Improved customer retention for a Buy Now Pay Later (BNPL) grocery purchase model
Industry
Jigyasa Rurban
My Role
Interaction Designer
Platforms
Mobile
Scope of Work
Design Research | UX Design | Design Strategy
Timeline
September 2023 – December 2023
Prototyped and piloted a digital ordering system for a Buy Now Pay Later (BNPL) offering to improve retention and customer experience in collaboration with IDEO Last Mile Money and Jigyasa Rurban.
Context
In 2023, the organization Jigyasa Rurban (JR) was chosen to be part of IDEO’s Last Mile Money accelerator. JR provides interest free buy now, pay later (BNPL) loans for grocery purchases in rural India, with the goal of helping families living in rural India buy high quality groceries at affordable prices. Our team at IDEO and the organization Jigyasa Rurban(JR), kicked-off a design collaboration focused on improving customer retention rates for JR.
THE PROBLEM
Lack of clarity about buyer behavior and what's driving churn
Jigyasa wanted to improve customer retention rates by examining what’s driving churn and assessing what is the right challenge to focus on by understanding Jigyasa buyers and SROs better.
THE SOLUTION
A digital ordering system in alignment with current shopping patterns
I developed and piloted a new digital ordering system — for Jigyasa field agents (SROs), Group Leaders and Customers, with the aim to improve retention and customer experience.
In the long run, Jigyasa intends to digitize the entire journey with the ultimate goal of being the preferred grocery shopping option for rural women in India.
The prototype addressed the hard challenge of providing the most updated catalog and price for women customers so as to set the right expectations on their order value, and bring in more trust and satisfaction from shopping through Jigyasa.
Click below to get a peek into the proposed end-to-end product journey.
Full case study coming soon 🕖
Reflections & Takeaways
01
Besides product thinking, viewing things from a business design lens is crucial.
Tackling a problem space that not only spanned across user needs, but also involved close consideration of business objectives helped me realized how to be a successful designer it is important to strike a balance between the two.
02
Multiple rounds of research is your best friend while building 0–1.
Incremental research where insights from one round inform what you should delve deeper into in subsequent rounds is essential while building products from the ground up because the unknowns are higher and will therefore require a lot of generative research.
03
Don't try to digitize everything.
Designing for a cohort that was still warming up to technology helped me realized how digitization is not always the solution. Instead, it is essential to look at things from a service design perspective and rethink inefficiencies that exist within the everyday workflows of users and businesses.
