Paytm.
Manager, Product
Paytm is India's largest payments platform, with over 350 million users, competing with PhonePe and Google Pay for UPI market share. I joined in marketing, managing all user communications across new, repeat, and churning segments, and moved into product within six months. I started with churn reactivation and picked up new-user onboarding next. Within four months of moving to product, I owned the full lifecycle across all three user segments, with monthly P&L responsibility. Two projects defined this role. The first was a gamification program to fix new-user retention: I designed a daily-streak system with segmented rewards, tested seven variants across two game formats, and drove 5% DAU growth and a 20% transaction volume lift on tested cohorts. One format worked; the other failed across all five versions. The second was the app homepage revamp: I pitched leadership for full authority over a page that four teams shared, restructured the layout using scroll-depth data, and delivered a 40% click-through lift on tested cohorts. Alongside these, I ran reactivation campaigns (SMS, email, referrals) on CleverTap, built SQL dashboards for cohort tracking, and monitored DAU, transacting users, reactivation, and repeat transactions daily across all user segments. The full story behind both projects, including what failed and why, is in the note Two Problems, Seven Experiments, and One Organizational Fight.
Grow engagement and retention on the consumer app, mainly through experiments on the homepage and a gamification program.
User Activation Rate in the Gamification Pilot Cohort
Steady month-over-month growth in activation after introducing reward mechanics, streaks, and cross-category challenges across the user base.
Onboarding Experience, Test Cohort, Before and After (Jul to Oct 2023)
Simplified setup flow and guided verification reduced support tickets by 35% while doubling activation rates within the first quarter of rollout.
Homepage Transformation, A/B Test Cohort, Before and After (Jan to Mar 2024)
The personalized layout made features easier to find. Repeat transactions and retention picked up within weeks of the phased rollout.
Major Projects
Homepage Revamp Initiative
Owned the PM track on a homepage redesign, partnering with design and engineering on personalization and user behavior patterns. Ran A/B tests across segments to optimize layout, content prioritization, and CTAs. Contributed to a 40% engagement lift across the tested cohorts.
Gamification Framework
Drove the PM workstream on a gamification framework (reward systems, streaks, challenges, leaderboards) aimed at daily active usage and transaction frequency. Cross-functional rollout produced 5% DAU growth and a 20% lift in transaction volume in the measured cohort.
User Lifecycle Optimization
Set up lifecycle tracking across acquisition, activation, engagement, and retention, with triggered messages and nudges to move people to the next step and cut churn where it was highest.
Approach & Methods
Working With Data
I worked with the analytics team to set the success metric before each experiment, then read the results together. We kept dashboards for the launched tests and dug into the numbers when something moved in a way we didn't expect.
Working Across Teams
Day to day I sat between engineering, design, marketing, and business, agreeing on what shipped next and keeping it moving from spec to launch.
Experimentation at Scale
I usually had several tests running at once across different segments. The system around them mattered as much as the tests: deciding which to run first, agreeing when a result counted, and writing down what we learned so old experiments didn't get rerun.
Skills Applied
Working at Paytm taught me that scale changes everything. A feature that works for thousands of users behaves differently at millions. I learned to think in user segments, edge cases, and system-wide effects. And the best product improvements come from really understanding user psychology, not just what people do but why they do it.