Managing multiple recharges?
Upgrade to Postpaid - more benefits, less hassle
2 SIMs
₹825
incl. GST
105 GB
shareable data
Monthly
rental
View Plan Details
No daily data limit · Auto-adjusted prepaid validity
Switch to Postpaid?
Cross-selling Postpaid
Helping users with Postpaid options while making Recharges
category
Gross Additions led growth
my role
Lead Product Designer
team
1 PM, 1 PD, 8+
engineers + more
What?
There is low adoption of Airtel Postpaid Family Plans through online channels. In the current journey, we rely on people upgrading on their own, i.e., either word of mouth or through the App’s own base, by highlighting the key benefits of data savings and storage in postpaid.
Why?
The key reason of not able to sell Postpaid Family plans is because of the lack of benefits being highlighted. Also, the presence of consultative selling on direct-to-customer channel i.e. there is a human in loop who is able to establish value of family postpaid plans vs prepaid, explain its benefits, answer customer queries, and assist with the journey.
1
Users who Upgrade to Postpaid, lack visibility of family plans
There is a huge set of customers who are nearing their pack expiry and are coming to the recharge journey to continue with their services. This critical touchpoint remains under-utilised, with gaps in targeting, benefit communication, and a seamless upgrade experience, leading to missed conversion opportunities.
2
User is highly likeable to upgrade to Postpaid when their recharge is expiring
But why are people not choosing to
Switch to Postpaid?
Primary qualitative research
Lack of awareness of family plans
Discoverability of Benefits
Lack of feeling personalised
Data Points
ANALysis
~15%
Family Plan Selection
Online Channel
~2%
Free Child SIM - Claim Ons
Online Channel
1.5 Million
Daily Prepaid Recharges on App
Key juncture point
Solutioning
People will Switch iF
•
They perceive better value in comparison to Prepaid and explain them the benefits.
•
Make the experience of switching personalised with highlighting value of family.
•
Carry forward relevant context giving them power to go back.
Find high value user subset and curate exclusive plan for them.
Short & Quick Switching
As users are use to do the recharges quickly.
This shouldn’t burden them.
No false conversions
Re-iterating the model of Postpaid to the Users. Thus, lowering our churn-rate and increase overall GAD’s (Gross Additions).
HAPPY FLOW
A user nearing pack expiry opens the app to recharge, following their usual habit. While browsing plans, they see a prompt highlighting Postpaid Family Plan, triggering thoughts about the hassle of multiple recharges for their family every month.
Curious, they explore the plan and discover the ease of a single bill, shareable data, and added savings. Seeing the simple family member add-on affirms their decision, leading them to switch.
Similar structure, while creating a structural dissonance. As users are doing this as a recurring activity, they should feel familiar.
Highlighting the key values and benefits, helping user with transparency and make up the mind.
Laying out the details and offers for the users. Helping them understand the value and make the choice.
Making them take the decision to add user family member, the key juncture of the decision making. Helping them have the value realisation.
Reinforcing the instant switch via OTP. As the similar mental model while making payments.
Making users feel re-assured by being the part of Airtel Postpaid Family.
Key Factors considered
Solution Decision Making
Value Plan, Happy Users
High value Prepaid user base shifting to Postpaid while realising the value for money, helps create brand value.
Higher Family Plan Conversions
There is an higher retention if a user has switched to Postpaid, thus providing higher LTV (Life Time Value).
Overall Low Churn in Postpaid
High value Prepaid user base shifting to Postpaid while realising the value for money, helps create brand value.
Marketability
Ensures the product appeals to the users, leading to greater additions through word of mouth and referrals.
OTHER Explorations
Impact
PosItive
Increase
~10%
Family Plan Selection
Online Channel
14%
Free Child SIM - Claim Ons
Increase
35K Additions
1st month add ons
through new avenue
What’s Next?
Scalability
•
Upselling the Plans based on user’s past recharge history.
•
Optimising the same of 3rd party recharges. - Gpay, Phonepay, PayTM
•
Optimising the drop off in the funnel.
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