Engagement & Retention project | EazyDiner

Understanding the Product

The product flow

The above image shows the product flow where the app first requests for the location of the user to provide apt suggestions of restaurants. The design of the buffer also showcases the value proposition of the business. The main page displays the search bar followed by any ongoing offers before providing any recommendations for the user. The profile page encourages Prime Membership sign-up and redeemable EazyPoints.

According to my research, EazyDiner has reached the mature scaling stage within the restaurant reservation market. Founded in 2015, EazyDiner has significantly expanded over 100 cities in India. As of March 2023, the company received funding of INR 40 crores (USD 4.8 mio) to expand its presence to new cities across the country and also scale its operations in the Middle East (Dubai). The platform lists around 8,000 restaurants, offering a range of features such as exclusive deals, rewards, and even pre-purchased meals. This growth is supported by substantial funding, totaling USD 14.6 mio over multiple rounds.

Despite its success, EazyDiner faces increasing competition from other platforms like Zomato Gold and Dineout, which offer similar services. The company has responded by introducing new features like the Prime subscription, which provides users with additional discounts, indicating that while it has reached a mature stage, it continues to innovate to maintain its market position.

Core Value Proposition

Discovery: Since the product is in the app format it is easy for any new acquisition to download the app on their smartphones.

Alignment with the problem statement: People often want to find solutions to their challenges at the click of a button, and the presence of any complications when it comes to technology is usually seen to drive away any potential user. This is why the EazyDiner app is available for all types of mobile devices making it easy for users to download the application from the 'Play Store' and access it.

Convenience in Booking: EazyDiner enables users to book tables at thousands of restaurants across multiple cities in India and Dubai. The platform ensures that users can make reservations quickly and easily, avoiding long wait times at popular venues.

Alignment with the problem statement: Many diners face the issue of long wait times or not finding a table at popular restaurants. By providing an easy reservation feature, EazyDiner addresses this problem directly.

Exclusive Deals and Discounts: One of EazyDiner's standout features is the exclusive deals and discounts it offers. Users can access special offers like complimentary desserts, discounts on meals, and more, which are not available elsewhere. This adds significant value, making dining out more affordable and attractive.

Alignment with the problem statement: Diners often look for ways to save money while enjoying a good meal. This feature ensures that users can enjoy dining out without breaking the bank.

Personalized Dining Experiences: The platform offers customized recommendations based on user preferences and past behavior. This ensures that users are matched with restaurants that align with their tastes and expectations.

Alignment with the problem statement: With so many dining options available, choosing can be overwhelming. Personalized recommendations help users find the best options that suit their tastes, enhancing their overall dining experience.

Loyalty Rewards: The Prime subscription on the EazyDiner app enables the user to avail of additional discounts above the regular offers. EazyPoints are redeemable loyalty points that diners can earn through the EazyDiner app by making table reservations, uploading bills, and paying through the app.

Alignment with the problem statement: Loyal app users expect rewards such as additional discounts or other incentives as a token of appreciation. Through the EazyDiner Prime subscription and the accumulation of EazyPoints, users can earn rewards that can be redeemed for future dining experiences. This loyalty program incentivizes users to continue using the platform.

Bill Payment Feature: Users don't have to switch between apps to look for offers and do the transaction at the time of bill payment.

Alignment with the problem statement: The 'Pay Bill' feature helps the users settle the bill after dining with suggested and additional offers. This also aids in earning EazyPoints with which the user can avail discounts on products or services.

Natural Frequency of the product

The natural frequency of EazyDiner is based on user interviews where the frequency of app usage was discussed.

User Type	Frequency
Casual user	Once in 2 weeks
Core user	Once in a week
Power user	3 or more times a week

Considering voucher redemption as a sub-product, their natural frequency is,

Note: Voucher redemption (utilizing EazyPoints) is considered a sub-products as it adds a specific functionality that enhances the overall user experience.

User Type	Frequency
Casual user	Never used
Core user	Once in 3 months
Power user	Once every month

Customer Segmentation

(build your ICP's- by now you know how to do that and then segment the users, think about why are you even segmenting and what is the goal of your product and segmentation)

(use this template and don't forget to add more parameters)

Parameteres	Power User	Core User	Casual User
Age	30-40	25-35	18-25
Gender	Male/Female	Male/Female	Male/Female
Educational Level	Postgraduate	Postgraduate/Graduate	Undergraduate
Source of Money	Salary, investments	Salary, side hustle	Allowance, part-time job
Occupation	Senior management & entrepreneurs	Mid-senior level professionals	Students, entry-level employees
Salary (In INR)	20L+	8-20L	3-8L
Marital Status	Married	Married	Unmarried/Married
Household Members (Members currently living with the user)	2-4	1-4	1-3
Geographical Location	Tier 1 cities	Tier 1 cities	Tier 1 cities
Technology Adoption	Mid adopter	Early/mid adopters	Early adopters
Engagement (Most used apps and content consumed)	LinkedIn, News apps, OTT, Investment apps - Groww, ET Money, WhatsApp	Instagram, WhatsApp, Food Apps, OTT	Instagram, YouTube, Games, OTT
Time VS Money	Time	Time	Money
$ Spending Habits	Food, groceries, clothes, OTT subscriptions, and investments.	Food, clothes, commute, parties, OTT subscriptions.	Entertainment, Clothes, Food
Veg/Non-Veg	Veg/Non-veg	Veg/Non-veg	Veg/Non-veg
Food Preferences (Cuisines & type of restaurants)	Fine Dining, continental, Japanese, Pizza, buffet, and meals.	Casual dining, Indian, Chinese, fusion, and meals.	Fast food, cafes, street food, chaat items, newly-themed restaurants
Reason for visiting restaurants	Business meetings, leisure, family get-togethers	Celebrations, socializing	Casual dining, meeting friends and family members.
Monthly Dining Frequency	8-12 times	4-6 times	1-4 times
Monthly Table Booking Frequency	8-9 times	2-4 times	0-2 times
Monthly Rewards Redeeming Frequency	1	0	0
Pain Points (before using the app)	Wanted to book tables and get good discounts. Competitors like Zomato did not have such good offers (at the time of installing the app).	Lack of discounts and limited choice of restaurants.	Was not aware of how to avail offers and long wait times at favourite restaurants.
Solutions (before using the app)	Direct calls to request reservations.	Asks the restaurant directly regarding offers, and goes to the restaurant in advance to get a table.	Prefers restaurants that are not crowded.
Discovery of the app	Word of Mouth (WOM)	Referral, social media	Social media, Ads
Motivation to shift to the app	Efficient reservations, great offers	Convenience in booking tables at restaurants in advance	The idea of exploring a wide range of restaurants.
Acquisition channel	Instagram Ads	Referral	WOM
Marketing Pitch	Hassle-free booking at restaurants	Exclusive offers and deals, table reservations at favorite restaurants	Discounts on bill payment, ease of reserving tables.
Core Value Proposition (CVP) being utilized	Convenience in booking, exclusive deals and discounts, loyalty rewards, bill payment feature	Convenience in booking, exclusive deals and discounts, personalized dining experiences	Convenience in booking, exclusive deals and discounts, bill payment feature
JTBD of the persona	Primary (Functional): Personal: Hassle-free booking at restaurants	Primary (Financial): Exclusive offers and deals. Secondary (Personal): Table reservation at favourite restaurants.	Primary (Financial): Discounts on bill payment.
Product Usage/Frequency	Weekly	Bi-weekly	Monthly
Product Usage Duration (No.of days)	2-4 years	1-2 years	8-12 months
Which meal do they prefer dining?	Breakfast, Lunch, Dinner	Lunch, Dinner, Coffee/Tea (Evenings)	Coffee/Tea (Evenings), Dinner
What days do they dine?	Mostly weekdays, sometimes weekends	Mostly weekends, sometimes weekdays	Mostly weekends and prefers only weekends
Recency of Use Case	Within the last week	Within the last week	3-4 days back
Attitude Towards the Product	High satisfaction	Moderately satisfied	Satisfied
Willingness to refer	High	High	Moderate
Referred?	Yes	Yes	No
Referred through the referral program?	Yes	No	No
Key features used/valued	Prime Membership, Book A Table, Pay Bill, EazyRewards	Book A Table, Exclusive Offers & Pay Bill	Book A Table, Pay Bill
Prime Member?	Yes	No	No
Average Dining Value per month using the app (INR)	5000+	2000-5000	1000-2500
Alternative apps used	Zomato Gold, Swiggy	Zomato, Swiggy	Zomato, Swiggy
Level of Engagement	High (Frequent interaction with the app)	Medium (Regular interaction	Low (Infrequent use)
Monthly Spend (INR)	15K+	10-1k	5-10K
Engagement Framework prioritization	Frequency	Frequency	Frequency

Defining Core EnR Metrics

Data collected from user interviews were,

	Power	Core	Casual
Monthly Dining Frequency	8-12 times	4-6 times	1-4 times
Monthly Table Booking Frequency	8-9 times	2-4 times	0-2 times
Monthly Rewards Redeeming Frequency	1	0	0
Average Dining Value per month using the app (INR)	5000+	2000-5000	1000-2500
Monthly Spend	15K+	10-1k	5-10K
Features Used	Prime Membership, Book A Table, Pay Bill, EazyRewards	Book A Table, Exclusive Offers & Pay Bill	Book A Table, Pay Bill
Prime Member	Yes	No	No
Engagement Framework	Frequency	Frequency	Frequency

Engagement Framework Selection

Engagement Framework	Key Tracking Metrics	Selected	Rationale
Frequency	No. of times the user has used the app to make table reservations.	Primary	The more no. of times a user books a table the more times the core value proposition is experienced, similarly for other features.
Breadth	The number of sub-products used by the user	N/A	The application has limited sub-products, with the key one being the ability to claim EazyPoints to purchase products or services. However, this can only be done once the user fully engages with the core value proposition, as this increases their accumulation of EazyPoints over time.
Depth	The monthly spent by the user	N/A	The more money the user spends does not directly affect the engagement of the product. The core value proposition is utilized as far as the user books a table and pays the bill.

Engagement Campaign

Campaign 1

Strategy Title	Digital loyalty card
Goal	Engage the users to repeatedly reserve tables through the app. Converting casual users to core users.
Hypothesis	Based on user interviews, users use alternative apps to make table reservations as there is no reward for consistently choosing EazyDiner.
User Behaviour	Once a month, the user books a table by using the app Discovers the new digital loyalty card Intrigued to know its benefits Finds out there are milestone-based rewards for consistently booking a table through the app Interested in those rewards, the user keeps in mind to use the app the next time
Target Feature	Book A Table
Channel of Distribution	In-app notifications, push notifications, and social media handle
Pitch and Content	Woohoo! Your booking is confirmed. Tap into our new loyalty card to win exciting offers on your dining experience.
Offer	Books for the first time -> Unlocks loyalty card, second time -> Win a free drink, third time -> Wins a drink (at the restaurant the user visits), fourth time -> Unlocks the 5th milestone fifth time -> Wins a free dessert (at the restaurant the user visits).
Details	A digital card is introduced on the app every time a user uses the app to reserve a table. Rewards are disclosed for The app keeps count of the number of times the user has successfully shown up for the reservation and reveals the next milestone.
Frequency and Timing	Push notifications every day, especially during the evenings and dinner time (based on ICP data). Social media handle - post once in 3 days with media of other users using it. In-app notification - as soon as the user opens the app.
Success Metric	No. of times the user books a table using the app.
Milestones for the campaign	1st 5 table reservations, 1st 10 table reservations
Proposed Flow	Open the app -> Book A Table -> Pop-up of the digital loyalty card

Campaign 2

Strategy Title	Give it a shake
Goal	To add a new way to engage with the app. Converting casual users to core users and core users to power users. This campaign will catch the interest of the users.
Hypothesis	Users when engaged with the app uniquely find it to be interesting.
User Behaviour	The user wants to explore new restaurants with a specific need, say - pure veg, particular cuisine, maximum deals, a certain price range, or a particular location. Enter the details in the search bar. Shakes the phone for a few seconds to get the results. Can reshake if more option is needed. Finds the app interesting to engage with.
Target Feature	The search bar in the app
Channel of Distribution	Push notifications, in-app notifications, and social media ad campaigns.
Pitch and Content	Once the user taps on the search bar to enter details, there can be a pop-up saying 'Shake your phone to find results!'
Details	Provide a short tour as the user opens the app. Shaking the phone with an expectation to find interesting results boosts engagement.
Offer	No special offers.
Frequency and Timing	Every time the user wants to search and explore
Success Metric	No. of times the phone is shaken.
Milestones for the campaign	No milestones
Proposed Flow	Open the app -> Tap on the search bar -> Finds the tour for the 'Give it a shake' campaign -> Tries the feature to find interesting results.

Campaign 3

Strategy Title	VIP Experience
Goal	Increases user experience which eventually drives more engagement. This campaign is for power users who are already Prime members.
Hypothesis	Loyal customers who have already experienced the app enough would want to find something more interesting. They prefer to have a memorable fine dining experience.
User Behaviour	Users are already interested in the product and trust it. Finds the exclusive experience to be enticing.
Target Feature	Prime Membership
Channel of Distribution	In-app notifications and push notifications for Prime members
Pitch and Content	Introducing the VIP Experience for all our Prime members. Get ready to be treated like a VIP.
Details	Exclusive experience of receiving traffic insights (like in Google Maps), AI-generated view of seating arrangement, and option for special recommendations such as escorting guests to the allotted table by the staff before the host arrives (this would be great for business meetings).
Offer	Applicable only for fine dining restaurants.
Frequency and Timing	Every time the Prime member selects a fine-dining restaurant.
Success Metric	Provide a new feature to select fine-dining restaurants and experience VIP treatment. No. of times the Prime member selects the feature.
Milestones for the campaign	Increase in the number of times a user experiences core value propositions.
Proposed Flow	Opens the app -> Taps on Prime feature -> Taps on VIP experience -> Reserves a table -> Shows up to the booking while experiencing the add-on benefits -> experiences an AHA moment.

Campaign 4

Strategy Title	Referral-with-Benefits!
Goal	To convert core users to power users. To make the users use the referral program.
Hypothesis	Users often forget about the referral program as it is a separate feature. By reminding to refer friends and family, the user not only gets a discount but also markets the product to others.
User Behaviour	Users use the 'Pay Bill' feature to pay their bills Finds out that can avail discount next time during bill payment if referred to friends and family (the referred person has to sign-up). Chooses to refer. Pays the current bill. Has the urge to use the app next time when dining to find out about the discount.
Target Feature	Pay Bill
Channel of Distribution	In-app notifications, push notifications, e-mail marketing.
Pitch and Content	Unlock discounts on your next bill when you refer friends and family with our 'Referral-with-Benefits' program!
Details	Users can collect referral rewards and redeem them for any bill payment.
Offer	Rs 300 off on your next bill on referring 2 friends, when you refer and they sign up on EazyDiner.
Frequency and Timing	Ongoing (each time the user uses the app to pay bill)
Success Metric	Number of successful referrals.
Milestones for the campaign	2 referrals -> Rs 300 off, 5 referrals -> Rs 500 off, 10 referrals -> Rs1000 off
Proposed Flow	Pay Bill -> Enters Amounts -> Bill summary with current discounts -> Highlights the referral benefit with call-to-action -> Refers contacts -> Directed to payment methods -> Pays Bill

Campaign 5

Strategy Title	Prime Time
Goal	To let the users experience the benefit of Prime for free for a limited period to understand its benefits. Converting core users to power users.
Hypothesis	Let the users unlock Prime membership for 15 days to understand the value of Prime Membership.
User Behaviour	Users come to know about the free trial on Prime Membership. They access the app to learn more about it. Unlocks Prime Membership for free for 15 days. Goes on to book a table, pay bills, explore offers, find entry to Prime-only restaurants, and enjoy the rewards. Experiences Aha moment.
Target Feature	Prime Membership
Channel of Distribution	In-app notifications, push notifications, e-mail marketing, social media campaigns, WOM, etc - all invite the user to unlock Prime Membership.
Pitch and Content	Your free trial on 'Prime Membership' awaits! Tap on it to unlock it now!
Details	The user receives a notification to unlock the free Prime Membership and once they tap on it, understand that it is a limited-period offer. Goes over the details of Prime Membership. Engages more with the app.
Offer	Offers that are included in the Prime Membership such as an 'additional 25% off'.
Frequency and Timing	Duration: Only for 15 days from the time of unlocking.
Success Metric	No. of bill payments/ table reservations to Prime-only restaurants.
Milestones for the campaign	Get as many users to tap on the notification which will immediately open up the free trial. Review the engagement at D7 and D15 and find out if there has been any change in the retention rate.
Proposed Flow	Notification -> Taps on it -> unlocks free membership -> uses to reserve tables, pay bills, explore Prime-only restaurants/dining places.

Churn

Reasons for User Churn

Lack of Relevant Offers: Users might feel that the app does not provide enough offers or discounts, particularly for vegetarian options or specific restaurants they prefer.
Overload of Push Notification: Users could be overwhelmed by too many notifications, leading them to uninstall the app.
Complex User Interface: Misleading offers during the payment process frustrate users, causing them to switch to competitors like Zomato or Swiggy.
Limited Choices: Users churn if they perceive that the app does not have a sufficient variety of restaurants or if their favorite places are not available.
Inconsistent User Experience: Issues like bugs, slow app performance, or unresponsive customer support can lead to dissatisfaction.
Competitors: Users tend to switch to competing apps when they find more flexible sub-products available on those platforms. E.g. Zomato
Unavailability of Tables: Users get disappointed when they are unable to reserve tables at their favourite restaurants.
Poor communication: If the interface is not streamlined, the user might end up at a restaurant whose management is not aware of the reservation leading to bad experience.

Voluntary Churn Reasons

Lack of Relevant Offers: Users voluntarily leave because they do not find the offers compelling enough.
Push Notification Overload: Overwhelming notifications can lead users to uninstall the app.
Complex User Interface: Frustration with the app's usability may drive users to switch to a competitor.
Competitors: Users use a competitor's product if they find it more flexible. E.g. Zomato with dining and order-in options.

Involuntary Churn Reasons

Technical Issues: Bugs, crashes, or other technical issues can cause users to stop using the app.
Account Problems: Issues with logging in, payment failures, or other account-related problems can lead to involuntary churn.
Poor communication: Due to poor communication, the users involuntarily relate to the bad experience and churn away.
Limited choices: Involuntary churn when the users don't find a wide range of restaurants in the app.

Negative Actions to track

Low NPS Score (Net Promoter Score): A low NPS score indicates that users are less likely to recommend the app, which is a strong predictor of churn.
Low CSAT (Customer Satisfaction Score): If users rate their experience poorly, it suggests dissatisfaction, which can lead to churn.
Decrease in App Engagement Metrics: A drop in key engagement metrics like daily active users (DAU) or monthly active users (MAU) can indicate that users are losing interest.
Deleting payment information from the app.
Not completing the last step of experiencing core value proposition. E.g. Users tap on the 'Book A Table' feature, explore dining places, and then exit the app. This indicates that the user is comparing the app with competitors.
A negative review on the Play Store is clear evidence of churn, users might think twice about using the app the next time.

Resurrection Campaign

The resurrection campaign is for users who have not visited the app for at least 6 months and have voluntarily churned from the app.

Resurrection Campaign	Segmentation of User Type	Pitch/Content	Offer	Frequency and Timing	Success Metrics
Come back and Save	Attracting users who haven't used the app in 6 months (casual users).	Welcome back to Eazy Diner! Book a table at your favourite restaurant and enjoy exclusive offers!	20% off on your next 2 bookings.	Push notification and email marketing sent once a day for a month.	No. of returned users and additional engagements. Offer redemption rate.
The Prime Returns	Users who were once Prime members (Targeting core users).	We miss you! Reactivate your Prime Membership for 3 months and get an additional month free.	1-month free Prime membership on reactivation.	E-mail marketing campaign sent once a week.	No. of Prime Memberships reactivated, increase in engagement by Prime users.
Eazy Diner 2.0	Users who have left the app due to complex user interface.	EazyDiner just got its makeover and it is ready to serve a smooth experience.	25% off on your next dining experience.	E-mail marketing, social media campaigning - once in a day, every day for at least 3 months.	Reinstallation rate and offer redemption rate.
Refer and Dine	Core users who used to refer friends and family.	Refer 2 friends and get 1 free meal on your next dining experience.	1 free meal provided at least 3 people are dining.	E-mail and social media marketing - Once a week.	No. of referrals, no. of reinstallations.
Add a Review	Casual users who have no explored the app enough.	Leave a Review for your recent dining experience and unlock exclusive offers.	10% off on your next meal provided the user used the app to pay the bill and leave a review.	Social media marketing and Ad campaigns - Once in 2 weeks.	No. of reviews given in the app, no. of payments done through the app.