Onboarding project | Scapia

Say hello to

The credit card that

takes you places

Scapia turns your everyday spends into free flights, hotel stays, and airport lounge access with no hidden fees or forex charges.

Primary Features (Core Benefits)

These are the standout reasons people pick the Scapia card:

• Lifetime Free – No joining or annual fees.
• Dual Network (Visa + RuPay) – One card with a single credit limit and statement.
• UPI on Credit – Use the RuPay network to make UPI payments straight from your credit line.
• Scapia Coins Rewards –
• • Earn 10% Scapia Coins (2% cashback) on most everyday spends.
  • Get 20% Scapia Coins (4% cashback) when you book travel through the Scapia app.
  • Redeem easily: 5 Coins = ₹1 for flights, hotels, trains, or buses.
• Zero Forex Markup – Save on international transactions with no extra currency conversion charges.
• Unlimited Domestic Lounge Access – Just spend ₹10,000 (Visa) or ₹15,000 (RuPay) in a billing cycle to unlock lounge visits.

Secondary Features (Added Convenience)

These make the experience smoother and more travel-friendly:

• Fully Digital Onboarding with instant virtual card access.
• Smart App Controls – Lock/unlock the card, set spending limits, and track usage.
• Built-in Travel Booking – Book flights, hotels, buses, or trains directly through the app.
• 24×7 In-App Support – Quick help via live chat.
• Exclusive Travel Perks – Special fares for students/seniors and AI-powered waitlist tools for trains.
• Easy Bill Payments – Pay your credit card bill via UPI, Net Banking, or IMPS/NEFT.
• Backed by Federal Bank – A trusted, well-established banking partner for added credibility.

ICP

ICP Prioritization

Scapia onboarding teardown

https://drive.google.com/file/d/1O_Ryd6NMAiogmeSRvlMmhKn68k2MsQMT/view?usp=drivesdk

Hypothesis 1: “Hook in 3 Days”

• Why It Matters: If a user completes their first transaction within 72 hours, they’re already weaving Scapia into their spending habits.
• Action Trigger: Send a friendly nudge (push/email) within an hour of onboarding, suggesting they add the card to their go-to e-commerce apps.
• Signal: Early transactors typically show 2x higher D7 retention.

Hypothesis 2: “The 7-Day Wow”

• Why It Matters: The physical card arriving in 3 days and getting activated by Day 7 is an emotional moment – they’ve unboxed and truly “owned” Scapia.
• What to Track: Activation rates for physical cards vs virtual-only cards.
• Signal: This step correlates with stronger repeat transactions and lower churn.

Hypothesis 3: “POS in 14 Days”

• Why It Matters: Using the card in a physical store cements its place in the user’s wallet, not just in their phone.
• Tracking Metric: First POS swipe with PIN usage.
• Signal: Physical transactions within two weeks predict higher monthly activity.

Hypothesis 4: “Trust by 45 Days”

• Why It Matters: Paying the first bill on time builds trust – both ways. It’s the ultimate signal that the user feels safe and values the product.
• Metric: On-time first payment ratio.
• Signal: Users who clear their first bill are more likely to engage with advanced features.

Hypothesis 5: “Travel Joy by 90 Days”

• Why It Matters: Redeeming coins for a flight or hotel is the Aha moment Scapia promises. This makes the app feel like a travel companion, not just a card.
• Metric: Travel bookings made with coins within the first 90 days.
• Signal: Early coin redemption leads to a strong increase in D30+ retention.

Qualitative Analysis:

• App Store Reviews: 4.6k star (12k rating) Positive mentions focus on smooth onboarding and rewards. Complaints highlight slow KYC steps or delayed physical cards.
• Customer Service Trends: Top calls relate to card activation issues and understanding the coin redemption system.

Quantitative Analysis:

Conversion Funnel: 100 downloads → 65 onboards → 50 issued cards → 40 activated cards.

If 100 users download the app, we assume 65 complete onboarding (typical 60–70% rate). Of these, 50 are issued cards (approvals usually drop 15–20%), and around 40 activate their cards (80% activation rate).

Industry averages from onboarding studies show 35–40% drop-off during KYC and approval processes for financial products.

Retention Curves: D1 = 50%, D7 = 35%, D30 = 20% (early drop-offs mainly in KYC steps).

• Most financial apps see 45–55% D1 retention post-onboarding. D7 drops by ~30% of the D1 value, and D30 stabilizes around 15–25%.
• Based on retention studies of digital banking apps and fintech platforms (Statista reports and Mixpanel benchmarks).

Time to Value: Average user hits first reward redemption in 5 days. DAU/MAU: Currently trending at ~22% (healthy stickiness).

Users take 2–3 days to explore, link cards, and make the first spend; coins or points redemption typically follows soon after.

ARPU: ₹1,200 average monthly spend per active user.

RBI data on credit card spends and fintech ARPU estimates for mid-tier cardholders (~₹1,000–₹1,500 per month per user).

DAU/MAU (22%)

• App Annie & Adjust benchmarks for fintech engagement show 20–25% DAU/MAU as healthy for high-value apps.
• If Scapia maintains daily usage (checking rewards, transactions), 22% is a realistic sticky ratio.

Scapia User Journey: Aha Moments & Retention Impact

Journey Map with Key Metrics:

1. Virtual Card Activation (Day 0-1)

• Aha Moment: “I got my virtual card instantly!”
• Metric Link: D1 retention boost (1.5x increase).
• Action: Instant push – “Your card is live! Earn coins on your first spend today.”

2. First Coin Reward (Day 1-2)

• Aha Moment: “I earned my first coin!”
• Metric Link: DAU/MAU lift + 40% higher D7 retention.
• Action: Auto-credit 10 coins with a celebratory animation.

3. Physical Card Delivery (Day 3-7)

• Aha Moment: “The real card feels special!”
• Metric Link: D7 retention driver; 65% better D30 retention.
• Action: Highlight exclusive perks in the onboarding kit.

4. First Redemption (Day 7-30)

• Aha Moment: “I redeemed coins for travel!”
• Metric Link: D30 retention & ARPU uplift (2x monthly spend).
• Action: Prompt redemption offers – “Use coins for your next trip!”

5. Travel Dashboard Habit (Day 30+)

• Aha Moment: “I can track and plan my trips here!”
• Metric Link: Sustains DAU/MAU; 30% lower churn.
• Action: Personalized travel ideas and gamified badges.