Core Responsibility
Drive user engagement and retention through data-driven product improvements, creative gamification strategies, and continuous experimentation at scale.
Major Projects
Homepage Revamp Initiative
Led a complete redesign of the Paytm app homepage, focusing on personalization and user behavior patterns. Conducted extensive A/B testing across different user segments to optimize layout, content prioritization, and call-to-action placement. The revamp resulted in a 40% increase in overall user engagement.
Gamification Framework
Designed and implemented gamification mechanics to increase daily active usage and transaction frequency. Created reward systems, streaks, challenges, and leaderboards that aligned user behavior with business goals. This initiative drove 5% DAU growth and 20% increase in transaction volume.
User Lifecycle Optimization
Built comprehensive user lifecycle management framework covering acquisition, activation, engagement, and retention phases. Implemented automated trigger-based communications and personalized nudges to guide users through their journey and reduce churn at critical touchpoints.
Experimentation at Scale
Managed a robust A/B testing program, running multiple experiments simultaneously across different user segments. Developed frameworks for test prioritization, statistical significance evaluation, and learnings documentation.
Approach & Methods
Data-Driven Decision Making
Every product decision was backed by data. I worked closely with analytics teams to establish success metrics, design experiments, and analyze results. This included setting up dashboards for real-time monitoring and conducting deep-dive analyses to understand user behavior patterns.
Cross-Functional Leadership
Collaborated with engineering, design, marketing, and business teams to align on priorities and execute initiatives. Led sprint planning, managed stakeholder communication, and ensured smooth delivery of features from ideation to launch.
Experimentation at Scale
Managed a robust A/B testing program, running multiple experiments simultaneously across different user segments. Developed frameworks for test prioritization, statistical significance evaluation, and learnings documentation.
Skills Applied
Key Learnings
Working at Paytm taught me that scale changes everything. Features that work for thousands of users behave differently at millions. I learned to think in terms of user segments, edge cases, and system-wide impacts. Most importantly, I discovered that the best product improvements come from deeply understanding user psychology—not just what users do, but why they do it.