Project 03
Retention & expansion of user base via referral marketing
Bajaj Finserv Co-brand Credit Cards
15% increase in new customers
Framework replicated for other products
Project Overview
How do you get existing customers to pull in new customers? Leverage the power of referrals from family or friends. A whole team of designers and writers got down to create a referral framework for credit cards.
Problem Statement
Bajaj Finserv Co-brand Credit Card team wanted to target New-To-Bajaj customers (NTB). Acquiring completely new customers comes with its own set of problems:
Figuring out strategies that help us reach the right audience
Keeping cost of acquisition under control
Retaining the users and getting them to use the card
Industry
Bajaj Finserv Co-brand Credit Cards
My Role
Lead UX writer
Platforms
Mobile (iOs, Android), Website
Timeline
September 2024 - January 2025
Persona
Aishwarya Chawla
Manager at LIC
Aishwarya is a 40 year old, working in LIC, living in Delhi. She lives in a rented flat with her 2 children and husband. She has to often dip into her savings to bankroll any kind of expense like medical expenses, booking flights or funding her children's education.
Age: 40
Location: Delhi
Tech Proficiency: Moderate
Gender: Female
Goal
To get a card for expenses falling outside of her monthly budget
To get benefits like cashback, discount, offers, etc.
To get a card that her frineds or family has used before
Frustrations
Does not trust online reviews of the card
Complicated & lengthy referral process
No incentive to complete application
Process
Outcome
15% increase in new user accqusition
Model replicated org wide for 5+ products
Usage by existing holders increased by 5%
[Key Learnings]