Onboarding Project

Onboarding for Haqdarshak App

Haqdarshak Empowerment Solutions Pvt. Ltd. is a for-profit social enterprise which provides end-to-end government scheme delivery services to create social impact at the last mile. For my acquisition project I have chosen to work on Haqdarshak App which is available on the Play Store for the people of India to learn about, apply for and receive benefit of government schemes.

DEFINE ICPs-

Ideal Customer Profiles (ICPs)- The Ideal customer profiles for Haqdarshak App are as follows-

	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

ICP PRIORITIZATION-

	ICP 1 (Farmers)	ICP 2 (Workers)	ICP 3 (MSMEs)
Adoption Curve	Highest	Lowest	Low
Frequency to Use	Less	High	Highest
Appetite to Pay	Least	High	Highest
TAM	~107 million	~523 million	~63.39 million
Distribution Potential	Highest	Low	Least

Using the prioritisation factors below we can prioritise Workers and MSMEs and Workers as our ICPs.

DEFINE USER GOALS & JTBDs-

ICPs/ GOALS	Personal	Social	Functional	Financial	Main Problems
Farmers (Uttar Pradesh)	Secure family's well-being, ensure children's education.	Gain respect and recognition from community.	Access government schemes for crop failure compensation, irrigation, and agri-loans.	Increase income and savings, achieve financial stability.	Lack of awareness about schemes, complex application process, facing bureaucratic hurdles.
Workers (Chhatisgarh)	Achieve peace of mind for future, provide better care for family.	Gain stability and respect within family and community.	Find social security schemes (pension, medical insurance) for self and family.	Reduce financial burden on family, manage expenses effectively.	Difficulty navigating complex rules and eligibility criteria, limited access to information about relevant schemes.
MSMEs (Rajasthan)	Grow business, achieve entrepreneurial success.	Gain recognition and respect within business community.	Secure formal credit for business expansion, access government subsidies for MSME sector.	Increase profits, build financial security for family.	Difficulty meeting bank loan requirements, lack of awareness about available schemes, complex paperwork for applications.

VALIDATE THESE GOALS-

ICPs/ GOALS	Personal	Social	Functional	Financial	Why are the users signing up?	What is their End Goal?	For what reason do they want to use Haqdarshak?
Farmers	Validated	Uncertain	Validated	Uncertain	To know about the schemes and understand the scheme application process and documents required for them.	To get benefits from agri related schemes.	Learnt about Haqdarshak from Shark Tank and hence downloaded it.
Workers	Validated	Uncertain	Validated	Validated	To learn about complex rules and eligibility criteria and have access to information about relevant schemes.	To get benefits from labour welfare schemes.	Wanted to know about all schemes they are eligible for. Learnt about Haqdarshak from YouTube Ad and hence downloaded it.
MSMEs	Validated	Validated	Validated	Validated	To get bank loans for setting their business as there is lack of awareness about schemes, complex paperwork for applications.	To get benefits from business loan related schemes.	Learnt about Haqdarshak from beneficiaries in family and hence wanted to know about loan related schemes for their business.

ONBOARDING TEARDOWN-

Haqdarshak Onboarding Journey.pdf

ACTIVATION METRICS-

Hypothesis	Reasoning	Metric to Track
Scheme application submission within 7 days of account creation (D7 Scheme Application Rate)	Early engagement with core functionality indicates understanding of value proposition and intent to move toward formalization. Tracks effectiveness of onboarding, content clarity, and accessibility of application processes.	1. Scheme Application Rate for each ICP segmented by region and channel (app vs. offline store). 2. Time spent within the "Scheme Discovery" section of the app or store. 3. User feedback on application process difficulty and clarity.
Completion of a personalized financial health assessment within 30 days (D30 Financial Assessment Completion Rate)	Assessing financial needs and gaps is crucial for guiding users towards relevant social security schemes or financial products. High completion rates indicate trust in Haqdarshak's guidance and potential progress towards improved financial planning.	1. Financial Assessment Completion Rate for each ICP. 2. Number of schemes or financial products recommended based on assessment results. 3. Conversion rate from assessment completion to application submission for recommended schemes.
Participation in at least one community forum discussion within 60 days (D60 Community Forum Engagement Rate)	Community engagement promotes peer-to-peer learning, reduces uncertainty, and fosters trust in Haqdarshak's platform. Active participation indicates user satisfaction and potential advocacy for the service.	1. Community Forum Engagement Rate for each ICP. 2. Number of questions asked, answers provided, and discussions participated in. 3. Sentiment analysis of user interaction within the forum (positive, neutral, negative).
Increase in mobile app usage frequency (DAU/WAU Ratio over 3 months)	Consistent app usage indicates ongoing engagement with Haqdarshak's resources and potential progress towards scheme enrollment or financial product access. Rising DAU/WAU ratio suggests growing value perception and reliance on the platform.	1. Daily Active Users (DAU) and Weekly Active Users (WAU) for each ICP over 3 months. 2. Average session duration and frequency of key actions within the app (scheme exploration, application progress check, etc.). 3. User feedback on app usability and value provided.
Positive feedback sentiment in product reviews within 90 days of onboarding (Net Promoter Score - NPS)	User satisfaction and positive advocacy are crucial for Haqdarshak's long-term success. Positive NPS score indicates trust in the platform's ability to deliver on its promises and empower users towards formalization.	1. NPS score collected through in-app surveys or review platforms at 90-day intervals. 2. Analysis of positive and negative feedback themes in reviews and user feedback channels. 3. Correlation between NPS score and key activation metrics like scheme application or financial product access.

OFFLINE ONBOARDING JOURNEY-

Haqdarshak App is a pure tech platform however among the customer facing channels, Haqdarshak do have some Yojana Kendras which are set up in different villages and cities where people can learn and apply for schemes offline. Here's how the offline onboarding journey would look like:

Onboarding Journey:

Pre-purchase (Mobile App): Introduce the offline functionality and its benefits, like saving scheme information, view profile details. Offer downloadable content based on user goals and interests (e.g., step by step scheme application process). Provide personalized recommendations for offline scheme application based on app usage history.
Metrics to track: Mobile app engagement with offline mode scheme content previews. Conversion rates from online interest to in-store purchase, with focus on scheme applications at Yojana Kendras.
In-Yojana Kendra Purchase: Offer physical information materials (e.g., pamphlets with scheme information and process of application) complementary to the offline app content. Leverage interactive kiosks to display images of beneficiaries of schemes. Encourage social interaction between Haqdarshak agents, beneficiaries and other people who wish to apply for schemes with dedicated interactive sessions.
Metrics to track: Usage and effectiveness of influence of beneficiaries on people. Download rates for physical and digital offline scheme content packages.
Offline Learning: Gamified progress tracking systems to maintain motivation and celebrate scheme application milestones. AI-powered speech recognition for feedback from local people, even offline. So that they can share their experiences in their regional language and dialect. Culturally relevant mini-scheme information kits or podcasts for more personalised scheme awareness.
Metrics to track: Daily logins and engagement with gamified elements. Usage of offline speech recognition feature and user sentiment surrounding its accuracy and helpfulness. Scheme content consumption trends within offline downloads, identifying popular formats for future offerings.
Post-purchase Engagement: Send periodic SMSs with offline scheme application tips, cultural insights, and community updates. Offer online challenges or social features accessible through the app when connected to Wi-Fi. Host online workshops or webinars featuring Haqdarshak Agents and scheme beneficiaries.
Metrics to track: SMS open rates and click-through rates for post-purchase communication. Participation in online activities triggered by offline learning and effectiveness of bridging the online-offline divide.

Challenges:

Time to Value: The core benefit of government schemes is a time taking process.
Engagement: Offline environment offers limited screening capabilities.
Personalization: Tailoring the experience to diverse user needs becomes complex without data collection.

"Aha Moments":

Successfully completing a scheme application process and getting scheme benefits to support one's family, business, etc.
Using scheme benefits to set up a house and other essential needs like a vehicle or a tractor.
Educating children in village schools from the scheme benefits.
Set up a new business in the village/district from scheme benefits.

Teardown and Recommendations:

Personalization: Leverage pre-purchase data and in-Yojana Kendra interactions to personalize offline scheme content.
Engagement: Introduce social elements like offline challenges, collaboration activities, and community forums.
Content Variety: Offer diverse learning materials like pamphlets and cultural podcasts to cater to different awareness styles.
Reward System: Integrate gamified elements like points, badges, and leaderboards within the offline experience for people who have applied for multiple schemes and have received benefits.
Community Building: Facilitate offline meetings between Haqdarshak agents and local people.