Onboarding project | Simpl

Ideal Customer Profile

Define your ICPs

[Delete the one you don't need]

B2C Table ⤵️

Criteria	User 1	User 2	User 3
Name	Jenny Z	Casual Cory	Worried Waseem
Age	18-27	21-35	27-40
Demographics	Male/Female, Highly Educated, Tier 1 Cities, Single, Middle - Upper Middle Class	Male/Female, Highly Educated, Tier 1 cities, Young Professionals, Single/Married, Middle - Upper Middle Class	Male/Female, Highly Educated, MNCs or Start Ups, Married, Tier 1 Cities, Middle Class-Upper Middle Class
(refer the table below)
Need	To pay and defer payments conveniently	To manage finances through the month	To manage responsibilities and payments, making the most of offers and deals, through reliable sources
Pain Point	The time and effort required to place multiple online orders everyday.	Tracking expenses, Time & Effort to place multiple orders daily, Rising expenses, Rising standards of living, Increasing wants and fancies	Tracking expenses, Fraud, hidden charges, multiple credit cards and accounts
Solution	One tap checkout, pay in 3 installments, zero fees, BNPL, customized billing cycle	One tap checkout, pay in 3 installments, zero fees, BNPL, customized billing cycle	Credit cards, interest free installments, one tap checkout, zero fees, customized billing cycle
Behavior
(refer the table below)
Perceived Value of Brand	Convenience, Flexibility, Transparency, Social Signaling	Convenience, Flexibility, Transparency	Convenience, Flexibility
Marketing Pitch	Hey Gen Z! Ready to shop like a boss? With Simpl, you can snag everything you want online—now—without paying a dime upfront. No interest, no hidden fees, just instant credit and easy installments. It's the shopping hack you never knew you needed. Why pay it all at once when you can #PayitSimpl? Shop smarter, not harder. Let’s go!	Adulting is hard enough, so why make shopping harder? With Simpl, you can buy what you want now and pay later—interest-free and with no hidden fees. Whether you're tackling your to-do list or treating yourself, Simpl lets you break up your payments into easy installments, giving you control without the stress. No credit cards, no worries—just simple, smarter shopping. Try Simpl today!	We know you like to make smart, careful choices, especially when it comes to spending. With Simpl, you can shop with confidence—buy what you need now and pay later, interest-free. No hidden fees, no surprises—just a straightforward, flexible way to manage your purchases. Whether it's a big-ticket item or everyday essentials, Simpl lets you break payments into easy installments that fit your budget. Shop smarter, stay in control, and make adulting easier. Try Simpl today!
Goals	To live big, To have easy access to online shopping, To have one click solution to payments, To be socially peculiar, To make the smartest choices	To track expenses, To defer payments, to buy the latest phone, to get the best deals, to save time	To have a reliable source of credit that allows to defer payments, provide ease of payment and rewards
Frequency of use case	High 5/month	Moderate 2/month	Rare 1/6months
Average Spend on the product	1000	2500	2000
Value Accessibility to product	High Accessibility	High Accessibility	Moderate Accessibility
Value Experience of the product	Convenience, Flexibility, Instant Gratification	Convenience, Flexibility, Planned Spending, Reliability	Convenience, Flexibility, Planned Spending, Reliability
Why would the user switch	Better Rewards
Features they value	One click transaction with Simpl Pay Later Pay in 3 to purchase more than they can afford of aspirational brands Deferred Payment	Single Bill for multiple transactions Transparency in the transaction history Deferred Payment Filter feature in transactions to understand spending behaviour	Clear Credit Limit Displayed Customized Billing Cycle Deferred Payment
Money Spent on Platform/month	2000	1500	1000
JBTD	Functional	Functional	Functional
Note: This is not an exhaustive list, you know your product better, add/remove as per the context!

B2B Table ⤵️

Criteria	ICP1	ICP2
Name
Company Size
Location
Funding Raised
Industry Domain
Stage of the company
Organization Structure
Decision Maker
Decision Blocker
Frequency of use case
Products used
in workplace
Organizational
Goals
Preferred Outreach Channels
Conversion Time
GMV
Growth of company
Motivation
Organization Influence
Tools Utilized in workspace
Decision Time
Note: This is not an exhaustive list, you know your product better, add/remove as per the context!

ICP Prioritization

[Use this framework to prioritize your ICP's]

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM ( users/currency)
ICP 1	High	High	Low	Low	1000 user
ICP 2	Moderate	High	High	High	1400 users
ICP 3	Low	High	Low	Moderate	1100 users
ICP 4	Moderate	Low	High	High	1500 users
ICP 5	High	High	High	Moderate	1200 users

From the ICP Prioritization Framework, we can see that ICP 2 and ICP 5 can be focused upon since the market for these users is larger enough and the the users have a good use case of the product! Now when we dig deeper into fleshing out the strategies for acquisition we will target them towards ICP 2 and ICP 5.

JTBD and validation

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

Goal Priority	Goal Type	ICP	JTBD	Validation approach	Validation
Primary	Functional	ICP 1	Making one shot deferred payment	User interviews	"I want to order a product without paying for it immediately."
Secondary	Social	ICP 2	Curating a discovery experience personalized for each user.	User interviews	"I want the Explore page to actually show me stuff I care about, not just random trends."

Goal Priority	Goal Type	ICP	JTBD	Validation Approach	Validation
Primary	Functional	ICP 1,2 and 3	One shot deferred payment / Pay in installments without interest or fee	User Interviews	"I want to not enter upi app for every purchase" "I want to defer payments"
Secondary	Social	ICP 1	To be using the easiest and coolest payment option, just like their peers	User Interviews	"My friends get annoyed if I am ordering food and payment takes time with UPI/Card"

Onboarding Teardown

How to do an onboarding teardown?

Take screenshots of each page of the interface, note each interaction and user touchpoint, and assess based on user empathy:

What is working well on the screen and why?
What is not working and why?
What changes/improvements do you suggest can be made? Why do you think that would be better?
Where does the “aha” moment occur?
Evaluate your onboarding on the cognitive biases.

Simpl Onboarding Teardown (2).pdf

Activation metrics

Parameters to track your activation metrics:

D1, D7, and D30 retention
DAU / MAU
Subscription rate vs retention
Average TAT
User Cohorts
Acquisition source
Product reviews
Add more based on specific context

Reminder: This is not the only format to follow, feel free to edit it as you wish!

For D1 RETENTION

Acquisition Channel : Merchant App/Website

New users that completed purchase using Simpl within 5 minutes of arriving on the payment page

This signifies that the user has understood the value proposition of the product and has experienced an AHA moment as a first time Simpl user and completed the transaction.

Time is significant because a user who is trusting of Simpl will be quick to purchase and is more likely to be activated.

For D7 RETENTION

Acquisition Channel : Google/ App Store

User that downloads the Simpl App and clears the outstanding bill within 7 days

If the user downloads the Simpl App, there is high likelihood that the user has conducted a transaction through Simpl or is considering completing a transaction through Simpl. After downloading, if the user clears the bill within 7 days, it can be concluded that the user will be retained.

User that downloads the App and successfully uses Simpl Pay in 3/ BillBox within 7 days

If the user downloads the App and completes a transaction through the Pay in 3 page - goes to a merchant landing page and pays via Simpl, then this user is the ideal user for Simpl. It implies the app has great discovery for the features and the right prompts to encourage the user to complete the transaction. This will also hold true if the transaction is completed using the BillBox product to clear utility bills.

For D30 RETENTION

3 transactions in first month

Transactions are relevant as these signal towards trust placed in Simpl by the user. One completed transaction implies that user utilized simpl pay later or pay in three and completed the online purchase.

One month is significant as the user should get activated by the cashless effect of Simpl Pay later and develop a habit of using Simpl as a payment method for all online shopping on merchant websites/apps.

1st Simple Bill Cleared without late fee in 17 days after first transaction

1st Bill Cleared signifies that the user has understood the process of using Simpl Pay Later. A user that experiences the AHA moment of clearing multiple bills after 15 days days of the purchase in one single upi/debit card transaction, will be very likely to use Simpl Pay Later again, and also opt for Simpl Pay in 3 when given the opportunity.

17 days is significant as Simpl Pay Later follows a 15 days billing cycle and then allows 3 days for the bill to be cleared. Through these 15 days, Simpl uses whatsapp/sms and email reminders to ensure customer is aware of the due bill.

TOGETHER, these metrics will point towards an activated user that is highly liked to develop a habit of Simpl. A user that not only completes a significant number of transactions in the first month, but also clears the bill on time, is an ideal user for Simpl. This user will get the benefits of increased credit limit and customized billing cycle. These benefits will further incentivize the user to increase the frequency of use.

In conclusion, the metrics to be tracked would be the number of users who complete three transactions in the first month and clear their first generated bill on time.

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