Ideal Customer Profile

User Goals and JTBD

Primary

Financial Goal: Create value for money so they get more benefits despite paying lower than market rates for the products offered by TimesPrime

Secondary

Social Goal: Get access to premium lifestyle and better standard of living by getting exclusive access to premium events

Onboarding Teardown

File attached

Activation Metric

Hypothesis 1:

Subscription purchased within 2 weeks of sign up

Reasoning:

Users who show commitment by making a purchase within 14 days of sign up show commitment and perceived value

Metrics to track:

Install to Sign up ratio, Time spent on app, D1 to D7 retention, Time taken on all screens until purchase

Hypothesis 2:

Credit Cards evaluated for purchase in 30 days from sign up

Reasoning:

Evaluating purchase of credit cards is a high commitment action

Metrics to track:

No. of Credit Cards evaluated, D1-D7-D30 retention, PAN Card provided, Time taken for submitting data, application start to end time

Hypothesis 3:

Referral shared in 30 days of sign up

Reasoning:

Free users also get certain benefits from sharing referrals. Users who refer the app to other users see a great value in the product for themselves or others

Metrics to track:

No. of referrals shared, Time spent on app, No. of membership rewards evaluated

Hypothesis 4:

Coupon Code applied in 72 hours of sign up (payment success is optional)

Reasoning:

Users who have come through a specific channel would prefer testing the coupon code as soon as they sign up before eventually deciding to pay

Metrics to track:

No. of Coupon Codes applied per user (before 1 purchase), Install to Sign up Ratio (filtered across channels), Coupon Code rejection rate, No. of Coupon Codes tried per user

Hypothesis 5:

Activated 1 Brand Reward within 7 days of upgrading to premium

Reasoning:

Premium users who activate at least 1 reward could show signs of high intent and perceived value from the product

Metrics to track:

No. of Membership Rewards evaluated since upgrade, TAT for Sign up to Premium, TAT for Code/Link reveal to sign up on partner app