Sympathy for the devil - The rolling stones
How we improved user
activation by 10%
Project Name
Organisation
Year
Role
Merchant Incentives (Version 2)
Meesho
2022
Senior Product Designer
Data points had indicated that newly onboarded merchants who upload 7 catalogs within 14 days show a higher probability of being activated users.
In order to incentivise newly onboarded merchants, Meesho provided few benefits upon reaching the milestone.
The key benefit being 1200 Advertisement credits, which suppliers can use to promote the uploaded catalogs.
overview 🤓
Existing Design
Version 1
Data Insights
Data indicated that there was a 62.8% drop off post onboarding
35.13% merchants did not even upload a single catalog
Majority of merchants dropped off after uploading 1-3 catalog
Data Insights
91.76% of merchants had at least 1 quality catalog which was live
Drop offs reduced for merchants in 4-7 catalog stage
Onboarded Users
7C 14D Milestone
100%
37.2%
Catalogs
Uploaded
Merchants
Buckets (%)
Cumulative
Funnel (%)
Drop off
(%)
0
35.13%
-
-
1
10.58%
100%
0.00%
2
4.81%
83.69%
16.31%
3
2.91%
76.28%
8.86%
4
2.06%
71.78%
5.89%
5
1.68%
68.61%
4.43%
6
1.55%
66.02%
3.78%
7
5.50%
63.62%
3.63%
problem discovery 🔍
Reason
Size
Root Cause
Upload help
15%
Merchants are not sure how to upload the catalogs and require support
Low orders
14.1%
Merchants think they are not getting enough orders on Meesho
Testing the platform
4%
Merchants want to test Meesho and check if they get enough orders before uploading remaining catalogs
A survey was conducted to understand the reasons and size them. Following are the top three reasons.
understanding
user goals
We leveraged existing research documents to understand what growth levers were important for merchants. The primary goal for them was to improve visibility on Meesho by improving catalog views and clicks. This would further improve overall orders.
cohort
prioritisation
We decided to prioritise and solve for merchants who had uploaded 1-6 catalogs and were still in consideration phase.
We also knew that these merchants knew how to upload a quality catalog hence we can solve for these users much faster.
prioritisation ☝🏻
We revised our product solution approach. We felt that the earlier milestone of 7 catalogs might’ve been difficult for merchants to achieve. Instead we aimed to create smaller milestones to motivate them better.
Previous Approach
Merchants were rewarded 1200 Advertisement credits for uploading 7 catalogs successfully.
1 Catalog
0 credits
7 Catalog
1200 credits
>
Proposed Approach
To motivate the merchant better we aimed to create smaller milestones and reward them at each milestone.
1st Catalog
0 credits
3rd Catalog
300 credits
5th Catalog
400 credits
7th Catalog
500 credits
Michael Scott
2nd Rule of Business
Action
Ability
Motivation
Fogg
behaviour model
Created contextual nudges
By applying Fogg’s behaviour model on the user journey it helped us discover impactful touch points to place the nudges. Along with this we leveraged an existing solution which helped users create an advertisement in 1 click.
Trigger
Action
Reward
Investment
hooked
model
Created an action loop
By applying hooked model we were able to discover that early investments in advertisements could help in retaining them. By nudging merchants to create advertisement using earned credits can help in boosting the relevant growth levers.
implementation 🤘🏻
before
after
✨ verdict is in ✨
After taking the solution live we monitored the data for 90 days to see how many merchants were now uploading 7 catalogs in 14 days.
