Scaling User Acquisition and Engagement in a Competitive Mobile Apps Market
Problem
How do you transform a single-purpose utility app into a sticky social commerce platform while navigating partnership complexity with telcos, payment providers, and eCommerce platforms - each with competing interests and integration requirements?
Approach
Conducted detailed qualitative and quantitative research of the customer base (existing and targeted) to understand their lifestyle, user journey, needs, and preferences. Based on these insights, launched a social commerce feature (inspired by Pinduoduo in China) and established partnerships with FMCGs, fintechs, telcos, and eCommerce players to deliver optimal deal bundles for the user base while simultaneously moving the needle on partner KPIs.
Impact
Launched WeShare social commerce product and acquired 200K new users within 3 months of launch. Commercial partnerships with telcos, payment platforms, and FMCG players drove 13% MAU increase within 4 months.