Onboarding project | Adani Digital Labs
​
| Ideal Customer profile | ICP 1 | ICP 2 |
|---|---|---|
| ICP Name | Sundar | Pavan |
| Age | 30-60 | 25-45 |
| Shopping Goals | Get authentic products | Maximise shopping within given budget |
| Gender | Male | Male |
| Location | Mumbai, Ahmedabad, Lucknow, Jaipur,Trivendrum, Mangalore | Mumbai, Ahmedabad, Lucknow, Jaipur,Trivendrum, Mangalore |
| Companies | Own business, Senior management positions in conusluting industries, International sales roles, academic conference attendees | Newly married couple in mid level corporates, Retired personnel from top positions in PSU companies |
| Marital Status | Both married and unmarried | Married |
| How do they spend their weekdays | Business meetings/ whatsapp | Office meetings and youtube/Netflix |
| How do they spend their weekends | 1. Spend time with family at home 2. Social/community gathering 3. Going to the mall | 1. Hanging out with friends/chilling 2. At home watching OTT/social media 3. Shopping with friends |
| Apps they spends most of their time on | 1. YT, LinkedIn 2. Messaging apps- whatsapp | 1. Social Media- youtube , facebook 2. Messaging whatsapp 3. Netflix |
| What do they spend most on | Shopping | Shopping |
| Most used features on the app | Search, browse, exclusives catologue | Offers and Discounts |
| Frequency of feature usage | 4-5 times in a year | 1-2 times a year |
| Willingness to pay | High | Moderate |
| Problem Statement | I want authetnic products and does not want to wait in long queues | I want luxury products at great price |
​
JTBD
​
ICP | Goal Type | Goal Type | JTBD |
|---|---|---|---|
All ICPs | Primary | Functional | Allow users to purchase Duty Free products online and collect them at airport for convenience |
All ICPs | Secondary | Personal | To save time at airport in the queues |
ICP 2 | Secondary | Social | To show their relatives and friends about the premium gifts that they purchased for them |
​ | ​ | ​ |
​
​
Onboarding Teardown
​
Onboarding Teardown -Adanione Duty Free.pdf
Activation Metrics
​
Core metric - The key metric which helps in identifying the users as active users
No of Purchases. - 2 transactions in 1 year
​
Other Key metrics which can help in improving the Core metrics. By tracking the below funnel metrics , we can have insights and improve on the onboarding flow
​
Funnel metrics
​
Total traffic on the home page to Customers searching for product -
​
Search Page traffic to Add products to cart -
​
Add to cart traffic to Check out page -
​
Check out page to Payment page
​
No of people who save cards information
​
Payment page to Succesful transactions
​
Other metrics
​
Retention rate 6months, 12months, 1 year
Average Transaction value
App rating - 4.4
Life time value of the customer/
​
​
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