Describe steps on how we can increase user engagement in the app. It has a persona, customer profiling, product strategy, Problem and solution mind map, hypothesis, and wireframe details. We have metrics as well.

1. STOCKEDGE DESIGN
SUBRAT KUMAR DASH

2. Agenda
1. Market Overview
2. Persona (Understanding/Creating)
3. Product Strategy
4. Assumptions & Increase Engagement
5. Hypothesis , Wireframe & Risk
6. Metrics

3. Market Overview
1.25Cr Active (1% of India’s Population Vs 20% of Developed market)
5.95Cr individuals who paid income taxes for the financial year 2021.
Out of 25% earned more than ₹5L/year. (1.5Cr can possible invest)
As economy grow, there is huge opportunity for serving financial learning needs
for new investor.
https://www1.nseindia.com/invest/content/arbitration_reports/report_1c_2021_22.htm

4. Understanding Persona

5. 5
Millenial Nikie
23-28 Years old living in Tier
1/Tier 2 Cities in India
Marital Status: Single
Education: Bachelors/MBA
Income: 5L-10L Per Annum
...I always wanted to learn how to Invest,
but I don’t know where to start...
Goals
Frustration
• To save enough money to start her business
• Learn more about equity investing
• Later to afford buy a big house and a world tour
• Money in bank account giving less returns
• Don’t wanted to keep in money in fixed deposit
• Not knowing enough about equity to make informed decision
• Too many Stock apps create confusion and distrustfulness
Nikie lives in 2BHK apartment with her parents. She works for a high-
tech firm and looks to grow her money; She has a startup idea and
she planning to start her new business.

6. Customer Empathy Map
Pains
Fears, Frustrations, Obstacles
Gains
Wants/needs, Measures of success
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What does he/she
HEAR?
From friends?
From influencers?
From their boss?
What does he/she
THINK and FEEL?
What really counts / Mayor preoccupations /
Worries and aspirations.
What does he/she
SEE?
Environment?
Friends?
What the market has to offer?
What does he/she
SAY and DO?
Attitude in public / Appearance / Behaviour toward others.
His/Her Name:___________________________
- Do you have money to
invest in equity.
- Too risky.
- One invest in equity,
none made money.
- Stock market will
crash
- Friends investing in
equity
- Rakesh Jhunjhunwala
made huge profit
- Fix deposit rate
lowering.
- Market touched all
time high
- How much I should invest.
- Big returns or Big Loss
- When I should invest
Invested once in ELSS mutual fund
Not sure of risk involved
Installed lot of App for stock investing, but not using it.
Finding the right stock/fund to buy/How to start learning equity
Trusted partner to help in data analysis
Can guide and teach others/ Happiness / Financial independence

7. Understanding Customer Belief
Customer use Case Accepted Customer
Belief
Desired Customer
Belief
When I have money in my
account
I want to invest in equity
So that I can get better returns.
I can’t invest in stock market
now, as stock market is trading
all time high. Hence, I should wait
for stock market prices to come
down.
I can invest in stock market at
anytime, as StockEdge has an
option to find right stock in any
market.

8. Product
Strategy
Mission- Make people
financially knowledgeable and
independent
Company Strategy- Simplifying
Finance , Making careers.
Flywheel Effect by Jim Collins to drive aggressive growth

9. Assumption
1. Perfectly working fine in all platform and all device (Apple store/Play Store/ Web)
2. Its fast and easy to install.
3. Supported only English/Hindi/Bengali language and language don’t have impact on engagement.
4. Experience across website and app are same.

10. Problem and Solution
Green colored are short term solution. Other can be Long team as per impact vs cost

11. Sample Hypothesis (Reminder)
11
Goal Issue Strategy Hypothesis Test/Data/Analysis
Increase the
customer
engagement
by 10% by
next quarter
Customer
forget to visit
to stockedge
Using different
reminder strategy
WhatsApp/ popup/
email/etc remind
the customer to
visit
H0: Reminder through WhatsApp
will increase customer review by
10% because customer more
likely to open
H1: As people as busy on
daytime in weekdays and stock
they hold had some news,
summarizing them end of day will
help to customer to visit
stockedge by 10%
More…
Interview/Survey/Wizard
of Oz MVP
A/B test

12. Sample Prototype
**Assuming customer load their stocks or Future we might have integration to pull stock list from DMAT/NSDL account

13. Sample Hypothesis (Showing few feature to New Customer)
13
Goal Issue Strategy Hypothesis Test/Data/Analysis
Increase the
customer
engagement
by 10% by
next quarter
New
Customer(Less
than 1 year in
market) are
confused by
seeing load of
option and
eventually
never turnup
again.
Show top 3 feature list
first and show other
feature as they explore
features and learn.
H0: Showing new customer top
3 feature will help customer to
spend more time and they will
comeback more than 10%.
H1: As new customer explore
the top 3 feature and showing
them, another feature gradually
, will increase the customer
comeback more by 10%.
More…
A/B test
A/B test

14. Sample Prototype
Show Top 3
Explore and
premium feature
for New Customer
Once they explore for
few days, share new
feature gradually in a
story and educate how
to use.
Top 3 feature can be found using the past data with top 3 Sample premium feature

15. Sample Hypothesis (Usabilityand Discoverability)
15
Goal Issue Strategy Hypothesis Test/Data/Analysis
Increase the
customer
engagement
by 10% by
next quarter
Customer take
multiple clicks
to find the
desired result
and
sometimes
they forgot
where they
have seen the
feature.
As stockedge app for
dreamer and explorer,
Improve the search from
stock to feature and
show top feature as per
user usage.
H0: Improve the search will help
customer to go directly to the
desired feature and will increase
the engagement by 10%
H1: Showing the top 4 feature
and other heavily user feature,
will help customer usability and
it will increase the customer
comeback more by 10%.
More…
A/B test
A/B test

16. Sample Prototype

17. Risk
1. Customer might not want the notification in whatsapp, so we might need their consent
before sending.
2. Limiting notification and choice of notification can be controlled by user. (Additional work)
3. Either we can find who are new customer or In current onboarding , we need to add
someway to know if the customer is new to equity market.
4. Improving the search result will be a continuous effort.

18. Metrics
Open rate Click rate
No of feature
used
Average
Session
length
Time spent
on each
feature
Usage of
premium
feature
DAU/MAU
Stickiness
ratio
Cohort
Analysis
Churns rate Exit rate

19. Thank You
Subrat Kumar Dash
https://www.linkedin.com/in/sub
rat-dash-pm/