the Haqdarshak App and have receieved benefits successfully.	To increase discoverability of these valued farmers/workers on the Haqdarshak App	SMSs/ WhatsApp Messages/Push Notifications	📱 Hello, esteemed Farmers/Workers! 🌾 We value your contributions and want to amplify your voice on the Haqdarshak App! 🌟 Here's what we're offering: 1️⃣ Gain access to a exclusive discussion forum where you can share your feedback and experiences after service delivery by a Haqdarshak agent. 2️⃣ Rate and review your service interactions to help fellow users make informed decisions. 3️⃣ Increase your discoverability and influence within the Haqdarshak community. Your insights matter, and we want to empower you to share them! 🚀 Join the conversation on the Haqdarshak App and let your voice be heard! 📲	Access to discussion forum on the Haqdarshak App.	After the benefits from 1 or 2 scheme application created via haqdarshak app have been received.	Number of farmers/workers posted their rivews/ratings on the Haqdarshak App.
Farmers/Workers who have placed more than 2 service bookings on the Haqdarshak App and have received benefits successfully.	To make experience for the repeat users more personal.	SMSs/ WhatsApp Messages/Push Notifications	📱 Hello, valued Farmers/Workers! 🌾 Your continued trust and support mean the world to us, and we're excited to offer you personalized enhancements on the Haqdarshak App! 🌟 Here's what's new: 1️⃣ Customize your profile with a personal picture to add a touch of personality and identity. 2️⃣ Unlock VIP tags based on the number of services you've received, showcasing your loyalty and contributions. 3️⃣ Enjoy a tailored experience that reflects your status as a valued member of our community. Your loyalty deserves recognition, and we're thrilled to offer you these exclusive features! 🚀 Personalize your Haqdarshak App experience today and make it truly yours! 📲	Ability to personalise profile on Haqdarshak App	After 2 or more service bookings have been placed via Haqdarshak App and benefits have been received	Number of App users with personalised profile access.

RETENTION-

Understand-

Bird's Eye View-

The current retention rate of the Haqdarshak App (week-wise) is as follows-
1. Week 0- 100% (Total Users installed the Haqdarshak App= 4182)
2. Week 1- 18.9% (Total Users retained after 1 Week= 790)
3. Week 2- 10% (Total Users retained after 2 Weeks= 418)
4. Week 3- 7.4% (Total Users retained after 3 Weeks= 309)
5. Week 4- 5.7% (Total Users retained after 4 Weeks= 238)
6. Week 5- 4.5% (Total Users retained after 5 Weeks= 188.19)

Screenshot 2024-02-03 at 2.37.33 PM.png

The retention curve flatten after a span of 3-5 days.

Microscopic View-

ICPs for Haqdarshak App-

	ICP 1 (Farmers)	ICP 2 (Workers)	ICP 3 (MSMEs)
Name	Ram Prasad	Ghanshyam Lal	SitaRam Store
Age	40	35	NA
Gender	Male	Male	NA
Goals	Wants to come to formal economy	Wants social security	Wants formal financial services
Location	Bahraich, UP	Raipur, Chhatisgarh	Jaipur, Rajasthan
Marital Status	Married	Unmarried	NA
Pain Points	Faces crop failure every other season	Unable to manage enough finances to support family	Unable to find loan from the bank for the business
Current Solution	Request to government officials for help	Work extra hours	Borrows money from friends/family

The ICPs which derive the best retention for Haqdarshak App are- Farmers and Workers because the government launches more number of schemes for workers and farmers as compared to MSMEs. Hence the Haqdarshak App has more information for schemes relevant for these two ICPs.
The channels which derive the best retention are SMSs. As most of the farmers and workers are neither have smart phones not are that comfortable using them, SMSs have better reach and noticeability and hence retention.
The sub-feature which derive the best retention is scheme information. Since information on government schemes is difficult to find, most users come on the Haqdarshak App to learn about the scheme benefits, documents required, process of application and eligibility criteria.

Define-

The top reasons why users of Haqdarshak App churn are-
1. The OTP didn't get triggers in remote locations where farmers and workers live.
2. Poor User Interface on the Haqdarshak has resulted in churning of a lot of users.
3. App users have faced issues with not being able to modify their account/profile details on the Haqdarshak App.
4. A lot of government website links embedded in the Haqdarshak App were irresponsive.
5. Buffering time has been long for some app users while navigating through different features on the Haqdarshak App.
6. Many users have churned because they were not eligible for any scheme at the time of screening on the Haqdarshak App.

Dividing the aforementioned reasons into Voluntary and Involuntary Churn-

Voluntary Churn	Involuntary Churn
Poor User Interface on the Haqdarshak has resulted in churning of a lot of users.	The OTP didn't get triggers in remote locations where farmers and workers live.
App users have faced issues with not being able to modify their account/profile details on the Haqdarshak App.	Many users have churned because they were not eligible for any scheme at the time of screening on the Haqdarshak App.
A lot of government website links embedded in the Haqdarshak App were irresponsive.
Buffering time has been long for some app users while navigating through different features on the Haqdarshak App.

The negative actions that I would look for-
1. Play Store Ratings/Reviews
2. Comments under videos which featured Haqdarshak on YouTube (E.g. Shark Tank Video where Haqdarshak got featured)
3. Comments under posts shared by Haqdarshak's official accounts in LinkedIn, Instagram, etc.
4. User Drop-offs-
5. 1. Happening during the scheme eligibility check stage.
  2. Happening on or before service booking stage in the user journey.
Resurrection Campaigns- Following are the five campaigns that can be created to resurrect users on the Haqdarshak App-

Segmentation of the User	Goal	Channel	Pitch/Content	Offer	Frequency/Timing	Success Metric
Power users who have not used the Haqdarshak App in a span of six months	Bring back the power users on the app to apply for eligible schemes	SMSs/ WhatsApp Messages/Push Notifications	📱 Namaste, Haqdarshak App user! 👋 We've missed you! It's time to rediscover the power of opportunity waiting for you! 🌟 🚀 Haven't explored the app in a while? No worries! Here's why you should come back: 1️⃣ Access a wealth of government schemes tailored to your eligibility. 2️⃣ Get personalized support to navigate and apply for schemes hassle-free. 3️⃣ Stay informed about new opportunities that match your needs and interests. Your journey to empowerment awaits! 🌈 Don't miss out on the benefits you deserve! Reconnect with the Haqdarshak App today! 📲	30% Discount on the first application service delivered after the span of six months	Weekly	Number of power users who apply for schemes at a discounted rate
Core Users who have not applied for any government schemes as they were not eligible for any schemes	Bring back the core users on the app to learn about government schemes which have recently launched and check eligibility for them.	SMSs/ WhatsApp Messages/Push Notifications	📱 Namaste, valued Haqdarshak App user! 👋 We believe in keeping you informed and empowered, regardless of past eligibility. It's time to rediscover the Haqdarshak App for new opportunities! 🌟 Here's why you should give us another chance: 1️⃣ Explore newly launched schemes that might match your current eligibility. 2️⃣ Stay updated on evolving criteria and eligibility requirements. 3️⃣ Learn about a wide range of government initiatives beyond what you've explored before. Your journey to discovering opportunities begins anew! 🚀 Reconnect with the Haqdarshak App today and embark on a path of exploration and empowerment! 📲	Information of newly launched government schemes.	Weekly	Number of core users who apply for newly launched schemes.
Users who churned because they wanted to apply for the scheme themselves but couldn't find government website links on the Haqdarshak App	Bring back the users on the app to place a service booking for schemes	SMSs/WhatsApp Messages	📱 Namaste, esteemed Haqdarshak App user! 👋 We understand your desire for independence in applying for schemes. Let us make it easier for you! 🌟 Here's why you should reconsider: 1️⃣ Book a Haqdarshak agent directly from the app to assist you with scheme applications. 2️⃣ Enjoy personalized support tailored to your needs and eligibility. 3️⃣ Save time and effort by leveraging expert assistance for seamless applications. Your quest for independence doesn't have to mean going it alone! 🚀 Rediscover the Haqdarshak App and empower your journey with the support you need! 📲	30% Discount on the selected application service delivered	Weekly	Number of resurrected users who apply for schemes at a discounted rate
Power/Core Users who churned because they were not satisfied with the service delivered by the Haqdarshak agent	Bring back the user on the app to look for new schemes on the App	SMSs/WhatsApp Messages	📱 Namaste, valued Haqdarshak App user! 👋 We're sorry to hear about your previous experience. Your satisfaction is our priority, and we're committed to making things right! 🌟 Here's why you should give us another chance: 1️⃣ Explore a wide array of new schemes directly on the Haqdarshak App. 2️⃣ Discover personalized recommendations tailored to your needs and preferences. 3️⃣ Experience improved service standards and dedicated support channels. Your feedback matters, and we've listened! 🚀 Reconnect with the Haqdarshak App and rediscover a world of opportunities designed with your satisfaction in mind! 📲	Information of newly launched government schemes.	Monthly	Number of resurrected users who downloaded the Haqdarshak App again.
Users who churned because they got application service at a better fee on a competitor platform	Bring back the user on the app to look for new schemes on the App	SMSs/WhatsApp Messages	📱 Namaste, former Haqdarshak App user! 👋 We understand the value of getting the best service at the best price. That's why we're offering you a special deal to come back! 🌟 Here's what's waiting for you: 1️⃣ Explore our latest schemes and opportunities directly on the Haqdarshak App. 2️⃣ Enjoy discounted fees for scheme application services, exclusively for returning users like you! 3️⃣ Experience top-notch service quality and personalized support every step of the way. Your satisfaction matters, and we're committed to offering you the best value! 🚀 Reconnect with the Haqdarshak App today and unlock a world of opportunities at unbeatable prices! 📲	Information of newly launched government schemes at discounted fees.	Weekly	Number of resurrected users who apply for new schemes at a discounted rate