PRD · Product Space fellowship
PhonePe Rewards
A loyalty program for PhonePe users, designed so that earning and spending points happens inside the flows people already use every day.
Role
Solo: research, PRD and wireframes
Type
Coursework PRD
Program
Product Space, 2024
Tools
Notion, Figma wireframes
The brief
PhonePe wants to launch a loyalty program for its users, in the spirit of Myntra Insider, CRED Coins and Flipkart Plus. The question I worked on: what should earning and spending look like on a payments app so that people come back and transact more?
Objectives
For the business
- Drive more transaction volume
- Build brand loyalty
- Improve retention
- Strengthen market position
For the user
- Earn rewards effortlessly on payments they already make
- Choose how to redeem, tailored to preferences
- Enjoy challenges, recognition and sharing
Who it is for
Target persona
Neha, 28
City professional juggling work and personal commitments. Wants payments that save time, and rewards that feel tangible, like cashback and discounts.
Persona
Amit, 35
Family man managing household expenses on a budget. Wants value on essential purchases and family-oriented benefits.
Persona
Priya, 30
Fashion enthusiast and online shopper. Wants the best deals within budget, with early access and personalised offers.
The solution
1
Earn on everyday payments
Points are credited automatically on eligible digital transactions such as bill payments, travel, food orders and shopping, and shown in a rewards wallet.
2
Redeem with choice
Cashback on future transactions, discounts on partner merchants, premium subscriptions, or access to events and offers.
3
Challenges, badges and leaderboards
Time-bound tasks and milestones that unlock bonus points and recognition.
Sharing and partner offers
Share milestones on social platforms, and unlock exclusive offers from partner brands, retailers and service providers.
The flow
Four wireframes take a user from discovering points on the home screen to spending them at checkout.
1 · Home
Points sit just below the main action items, so they are visible without adding a step.
2 · Points screen
Balance, validity, payment history, and a community area with leaderboards.
3 · Use and earn
Switch between All, Use Points and Earn Points to see rewards, travel deals and partner offers.
4 · At checkout
On a mobile recharge, one tap applies points and shows the saving before paying.
How success is measured
Acquisition and activation
New sign-ups, and the share who activate a rewards account.
Earning and redemption
Points earned per user, share of points redeemed, redemptions per user.
Engagement
Challenges completed, badges earned, social shares.
Retention and loyalty
Retention of enrolled users, and repeat transactions after joining.
Satisfaction and partners
NPS, feedback, partner offers and partner satisfaction.
Revenue impact
Transaction volume of enrolled users, and revenue from redeemed transactions.
If I revisited it
What I would tighten in a second version:
- Define what a point is worth in rupees, and who funds the rewards.
- Set metric targets and choose a single north star, such as incremental transactions per enrolled user.
- Cover fraud and edge cases: reversals on failed or refunded payments, and point expiry.
- Rethink leaderboards among contacts, which expose spending behaviour on a payments app.
- Phase the scope, starting with earn and redeem at checkout.
Read the full document
More work
Back to all work →