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/