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User segments, journeys, use cases

This document aims to define the broad tenets on user segments, journeys and the use cases they unlock.

This document is not scoped. Meaning it does not have different versions and timelines thereof yet. However this document tries to address the overall goals and how we want to achieve them. It also tries to address at least one use case that we will unlock once the first version is completed.

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Why do we need user segments?

User segments allows us to understand users better by revealing distinct behaviours, preferences, and needs within different groups. This deeper understanding helps in tailoring services, improving user engagement, and developing solutions that truly resonate with each segment - leading to more meaningful interactions and stronger customer relationships. Also organisationally it helps us speak the same language when it comes to sets of user. For eg: an aspirational segment, a value seeking segment, potential fraudsters, dormant users in a particular category, so on and so forth.

What are journeys?

Generally journeys are the paths or series of steps a user takes to achieve a specific goal within a product. However they may also be events that occur as an outcome of the steps that a user might have taken. For eg: a SMS for a bill payment or an email for placing an order. A third kind of a journey is the lack of a desired action or the user not completing their desired journey.

Key aspects of user journeys include:

Stages or Touchpoints: The individual interactions or moments during the user's experience. This will include impressions, scroll, clicks.

User Goals: What the user aims to accomplish at each stage.

Experience: How they felt about a particular feature or outcome?

Pain Points: Any obstacles or issues faced during the journey.

Opportunities: Optimisations to refine existing journeys.

Capabilities unlock

Ability to personalise experience on the app

Ability to handhold onboarding for new users

Ability to cross sell basis user actions near real time

Ability to cross sell in case a user does not take an action (useful towards onboarding etc)

Ability to do personalise near real time nudges basis - a. user actions b. second order events

Ability to do perform experiments on chosen user segments

Ability to do risk management, identify fraudulent users and take appropriate actions.

Ability to focus on high value underserved segments at the most granular level basis cohort definitions

Systemic customer retention technique unlocks

What are we doing differently?

Outside of the regular usecases and explainability, following would set us apart

We will try to be faster than others when it comes to understanding and responding to second order events.

Configurable real time queues for quick actions

Rules that can decipher actions not taken within a given time period.

Key components

Key components

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Solution

High level architecture

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Near real time queues (under the hood)

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Usecases that we could consider:

Home page personalisation - we already have some rudimentary aspects today in terms of camera open / close etc. But intent determination is not exactly strong. We could embark on a very early intent determination use case where in case for eg a user purchases a card we don;’t turn the camera off for that user. This would be a simple validation usecase.

A more involved usecase could be where we are now able to change the order of the widget basis user behaviour. Meaning, we are not able to understand that the user perhaps does not want the card and accordingly either show something else or stop the turning on / turning off of the camera

A third usecase could be showing reminders of bill payments. This has other complexities we can discuss when we meet.

A fourth usecase could be experiments on specific segments for specific feature launches