Onboarding project | OneAssist
A. ICP
As mentioned in the acquisition project, my product is a financial protection service which operates in a B2B2C setup. Hence, I will be taking two ICPs -
- ICP1 - My B2B partner (any financial institution which deals with a customer base like an NBFC/ bank/ fintech)
- ICP2 - The B2B partner's customers
​
​ | ICP 1 - Fintech |
|---|---|
Industry | Fintech |
Company size | >100 employees |
Company details | Company is in monetisation stage - meaning, it is ready to invest in selling other company's products to their customers |
Stage | Been in business for 1 year. Raised seed funding. |
Goals in current role | Sell more, Grow Business |
Work setup | Hybrid |
Tools currently used | Slack, Figma, AI, Zoom, Gmail, Google calendar, Atlassian - Confuence, Notion |
Sales model | Mostly digital - they have their up and running app which people use to transact on a daily basis |
Own payment? | Mostly wallet based + cashback in terms on coins which have a certain value in cash terms in their wallet |
Pain points | Want to maintain a healthy wallet amount for Customers + create super app which is a one stop shop for custome |
​
Ideal Customer profile | ICP 2 (Mobikwik app's user) |
|---|---|
ICP Name | Kashish |
Age | 25-35 years |
Goals (for the fintech app) | Get access to wide variety of shopping options at best prices |
Income Levels | 40-85k per month |
Gender | Female |
Location | Metro city, tier 1 city |
Companies | Private job, working 10am - 8 pm |
Marital Status | Single |
How do they spend their weekdays | Going to office, groceries shopping, cooking/ ordering takeouts on a busy day, checking instagram, watching shows on netflix, meeting friends |
How did they download the fintech app? | Got an offer of cashback while checking out on food delivery app - Swiggy |
OTT apps | Netflix, Amazon Prime video |
Social media | Whatsapp, instagram, facebook |
What do they spend most on | Clothes, groceries, skincare, makeup, footwear, bags |
Most used features on fintech app | Cashback options, recharges, bill payments, buy things on discounts |
Willingness to pay | Medium |
Painpoint | Frauds are increasing as mutiple transactions done during the day - some thing which can give some peace of mind while transacting. |
B. JTBD - OneAssist financial plan
Functional (primary) | protecting customers financial instruments (cards, m-wallet/ UPI IDs) from any kind of financial fraud |
|---|---|
Financial (secondary) | Saving customers money in case frauds by paying just 1/600th amount of the sum insured (e.g. 149 for a 1,00,000 coverage) |
C. Onboarding teardown
Divided into 3 sections:
- Website (B2B layout)
- App (B2B layout + customer 1-stop point for anything related to claims/ servicing
- Partner app (onboarding journey)
​
Please find the slides attached here.
Thank you - awaiting your feedback on my project. :)
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