01Acquisition
Insight
- The digital credit card journey was closely coupled with the payments app.
- Dependent on app download and growth.
- Limited scope for 10x scaling via dedicated marketing and sales efforts.
- High propensity of failures, and high TAT in issue resolution due to older technical stacks.
Action
- Led and scaled a standalone web journey enabling freedom for bank-led sales and rapid acquisition.
- Improved instrumentation depth and coverage, and built stringent dashboards to track feature releases.
- Located process vulnerabilities and defined key checkpoints for engineering and QA to ship more robustly.
- Led the move to platforms like FlutterFlow, supporting the team through a first-of-its-kind migration.
Outcome
- The card is now ~7% of every net new credit card issued in India.
- The standalone journey reached the same acquisition scale in 3 months that took ~2 years coupled with the app.
- Reduced technical failures from 1% to under 0.2%.