Enhancing App Usage to Drive Repeat Orders

1. Enhancing App Usage to Drive Repeat
Orders for FNP
Prasanna Hegde

2. Introduction to the Challenge
FNP, India's premier gifting solutions
provider with over 1 lakh products and 400+
outlets, handles 10,000 orders daily.
Limited Order
Capture
User Uninstall
Pattern
Underutilized
Offering
FNP captures
only 20% of
potential orders
in a year,
indicating a
significant gap
between
potential and
actual sales.
A significant
portion of users
uninstall the app
after placing their
first order,
suggesting a lack
of engagement
and satisfaction.
Despite its
comprehensive
product range and
wide coverage of
gifting occasions,
FNP's app usage
and repeat orders
lag behind
expectations
Retentional
Barriers
The app fails to
provide a
compelling reason
for users to return,
leading to low
repeat orders and
customer churn.
To thrive, FNP must transform infrequent users into daily app devotees, fostering an app
that seamlessly integrates into their daily routines, not just occasional gifting needs.

3. Current Scenario
1
Installation: Users are drawn to FNP's
gifting options and download the app
to explore.
2
3
Order Placement: For gifting or
personal needs, users browse, select,
checkout, and pay.
Uninstallation: Many uninstall after
completing their order, indicating low
beyond-need engagement.
The User Journey on the FNP App
Limited repeat orders, costly customer acquisition, and underutilized brand
loyalty hinder FNP's revenue growth and sustainable customer base expansion.
• Complex navigation hampers user experience and
product discovery.
• Missing incentives deter repeat usage and engagement.
• Limited personalization fails to engage users with
relevant products.
Key Friction Points

4. Proposed Strategy
Objective
Transforming Occasional Users into Daily App Enthusiasts
Strategy Overview
Habit-Forming Experience: The Key
to Sustained Engagement
User Engagement and Retention
at the Forefront
Overall Impact of the Proposed Strategy
By implementing our proposed strategy, we anticipate a substantial increase in daily app usage, repeat orders, and customer lifetime value. This will contribute to FNP's
continued growth and success in the gifting solutions market.
Objective is to significantly increase repeat orders by fostering daily app usage among users. This will be achieved by
creating a habit-forming experience that seamlessly integrates into their daily lives, not just during gifting occasions.
Personalized Product
Recommendations
Personalization Implementation
in the FNP App
By understanding user needs
and preferences, we will update
and make an app that is not only
informative and user-friendly but
also engaging and enjoyable.
We will leverage habit-forming
design principles to update the app
that users find irresistible and want
to return to regularly.
We will implement personalized
product recommendations to tailor
the app experience to each user's
unique preferences and past
behavior.
Personalized recommendations will
be implemented using advanced
machine learning algorithms that
analyze user data, including
purchase history, browsing
behavior, and demographic
information.

5. Feature Recommendations
• Purpose: Proactive prompts to consider FNP during gifting occasions.
• Target Users: Users with upcoming birthdays, anniversaries, or other special
occasions.
• Expected Impact: Increased app usage during gifting seasons, higher conversion
rates, and enhanced brand awareness.
• Mechanism: The app will utilize user data, including birthdays, anniversaries, and
past gifting patterns, to send personalized reminders about upcoming occasions.
Occasion-Based Reminders
• Purpose: Encourage regular usage and create a sticky app experience.
• Target Users: Users with infrequent or non-habitual app usage patterns.
• Expected Impact: Increased daily app usage, reduced churn, and enhanced
brand loyalty.
• Mechanism: The app will employ habit-forming design principles, including
anticipation, variety, and a sense of accomplishment, to encourage regular
usage and foster a sticky user experience.
Habit-Forming Design Principles
• Purpose: Relevant product suggestions to increase user engagement and drive
repeat purchases.
• Target Users: Tailored recommendations based on individual preferences, past
behavior, and demographic information.
• Expected Impact: Increased product discovery, improved conversion rates, and
enhanced customer satisfaction.
• Mechanism: Using user data, the app will make personalized recommendations
through machine learning.
Personalized Product Recommendations
• Purpose: Provide relevant and timely information to enhance the app
experience and encourage engagement.
• Target Users: Tailored content and notifications based on user preferences,
past behavior, and location.
• Expected Impact: Increased app usage and engagement, improved conversion
rates, and enhanced customer satisfaction.
• Mechanism: The app will utilize user data and preferences to curate
personalized feeds and notifications.
Personalized Feeds and Notifications

6. Wish Lists
• Purpose: Convenient storage and sharing of desired gifts for various
occasions.
• Target Users: All users planning gifts for birthdays, anniversaries,
holidays, etc.
• Expected Impact: Increased app usage for gift planning and discovery,
enhanced gifting convenience, improved conversion rates for wishlist
items.
Gift Registries
• Purpose: Curated gift lists for specific events, such as weddings, baby
showers, or graduations.
• Target Users: Users planning major life events.
• Expected Impact: Increased app usage for event planning and gifting
coordination, streamlined gift-giving, improved conversion rates for registry
items.
Nurturing Engagement with a Gamified Rewards Program
• Purpose: Motivate users to engage, earn rewards, and redeem for valuable benefits.
• Target Users: All users, tiered rewards based on engagement levels.
• Expected Impact: Increased daily app usage and session durations, enhanced customer loyalty and brand advocacy, improved customer lifetime value.
Feature Recommendations

7. Enhancing User Experience with Intuitive UI Improvements
Simplified Navigation
• Streamlined menu structure for effortless navigation.
• Intuitive iconography for easy identification of app sections.
• Breadcrumb navigation for clear location awareness.
Streamlined Checkout Process
• Minimalistic checkout flow for quick and easy order completion.
• Multiple payment options for convenient payment processing.
• Order tracking and status updates for enhanced transparency.
Potential Challenges and Risks
• Implementation Complexity
• User Adoption
• Maintenance and Updates
Enhanced Product Discovery
• Tailored suggestions based on user preferences and past actions.
• Effortless product discovery using images.
• Occasion- and interest-based product groupings.
Personalized Content and Recommendations
• Personalized recommendations based on preferences and past purchases.
• Relevant content and promotions on the main page.
• Time-sensitive updates on new products, offers, and personalized updates.
Mitigating Challenges
• Thorough User Testing
• Clear Communication and User Education
• Phased Implementation

8. Phased Implementation Plan for Proposed Solutions
Milestones:
• Develop and test the backend infrastructure to support the new features.
• Develop and test the frontend UI/UX for the new features.
• Conduct internal user testing to gather feedback and make necessary
improvements.
Development (Q2-Q3)
Milestones:
• Conduct user research and market research to gather feedback to validate proposed
solutions.
• Develop a detailed implementation plan, including timelines, milestones, and resource
allocation.
• Identify and secure necessary resources, including team members, technology, and
budget.
Planning (Q1)
Milestones:
• Deploy the new features to the production environment.
• Monitor the performance and usage of the new features.
• Address any post-deployment issues or bugs.
Rollout (Q5)
Milestones:
• Conduct comprehensive testing of the new features to ensure quality and
functionality.
• Perform performance testing to ensure scalability and reliability under load.
• Conduct user acceptance testing to ensure that the new features meet the needs of
end users.
Testing (Q4)

9. Impact on User Engagement and Repeat Orders
Projected Improvements in Daily App
Usage
By implementing the proposed solutions, we anticipate a
significant increase in daily app usage, with a projected 20-
30% increase.
The following KPIs will be used to measure the success of the proposed solutions:
Increase in Repeat Orders
We also anticipate a significant increase in repeat
orders, with a projected 15-20% increase.
Key Performance Indicators (KPIs) to Measure Success
• Daily active users (DAUs)
• Repeat order rate (ROR)
• Average order value (AOV)

10. Conclusion
• Challenge: Increase repeat orders by fostering daily app usage.
• Proposed Strategy: Create a habit-forming experience that seamlessly
integrates into users' daily lives, not just during gifting occasions..
• Expected Impact:
• Significantly increase daily app usage and repeat orders.
• Solidify FNP's position as a leading provider of gifting solutions.
• Importance of Enhancing App Usage: Enhancing app usage is essential for
driving repeat orders and achieving business objectives.
• Confidence in Proposed Solutions: We are confident that the proposed
solutions will be effective in enhancing app usage and driving repeat orders.
These solutions are based on proven design principles and have been
successfully implemented by other leading companies.
• Conclusion: In conclusion, we believe that the proposed solutions represent a
significant opportunity to increase repeat orders and achieve FNP's business
objectives.

11. THANK YOU
Prasanna Hegde