A framework of arranging Dynamic Widgets to create personalised home screen layouts for different user cohorts

BEFORE WE BEGIN

Why

• Freo is a multi-product financial platform
• Users will come to Freo for different financial needs - for credit, for investments, to insure, to spend, etc.
• The app’s UI should speak to the specific need of the user
• Users should first find success in the product they originally came for, in order for future cross-sell to be successful
• Thus, we cannot rely on static, factory-made experience for all users. Hence Dynamic Layouts.
• See detailed explanation here here

IT'S ALL ABOUT THE STORY

Storytelling goals for Dynamic Layouts

Delivering on expectations

• Users get what they originally wanted, ensuring that their primary need is met
  • Or that they didn’t, but may like our other offerings
• See 'Intended' products

Delivering beyond expectations

• Users get products similar to what they originally wanted, showing added value and relevance
• See 'Adjacent' products

Delighting with extra perks

• Highlighting additional products users can get, thus creating a sense of delight and additional benefit
• Future-proofing the product in user’s minds highlighting products for their future needs
• See 'More' products

Turning first-impressions into loyalty

• Building a positive first impression, even if users initially feel discontent
• Altogether, preventing users from uninstalling the Freo app by showing exponential value at the onset, and consequently preventing Day 0 churn

Hotel lobby analogy

Brand factory analogy

THE **I AM** APPROACH

The Intended, Adjacent, and More approach

1 Categorise offered products in 3 groups

Intended product

The product for which the user came to Freo

<aside> <img src="/icons/asterisk_lightgray.svg" alt="/icons/asterisk_lightgray.svg" width="40px" /> Obviously, this should be shown first to the user. While we eagerly want users to take up multiple Freo products, it is important that they find initial success in the Intended product first before cross-selling.

</aside>

What happens if the user is waitlisted for the Intended product?

Adjacent-value product

A product similar to the intended product that the user may also like

<aside> <img src="/icons/arrow-up-basic_lightgray.svg" alt="/icons/arrow-up-basic_lightgray.svg" width="40px" /> If, for some reason, the user doesn’t want the Intended product, they can consider meeting their need with Adjacent. Showing them such a product at the onset can minimise their chance of Day 0 churn.

</aside>

More products

All other bonus products that show the breadth and diversity of the Freo ecosystem

<aside> <img src="/icons/arrow-up-basic_lightgray.svg" alt="/icons/arrow-up-basic_lightgray.svg" width="40px" /> With this, we’re trying to subliminally tell users, “While you only have the need for credit right now (and we’ve got products for that), Freo has many more financial products that you may need tomorrow. When that need arrives, please choose us.”

</aside>

2 Follow the product affinity map

Intended-Adjacent product mapping

| INTENDED | 1ST ADJACENT | 2ND ADJACENT (if 1st not available) | 3RD ADJACENT (if 2nd not available) | | --- | --- | --- | --- | | Borrow || Connect | Spend limit | Yes Bank credit card | ? | | Spend limit | Borrow | Connect | Yes Bank credit card | | UPI | Borrow ? | Connect ? | Spend limit ? | | Fixed deposits | Digital gold | Mutual funds | | | Digital gold | Fixed deposits | Mutual funds | | | Yes Bank credit card | Spend limit | Borrow ? | Connect ? | | Motor insurance | ? | | | | Credit score | Borrow ? | Connect ? | Spend limit | | Bill payments | UPI ? | Spend limit ? | | | Mutual funds ? | Digital gold | Fixed deposits | |

What happens if the user is waitlisted for the Adjacent product?

3 Divide the home screen to receive the I AM products

RULES FOR INTENDED & ADJACENT

SETTING THE STAGE

UP NEXT

Freo FTUX