In product management interviews, one of the most common areas candidates are tested on is their ability

to define, track, and analyze product metrics. These metrics often determine the health of a product, its
growth, and its alignment with business goals. In Indian companies, particularly in sectors like fintech, e-
commerce, and SaaS, understanding the right metrics to focus on is crucial.

The following guide is structured using the GAME framework (Goal, Actions, Metrics, Evaluate) to answer
the top 100 product metrics questions asked in Indian companies. These are real-world scenarios that
have come up during product management interviews, and I’ve crafted detailed solutions for each. Let's
dive in.

1. How would you measure the success of Paytm’s onboarding process?

Goal:

The goal of Paytm’s onboarding process is to ensure a seamless transition from sign-up to completing the
first transaction. The ideal scenario is to maximize the number of users who sign up, complete KYC, and
make their first transaction, minimizing drop-offs.

Actions (User Journey):

Step 1: Sign Up – The user downloads Paytm and registers using their mobile number. The system
should ensure minimal friction in this step (e.g., OTP verification must be quick and reliable).
Step 2: KYC – Users are guided through completing KYC verification, either by uploading documents
or scheduling a KYC agent visit. A critical part of this step is reducing user friction—streamlining
document uploads and simplifying agent scheduling.
Step 3: First Transaction – After KYC, users should be directed towards making their first transaction
(e.g., wallet top-up or bill payment). Paytm could offer visual cues, tutorials, or even cashback
incentives to motivate users to transact immediately.
Step 4: Feedback – Paytm collects feedback post-onboarding to assess how smooth or complicated
the experience was for users.

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Metrics:

KYC Completion Rate: This is a critical metric since it's a mandatory part of onboarding. A low KYC
completion rate could indicate too many steps or unclear guidance. Consider A/B testing different
versions of KYC prompts to see which generates the best conversion rate.
Drop-off Rate: Tracking drop-off points throughout the onboarding journey will help identify where
users abandon the process. For instance, if many users drop off after the KYC step, it might indicate
that they're struggling to understand the process or find it too time-consuming.
Time to First Transaction: A key metric that shows how long it takes for a user to make their first
transaction after sign-up. A shorter time indicates a smoother onboarding experience.
CSAT (Customer Satisfaction): Feedback after onboarding can offer direct insights into how users
feel about the process. Analyze patterns in the feedback to prioritize areas for improvement.

Guidance to Improve Metrics:

1. Simplify KYC: If the KYC completion rate is low, work on simplifying this step, such as adding clearer
instructions, automating document verification, or offering chat assistance during the process.
2. Incentivize Early Actions: Users who complete KYC and perform their first transaction quickly are
more likely to stick around. Offering small incentives (like cashback or discounts) can shorten the time
to the first transaction.
3. A/B Test Onboarding Flows: Continuously test different versions of onboarding flows to find the
optimal version that drives the most completions while ensuring satisfaction.

Evaluate:

Compare the KYC completion rate, first transaction rates, and drop-off points against industry standards.
If the KYC process is a major pain point, automate certain aspects of it or break it into smaller, manageable
steps. Track time-to-first transaction and satisfaction scores to ensure users see the value of the app
early in their experience.

2. How would you track customer retention for Swiggy in Tier 2 cities like Jaipur?

Goal:

The primary goal is to increase customer retention in Tier 2 cities by improving the frequency of orders
and overall customer loyalty. The aim is to create a seamless experience that encourages users to order
regularly.

Actions (User Journey):

Step 1: Browse – Users open the Swiggy app and browse restaurants. The menu, options, and
delivery times should reflect the preferences of Tier 2 city residents, which might differ from those in
larger metros.
Step 2: Order Placement – The user selects a restaurant and places an order. Offering features like
'favorite restaurant' selection, personalized recommendations, or discounts can improve the order
experience.
Step 3: Delivery & Review – Once the food is delivered, users are encouraged to leave a review. Any
delays or dissatisfaction with the delivery process can have a direct impact on retention rates.

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 Step 4: Post-Order Engagement – After order completion, Swiggy can send personalized offers or
reminders to encourage users to place orders more frequently, especially during weekends or special
occasions.

Metrics:

Repeat Purchase Rate: One of the most important metrics for tracking retention. A higher repeat
purchase rate indicates that users find value in the service and come back regularly.
Churn Rate: This metric shows how many users stop using the app after a certain period (e.g., 30
days). A higher churn rate indicates issues with user satisfaction or delivery quality.
Order Frequency: Tracks how often users place orders over a certain time period. A low order
frequency might indicate users are disengaged, and Swiggy should consider adding more enticing
promotions or new restaurant options.
NPS (Net Promoter Score): Tracks customer satisfaction and loyalty by asking users if they would
recommend the service to others.

Guidance to Improve Metrics:

1. Offer Personalized Promotions: To increase repeat purchase rates, Swiggy can analyze customer
preferences and send personalized offers based on order history, local cuisines, or past purchase
behavior.
2. Focus on Delivery Quality: Ensure timely and high-quality deliveries in Tier 2 cities, as any delays or
issues with food quality will result in higher churn rates.
3. Customer Loyalty Programs: Introduce a loyalty program like "Swiggy Super" to retain frequent users
by offering free deliveries or exclusive discounts. This can particularly incentivize regular usage in Tier
2 cities where pricing sensitivity may be higher.

Evaluate:

If the repeat purchase rate is low, investigate whether users are experiencing poor delivery times, lack of
restaurant options, or pricing issues. Regularly survey users through NPS and track churn rates to identify
at-risk customers. Use retention cohort analysis to target and win back these users with personalized
offers and improved service delivery.

3. How would you assess the performance of Zerodha’s Streak feature

(algorithmic trading)?

Goal:

The goal is to drive user engagement by simplifying algorithmic trading and encouraging users to
automate their strategies. Success depends on how well the feature engages traders, the volume of trades
it generates, and user satisfaction.

Actions (User Journey):

Step 1: Discovery – Users are introduced to the Streak feature through onboarding or educational
materials within Zerodha, either via prompts, emails, or blog articles.

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 Step 2: Create Strategy – Users set up custom trading strategies by choosing stocks, setting buy/sell
conditions, and defining risk parameters. Guidance should be provided at each step to make the
process intuitive.
Step 3: Backtest & Execute – Users can backtest their strategies and evaluate performance before
launching live trades. The backtesting process should be fast, accurate, and easy to interpret.
Step 4: Monitor & Adjust – Users monitor their strategies in real-time and adjust conditions based on
performance data provided within the platform.
Step 5: Continuous Engagement – Zerodha should keep users engaged by providing personalized
strategy recommendations, performance updates, and educational content.

Metrics:

Feature Adoption Rate: The percentage of Zerodha users adopting Streak. Low adoption rates might
indicate a need for more educational content or simplified onboarding for new traders.
Average Trade Volume per User: The volume of trades generated by users using the Streak feature.
A key indicator of the feature’s contribution to overall platform activity.
User Retention (within Streak): How many users continue to use Streak after their initial experience.
A higher retention rate indicates that users find value in automated trading.
Backtest Success Rate: Tracks how often users successfully backtest their strategies. Low success
rates could indicate a misunderstanding of strategy setup or poor performance, leading to churn.
Revenue per User: How much revenue each Streak user generates for Zerodha through trade
commissions and subscription fees, if applicable.

Guidance to Improve Metrics:

1. Simplify the Process: Algorithmic trading can be daunting. Zerodha can improve Streak’s adoption by
providing beginner-friendly tutorials, pre-built strategies, and guided workflows that take the
complexity out of the setup process.
2. Educational Push: Many users may not fully understand the benefits of algorithmic trading. Hosting
webinars, sending educational emails, and offering real-life success stories can help users feel more
confident about using Streak.
3. Offer Free Trials: To drive adoption, offer free trials of the Streak feature or give users a limited
number of trades for free. This lowers the entry barrier and helps users experience the value first-hand
before committing.

Evaluate:

If the feature adoption rate is low, focus on improving user awareness and simplifying onboarding. Low
retention may suggest users are struggling with the feature’s complexity or not seeing expected results
from their strategies. If trade volume is lower than expected, offer personalized recommendations based
on user preferences and backtesting history to boost engagement.

4. How would you measure the success of Hotstar’s Watch Party feature during
the IPL season?

Goal:

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The goal is to enhance user engagement by allowing friends and family to virtually watch IPL matches
together. This feature should boost user retention, session duration, and overall platform activity during
the IPL season.

Actions (User Journey):

Step 1: Feature Awareness – Users are informed about the Watch Party feature through in-app
prompts, email campaigns, and social media. They are encouraged to start or join Watch Parties with
friends

during live IPL matches.

Step 2: Creating a Watch Party – Users can create a Watch Party from the Hotstar app, inviting
friends by sharing a link or using the contact list. The process should be quick and intuitive.
Step 3: Engagement During Matches – Users participate in real-time chats, polls, and reactions
while watching the IPL match together. Interactive features like live commentary polls and emojis
enhance engagement.
Step 4: Post-Match – Users rate their Watch Party experience and share it with others. Prompts are
provided to invite new friends for the next match.

Metrics:

Number of Watch Parties Created: Tracks how many Watch Parties are created during IPL matches.
A low number could indicate that users are unaware of the feature or find it difficult to set up.
Average Session Duration in Watch Parties: Measures how long users stay engaged in a Watch
Party compared to regular viewing sessions. Shorter durations may suggest that the feature isn’t
engaging enough to retain viewers for the full match.
Invite-to-Join Conversion Rate: Tracks how many people invited to a Watch Party actually join. Low
conversion rates might indicate that invitees find the process complicated or lack interest.
DAUs (Daily Active Users) Impact: Measures the impact of Watch Parties on DAUs during IPL,
comparing the number of active users on match days to non-match days.

Guidance to Improve Metrics:

1. Make Setup Seamless: Ensure that creating and joining a Watch Party takes minimal effort. Hotstar
can integrate the feature more seamlessly into the app's home screen or main match page to reduce
friction.
2. Incentivize Social Sharing: Encourage users to invite friends to Watch Parties by offering exclusive
content or rewards (e.g., virtual badges, special reactions). This can boost the invite-to-join
conversion rate.
3. Enhance Interactive Features: Keep users engaged with live match stats, commentary reactions, and
interactive quizzes. These features should make users feel part of a live, communal experience even
while watching remotely.
4. Leverage Social Media: Promote the Watch Party feature on platforms like Instagram and Twitter,
showing how users can watch matches with friends in real-time. This helps create buzz and spreads
awareness.

Evaluate:

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If the number of Watch Parties is low, Hotstar should focus on improving feature visibility and offering
more intuitive setup options. Short session durations could suggest that the interactive features need
refinement, or that users are distracted by external platforms. Tracking DAUs on match days will reveal
whether the Watch Party feature helps retain users longer and encourages broader engagement during
IPL season.

I'll stop here, but this approach will be consistent across all questions, with detailed analysis in each part
of the GAME framework. Let me know if you'd like me to continue in this format for the remaining
questions!

5. How would you measure the success of Urban Company’s home cleaning
service in Mumbai?

Goal:

The primary goal is to ensure that Urban Company’s home cleaning service meets customer expectations
and increases repeat bookings. Success in this case would mean delivering timely, high-quality services
that encourage customers to book future services.

Actions (User Journey):

Step 1: Booking the Service – Users book a home cleaning service via the Urban Company app or
website. This step must be frictionless, allowing users to select the service, date, and time, with easy
payment options.
Step 2: Service Delivery – The cleaning professional arrives on time, equipped with the necessary
tools, and completes the cleaning job. Urban Company should monitor punctuality and quality here.
Step 3: Post-Service Feedback – After the service is complete, users are prompted to leave
feedback, rating their satisfaction with the cleaning quality, professionalism, and overall experience.
Step 4: Retargeting & Engagement – Urban Company can send follow-up reminders or discounts to
customers, encouraging them to book again, especially before festivals or holidays when cleaning
services are in high demand.

Metrics:

On-time Arrival Rate: A key metric, this tracks how often cleaning professionals arrive at the
scheduled time. A low on-time rate might frustrate customers and lead to drop-offs.
Customer Satisfaction Score (CSAT): Collected through post-service feedback, this score tracks
how satisfied customers are with the service. Low CSAT scores could indicate issues with cleaning
quality, professional behavior, or punctuality.
Repeat Booking Rate: Measures how many customers rebook the cleaning service within a defined
time frame. A low repeat booking rate might suggest that the service isn’t memorable or reliable
enough.
Referral Rate: This measures how many users recommend Urban Company to friends and family after
using the cleaning service. A low referral rate could indicate that users don’t feel strongly enough
about the service to endorse it.

Guidance to Improve Metrics:

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1. Focus on Quality Assurance: Consistent training for service professionals and stringent quality
checks can ensure higher customer satisfaction and more repeat bookings. Urban Company can
conduct surprise audits or use customer feedback to improve service.
2. Enhance User Experience: Make the booking process as smooth as possible with clear service
descriptions, transparent pricing, and an easy checkout process. Offering loyalty points for repeat
bookings can incentivize more usage.
3. Provide Real-time Tracking: Offering customers real-time updates on the professional’s location and
estimated arrival can reduce anxiety and improve satisfaction with timeliness.
4. Personalized Follow-Ups: Sending follow-up emails or app notifications with personalized offers,
such as discounts for booking within a certain timeframe, can help convert satisfied customers into
loyal, repeat users.

Evaluate:

If the on-time arrival rate is below 90%, look at the scheduling algorithm and route optimization for service
professionals. Low CSAT scores might indicate gaps in service training or mismatched customer
expectations. Monitoring repeat bookings and referral rates can provide insight into customer loyalty and
how well Urban Company is positioned in the competitive market of home services.

6. How would you track customer retention for Nykaa’s beauty products?

Goal:

The goal for Nykaa is to retain customers by increasing repeat purchases of beauty products. The
retention strategy should focus on maintaining customer satisfaction, providing personalized
recommendations, and making it easy to reorder favorite items.

Actions (User Journey):

Step 1: Product Discovery – Users browse the Nykaa app or website to find beauty products.
Personalized recommendations, best-seller highlights, and seasonal trends should guide users to
relevant products.
Step 2: First Purchase – The user adds products to their cart, completes the checkout process, and
waits for delivery. Ensuring an easy checkout and reliable delivery process is key here.
Step 3: Post-Purchase Engagement – After receiving the products, Nykaa sends personalized
emails, app notifications, and product recommendations based on the user’s purchase history. Nykaa
should also encourage customers to leave reviews or share their experience.
Step 4: Re-Engagement – Nykaa continues to engage users through personalized offers, reminders
to repurchase frequently used products, and promotions related to new arrivals or seasonal events.

Metrics:

Repeat Purchase Rate: This tracks how many customers return to purchase more beauty products
over time. A high repeat rate indicates strong customer retention and satisfaction.
Customer Lifetime Value (CLV): This metric estimates the total revenue a customer will generate
during their relationship with Nykaa. A high CLV suggests effective engagement strategies and strong
brand loyalty.

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 Order Frequency: Measures how often a user places an order within a given time frame (e.g., monthly
or quarterly). Low order frequency might indicate that customers are not being re-engaged effectively
after their first purchase.
Customer Satisfaction (CSAT): Post-purchase surveys or reviews allow customers to rate their
shopping and product experience. Low satisfaction scores can indicate issues with product quality or
delivery reliability.

Guidance to Improve Metrics:

1. Personalize Recommendations: Use customer purchase history, preferences, and browsing behavior
to recommend products. Machine learning algorithms can analyze user data and provide tailored
suggestions that increase the likelihood of repeat purchases.
2. Create a Loyalty Program: Implementing a reward program that gives users points for each purchase,
which they can redeem for discounts, can incentivize repeat buying and boost the CLV.
3. Offer Easy Reordering: For beauty products, especially skincare, users tend to reorder regularly.
Offer a ‘Reorder’ button on the app and send reminders when they’re likely to run out of products.
4. Focus on Post-Purchase Experience: Sending thank-you emails, personalized product care tips, or
exclusive early access to sales can make customers feel valued and increase retention rates.

Evaluate:

If repeat purchase rates are low, Nykaa may need to reexamine how well they are engaging users post-
purchase. Frequent but irrelevant product recommendations could cause disengagement, so refining
personalization algorithms is critical. By improving CSAT and CLV, Nykaa can boost overall customer
retention and increase profitability from its loyal user base.

7. How would you measure engagement for Tata CLiQ’s luxury section?

Goal:

The goal is to drive user engagement in Tata CLiQ’s luxury section by encouraging high-value purchases
and creating an exclusive shopping experience for users seeking premium products.

Actions (User Journey):

Step 1: Luxury Product Discovery – Users are exposed to premium and luxury products through
curated collections, influencer recommendations, or email campaigns. The emphasis here should be
on presenting the exclusivity and high quality of the products.
Step 2: Product Browsing – Users spend time browsing different product categories (e.g., luxury
apparel, watches, or bags). Features like high-quality imagery, detailed product descriptions, and 360-
degree views should enhance this experience.
Step 3: Purchase & Checkout – Users proceed to checkout with the selected luxury item. Ensuring a
frictionless payment process (especially for high-value items) is crucial, as is offering services like free
premium delivery or extended warranties.
Step 4: Post-Purchase Engagement – Tata CLiQ sends personalized follow-up emails, showcasing
similar or complementary luxury products. They may also offer invitations to exclusive events or early
access to sales for luxury customers.

Metrics:

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 Conversion Rate for Luxury Products: Tracks how many users visiting the luxury section end up
making a purchase. A low conversion rate might indicate that the product positioning or pricing isn’t
resonating with the target audience.
Average Order Value (AOV): Measures the average spend per transaction in the luxury section.
Increasing AOV might involve upselling complementary items or offering limited-time deals on
premium products.
Customer Retention Rate for Luxury Buyers: Measures how often users who purchase from the
luxury section return to buy again. A low retention rate could indicate that the post-purchase
experience isn’t memorable enough to encourage loyalty.
Engagement Time in Luxury Section: Tracks how much time users spend browsing luxury products.
A short engagement time could indicate that the site’s design, product presentation, or user
experience needs improvement.

Guidance to Improve Metrics:

1. Enhance the Luxury Experience: Tata CLiQ should focus on creating an immersive shopping
experience with high-quality visuals, detailed descriptions, and personalized shopping assistants for
luxury shoppers. This could include features like virtual try-ons or consultations with stylists.
2. Exclusive Offers and Events: High-net-worth customers appreciate exclusivity. Offer them early
access to new collections, private sales, or invitations to special events that are only available to luxury
shoppers.
3. Optimized Checkout for High-Value Purchases: Ensure a smooth and secure checkout process for
luxury purchases, including flexible payment options like EMIs or one-click purchases for frequent
buyers.
4. Loyalty Programs for Luxury Buyers: Create a tiered loyalty program where luxury buyers receive
additional perks (e.g., priority shipping, concierge service) for repeat purchases, which can increase
customer retention.

Evaluate:

If the conversion rate for luxury products is low, consider revising the presentation of the products or
offering better incentives (e.g., limited-time discounts or free returns). If engagement time in the luxury
section is low, improve product visibility, loading speed, and navigation to make it easier for customers to
browse through premium offerings. Focus on AOV to ensure that luxury shoppers are encouraged to add
more items to their carts.

8. **How would you measure

the effectiveness of Google Pay’s rewards and cashback system?**

Goal:

The primary goal is to understand how well Google Pay’s rewards and cashback system drives user
engagement and encourages repeat transactions.

Actions (User Journey):

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 Step 1: Transaction Initiation – A user initiates a payment on Google Pay, selecting UPI or wallet as
the payment method. Offering clear visibility of available cashback offers during this step can help
nudge users towards completing the transaction.
Step 2: Reward Earning – Once the transaction is complete, users earn a reward (cashback, scratch
card, etc.), which can be immediately visible or delayed. The reward needs to feel tangible and
immediate for maximum engagement.
Step 3: Engagement with Rewards – Users engage with their reward, such as opening a scratch card
or redeeming cashback, which leads to gamified elements encouraging them to continue transacting
for more rewards.
Step 4: Post-Reward Engagement – Google Pay sends notifications about more available rewards or
upcoming special offers based on the user’s past behavior. This keeps users active on the platform,
ensuring they return to transact again.

Metrics:

Transaction Frequency Post-Reward: Measures how frequently users complete transactions after
receiving rewards. A high transaction frequency indicates that users are motivated by the rewards to
continue using the app.
Reward Redemption Rate: This tracks the percentage of users who redeem their rewards, such as
cashback or scratch cards. A low redemption rate might suggest that rewards are not perceived as
valuable or that users find the redemption process cumbersome.
Customer Retention Rate Post-Reward: Tracks how many users return to Google Pay for additional
transactions after redeeming rewards. This is crucial in determining if the reward system truly builds
long-term engagement or is only a short-term incentive.
Churn Rate Post-Reward: Measures how many users stop using the app after redeeming rewards.
High churn rates may indicate that while the rewards are good, the app’s overall value proposition isn't
strong enough to retain users.

Guidance to Improve Metrics:

1. Incentivize Frequent Transactions: Consider offering tiered rewards, where the more a user
transacts, the bigger and better the reward they can earn. This can increase transaction frequency by
encouraging users to engage more.
2. Simplify Reward Redemption: Ensure that reward redemption is straightforward and hassle-free. If
users perceive the rewards as too complicated or delayed, they may lose interest in engaging with the
system.
3. Use Gamification: Make rewards fun and engaging through gamification elements like daily scratch
cards, spin-to-win, or time-limited offers, where users feel the excitement of winning. This can lead to
increased engagement and transaction frequency.
4. Personalize Rewards: Use data on user behavior to personalize rewards. For instance, if a user
frequently makes mobile recharges, offering them rewards specific to that category may increase their
engagement. Personalized rewards feel more relevant and valuable to the user.

Evaluate:

If reward redemption rates are low, Google Pay might need to streamline the process or increase the
perceived value of rewards. A high churn rate post-reward redemption indicates that users are not finding
enough ongoing value in the platform beyond the rewards. Regularly evaluate transaction frequency and
retention to gauge how well the rewards system is sustaining long-term user engagement.

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9. How would you track user engagement with Ola’s Auto service in Bengaluru?

Goal:

The goal is to measure how well Ola’s auto-rickshaw booking feature drives engagement, increases the
frequency of bookings, and improves user satisfaction in Bengaluru, where traffic and cost are significant
factors.

Actions (User Journey):

Step 1: Booking a Ride – A user opens the Ola app, selects the auto-rickshaw option, and confirms
their pick-up location. Ola should make it easy for users to find auto-rickshaws near them by showing
availability and estimated fares clearly.
Step 2: Ride Experience – Once the ride is confirmed, users receive real-time updates on the arrival
time, driver details, and estimated fare. Ola must ensure that users feel safe and informed throughout
the ride.
Step 3: Post-Ride Feedback – After the ride, the user is prompted to rate the driver, the cleanliness
of the auto, and the overall ride experience. High-quality feedback is key to improving the service.
Step 4: Incentives for Future Rides – Ola sends notifications offering discounts on future auto-
rickshaw rides, especially during peak hours or high-demand days, encouraging users to book autos
more frequently.

Metrics:

Ride Frequency: Tracks how often users in Bengaluru book auto-rickshaws over a defined period
(daily, weekly, monthly). Low ride frequency could indicate that users are opting for other
transportation modes or facing booking difficulties.
Cancellation Rate: Measures how often users or drivers cancel rides. High cancellation rates could
indicate issues with driver availability, long wait times, or unclear fare estimates.
User Satisfaction (Post-Ride Ratings): Ola collects ratings and feedback from users after each ride,
tracking overall satisfaction with the auto-rickshaw service. Low ratings may indicate problems with
driver behavior, vehicle condition, or trip pricing.
Repeat Booking Rate: Measures how many users rebook auto-rickshaws after their first ride. A low
repeat booking rate could indicate issues with the service that need immediate attention.

Guidance to Improve Metrics:

1. Optimize Auto Availability: Ensure that the auto-rickshaw availability on the app accurately reflects
real-time availability. Long wait times or inconsistent availability will lead to higher cancellation rates
and lower engagement.
2. Focus on Driver Training: Ola should provide drivers with soft skills and customer service training to
improve the user experience. Many users base their repeat bookings on the quality of the driver’s
interaction.
3. Price Transparency & Flexibility: Ensure that users are always shown accurate fare estimates. If fares
spike during peak hours, offer users fare caps or incentives to make the pricing more transparent and
palatable.

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4. Engage Users with Discounts: Offering discounts or cashback rewards for frequent rides can
incentivize users to choose Ola’s auto-rickshaws over competitors or other modes of transport.

Evaluate:

If ride frequency is low, it might be because users don’t find auto-rickshaws available when they need
them or because other options like two-wheelers or cabs are more convenient. If cancellation rates are
high, evaluate the matching system between users and drivers to ensure quicker and more accurate
bookings. Regular monitoring of ride ratings will help assess service quality and identify specific areas for
improvement.

10. How would you measure retention for Myntra’s ‘Add to Cart’ feature?

Goal:

The goal is to understand how effective Myntra’s ‘Add to Cart’ feature is in converting product interest into
purchases and encouraging users to return for future transactions.

Actions (User Journey):

Step 1: Adding to Cart – Users browse Myntra’s product listings and add items to their cart. This
process should be easy, and users should have a clear sense of how long items will stay in their cart
and what discounts or promotions apply.
Step 2: Cart Abandonment – After adding products, users may leave the platform without checking
out. Myntra should send reminders or personalized offers via email or app notifications to nudge users
towards completing the purchase.
Step 3: Completing the Purchase – The user completes the purchase, and Myntra offers easy
checkout options such as saved cards, wallets, or one-click payments to simplify this process.
Step 4: Post-Purchase Engagement – After a successful transaction, users are encouraged to
review the product and given personalized recommendations based on their purchase behavior,
keeping them engaged for future shopping.

Metrics:

Cart Abandonment Rate: Tracks how many users add products to their cart but leave without
purchasing. High abandonment rates may indicate issues like unclear pricing, hidden costs (e.g.,
shipping fees), or a lack of trust in the platform.
Conversion Rate from Cart: Measures how many users who add items to their cart proceed to
complete the purchase. A low conversion rate suggests friction points in the checkout process, such
as complicated payment options or shipping delays.
Cart Recovery Rate: This metric tracks how many users return to complete a purchase after receiving
cart abandonment reminders. Low recovery rates indicate that the reminders or offers sent are not
compelling enough to bring users back.
Average Time from Add to Cart to Purchase: Tracks the time users take between adding products to
the cart and completing the purchase. Longer times could indicate indecision or the need for more
persuasive tactics (e.g., countdown timers on discounts).

Guidance to Improve Metrics:

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1. Streamline the Checkout Process: A simple and fast checkout process can significantly reduce
abandonment. Providing options like one-click payments, auto-filling addresses, or saved cards can
make it easier for users to complete their purchase.
2. Use Timely Cart Abandonment Emails: Sending a reminder within 24 hours of abandonment,
offering a discount or free shipping, can help recover lost sales. A/B test different messages and
incentives to see what drives the highest recovery rates.
3. Offer Real-Time Stock Updates: Let users know when items in their cart are low in stock or likely to
sell out. This can create a sense of urgency and encourage them to check out sooner.
4. Personalize Recommendations in Cart: Show related products or items frequently bought together
to increase cart value and enhance the shopping experience. Personalized suggestions can also make
users feel understood and improve the likelihood of checkout.

Evaluate:

If cart abandonment rates are high, look at common user friction points, such as confusing checkout flows
or unexpected costs during

the purchase process. Test different cart recovery strategies, such as personalized emails, limited-time
discounts, or real-time stock notifications. Tracking conversion rates and cart recovery rates can help
ensure that Myntra maximizes its revenue potential from users who show intent by adding items to their
cart.

11. How would you measure user engagement for Zomato’s ‘Order for Later’
feature?

Goal:

The goal of Zomato’s ‘Order for Later’ feature is to allow users to schedule food orders in advance,
providing convenience while also increasing user retention and frequency of orders. The success of this
feature hinges on how often it is used and whether it drives repeat usage.

Actions (User Journey):

Step 1: Scheduling an Order – Users browse the Zomato app, select a restaurant, and schedule their
order for a future time. The scheduling process should be clear and frictionless, with visibility into
restaurant availability and delivery times.
Step 2: Order Confirmation – After scheduling, the user receives an order confirmation with
reminders closer to the scheduled time, ensuring that they stay engaged.
Step 3: Delivery & Feedback – The order is delivered at the scheduled time, and users provide
feedback on whether the delivery was on time, the quality of the food, and the overall experience.
Step 4: Re-Engagement – Post-order, Zomato sends reminders or personalized offers to encourage
users to schedule future orders, especially for recurring events (e.g., weekly meal plans or special
occasions).

Metrics:

Adoption Rate of ‘Order for Later’: Tracks the percentage of users who use the scheduling feature
compared to the total user base. A low adoption rate may indicate that users are unaware of the
feature or find it difficult to use.

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 On-Time Delivery Rate: Measures how often scheduled orders are delivered at the requested time.
High on-time delivery rates are essential to user satisfaction with the feature.
Repeat Usage of ‘Order for Later’: Tracks how many users who schedule an order come back to use
the feature again. A low repeat usage rate could suggest that users are not seeing enough value or
experiencing issues with the service.
Customer Satisfaction (CSAT) for Scheduled Orders: Post-delivery, users rate their experience,
focusing on the accuracy of the delivery time and food quality. Low CSAT scores might indicate
problems with restaurant readiness or delivery logistics.

Guidance to Improve Metrics:

1. Increase Feature Awareness: Ensure that users are aware of the ‘Order for Later’ feature by
promoting it more prominently in the app, especially during peak hours when delivery might be
delayed.
2. Simplify Scheduling: Streamline the scheduling process by offering pre-set delivery slots or
suggesting optimal times based on user behavior. For example, if a user frequently orders dinner at 8
PM, pre-populate that time when they start scheduling.
3. Improve Delivery Predictability: Use machine learning to optimize delivery routes and manage
restaurant preparation times to ensure orders are delivered precisely when expected. This will improve
user confidence in the feature.
4. Incentivize Repeat Usage: Offer discounts or loyalty points for users who use the feature multiple
times, encouraging habitual use (e.g., "Order for Later three times and get free delivery on the fourth
order").

Evaluate:

If the adoption rate is low, Zomato should focus on better promoting the feature and simplifying the
scheduling flow. Low on-time delivery rates indicate a need for optimizing logistics and restaurant
preparation times. Regularly track repeat usage and satisfaction scores to ensure that the feature is
engaging enough to drive long-term retention.

12. How would you measure the success of Ola’s ride pass feature?

Goal:

The ride pass feature offers users discounted fares and benefits for a set number of rides. The goal is to
increase user retention, ride frequency, and loyalty by offering value-added services that make frequent
commuting more economical and convenient.

Actions (User Journey):

Step 1: Purchase of Ride Pass – Users purchase the ride pass, which offers discounted rates on a
specific number of rides or over a defined period.
Step 2: Ride Booking – Users book rides as usual, and the discounts or benefits from the ride pass
are automatically applied. The app should show clear visibility of the pass benefits during the booking
process.
Step 3: Post-Ride Experience – After completing a ride, users are shown how much they saved using
the ride pass, reinforcing the value of the pass.

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 Step 4: Ride Pass Renewal – Ola sends reminders when the ride pass is about to expire, encouraging
users to renew. Personalized offers based on past usage can drive re-engagement and retention.

Metrics:

Ride Pass Adoption Rate: The percentage of users purchasing the ride pass compared to the total
user base. A low adoption rate might indicate a lack of awareness or perceived value in the pass.
Increase in Ride Frequency: Tracks how often users with a ride pass book rides compared to those
without. An increase in frequency would indicate that the pass is driving higher usage.
Renewal Rate for Ride Pass: Measures how many users renew their ride pass after the initial period
expires. A low renewal rate suggests that users may not be seeing enough value to continue using it.
Average Savings per User: Tracks how much users save on average with the ride pass. This is an
important metric to gauge user perception of the value the pass provides.

Guidance to Improve Metrics:

1. Highlight Value Proposition: Make it easy for users to understand how much they’re saving by using
the ride pass. Display savings after each ride and send summary reports on how much they’ve saved
over time.
2. Target Frequent Riders: Focus marketing efforts on users who commute regularly. Personalize ride
pass offers based on their typical routes, commute times, and ride frequency to increase adoption and
engagement.
3. Provide Renewal Incentives: Offer discounts or additional benefits for users who renew their ride
pass before expiration, such as one free ride or priority booking during high-demand hours.
4. Track Usage Patterns: Identify users who haven’t used their ride pass in a while and send them
personalized reminders with incentives to use the remaining rides. This can reduce churn and increase
usage frequency.

Evaluate:

If the adoption rate is low, Ola may need to increase awareness of the ride pass benefits through in-app
notifications, email campaigns, or targeted ads. If the renewal rate is low, it suggests that users may not
see enough ongoing value, which can be addressed by offering more personalized renewal offers or
expanding the benefits of the ride pass.

13. How would you track user retention for Swiggy’s ‘Pop’ meals?

Goal:

Swiggy’s ‘Pop’ meals offer affordable, single-serving meals aimed at users who want quick and convenient
food options. The goal is to measure how well this feature retains customers and drives frequent ordering
behavior.

Actions (User Journey):

Step 1: Discovering ‘Pop’ Meals – Users browse Swiggy and discover the ‘Pop’ meal section, which
offers pre-set, single-serve meals. The menu should be clearly displayed, highlighting the affordability
and convenience of the option.

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 Step 2: Ordering a ‘Pop’ Meal – Users select a meal and place an order, with delivery times
prominently displayed. This step should be quick and seamless to encourage users to try ‘Pop’ meals
when they are in a hurry.
Step 3: Delivery & Feedback – The meal is delivered, and the user rates the experience, providing
feedback on delivery time, food quality, and portion size.
Step 4: Repeat Orders – Swiggy sends personalized notifications or offers to users, encouraging
them to order ‘Pop’ meals again. The goal is to create a habit, especially during lunch or dinner times
when users are looking for quick meals.

Metrics:

Repeat Order Rate for ‘Pop’ Meals: Measures how many users order ‘Pop’ meals more than once. A
low repeat order rate may indicate that users are not satisfied with the food quality, portion size, or
delivery speed.
Order Frequency: Tracks how often users place orders for ‘Pop’ meals within a set period (e.g.,
weekly or monthly). Higher order frequency indicates stronger engagement and habitual use.
Customer Satisfaction (CSAT) for ‘Pop’ Meals: This metric is collected post-delivery and gauges
user satisfaction with the meal quality, delivery time, and overall experience. Low CSAT scores might
suggest issues with restaurant partners or delivery logistics.
Churn Rate for ‘Pop’ Meal Users: Measures how many users stop ordering ‘Pop’ meals after their
first or second experience. High churn rates indicate that users may not find the product consistently
satisfying.

Guidance to Improve Metrics:

1. Optimize Delivery Time: Quick meals like ‘Pop’ need fast delivery to stay appealing. Ensure that
delivery times are consistently met or exceeded to improve repeat orders. Offering delivery time
guarantees could boost user confidence.
2. Enhance Menu Variety: Regularly rotate the ‘Pop’ menu options and offer personalized meal
recommendations based on past orders to keep users interested. For instance, showing vegetarian
options to vegetarians can increase engagement.
3. Loyalty Incentives: Offer incentives such as discounts or free delivery for users who order a set
number of ‘Pop’ meals in a week or month. This will encourage habitual usage.
4. Focus on Quality: Ensure that restaurant partners delivering ‘Pop’ meals maintain consistent quality. If
users experience inconsistencies in portion sizes or food quality, they may churn quickly.

Evaluate:

If repeat order rates are low, Swiggy may need to assess food quality, delivery times, and pricing
competitiveness. Analyzing feedback trends will help identify specific issues causing dissatisfaction. By
improving CSAT and reducing churn, Swiggy can make ‘Pop’ meals

a staple feature, driving long-term retention.

14. How would you measure the performance of Flipkart’s grocery subscription
service?

Goal:

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The goal is to track how effectively Flipkart’s grocery subscription service retains users and increases the
frequency of orders, thereby providing a steady revenue stream and reducing churn.

Actions (User Journey):

Step 1: Subscription Sign-up – Users browse the grocery section and are prompted to subscribe to
regular deliveries of essential items. The subscription flow should be easy to navigate, with clear
options for product frequency (e.g., weekly, bi-weekly).
Step 2: Regular Deliveries – Once subscribed, users receive their deliveries according to their
chosen schedule. Flipkart should ensure that the delivery experience is smooth, with timely deliveries
and consistent product quality.
Step 3: Post-Delivery Feedback – After receiving their order, users are prompted to provide
feedback on the quality of products and the timeliness of the delivery. High-quality deliveries reinforce
the subscription’s value.
Step 4: Renewal & Upsell – As the subscription period comes to an end, Flipkart sends reminders for
renewal. Flipkart can also upsell additional products or categories (e.g., adding fresh produce or
household essentials) to increase order value.

Metrics:

Subscription Renewal Rate: Measures how many users renew their grocery subscription after the
initial period. A low renewal rate might suggest that users are not satisfied with the product selection,
delivery experience, or pricing.
Churn Rate for Subscribed Users: Tracks how many users cancel their subscription before the end of
the period. A high churn rate could indicate dissatisfaction with product quality or consistency.
Order Frequency for Subscribed Users: Measures how often subscribed users place additional
orders outside of their regular deliveries. This shows whether the subscription model encourages
increased engagement with Flipkart’s grocery section.
Customer Lifetime Value (CLV) for Subscribers: Tracks the total revenue generated by subscribers
over time, compared to one-time grocery shoppers. A high CLV suggests that the subscription model
is working well in retaining users and increasing spend.

Guidance to Improve Metrics:

1. Improve Product Selection: Ensure that users have access to a wide range of grocery products in the
subscription service. Offering personalized recommendations based on past purchases can also
increase renewal rates and overall satisfaction.
2. Offer Flexible Delivery Options: Allow users to easily modify their delivery schedule or the products
in their subscription. Flexibility will reduce churn by ensuring the service adapts to users’ changing
needs.
3. Reward Loyalty: Provide rewards or discounts for long-term subscribers, encouraging them to renew.
For example, offer free delivery or a 5% discount after every three successful subscription renewals.
4. Enhance Post-Purchase Communication: Regularly update subscribers on new products, exclusive
deals, or improvements to the subscription service. Engaging communication keeps subscribers
feeling valued and informed.

Evaluate:

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If subscription renewal rates are low, Flipkart should examine potential pain points such as product quality,
delivery issues, or pricing discrepancies. A high churn rate indicates a need for improved flexibility or
incentives to stay subscribed. Tracking CLV will help measure the long-term financial impact of the
subscription service.

15. How would you measure engagement with Urban Company’s beauty services
in Delhi?

Goal:

The goal is to assess how well Urban Company’s beauty services are driving user engagement in Delhi,
particularly by increasing repeat bookings and customer satisfaction. Beauty services include haircuts,
facials, manicures, and other grooming services delivered at home.

Actions (User Journey):

Step 1: Booking a Beauty Service – Users browse Urban Company’s app, select a beauty service,
and schedule an appointment. The booking flow must be simple, with clear visibility into service
options, pricing, and professional availability.
Step 2: Service Delivery – The beauty professional arrives at the scheduled time and performs the
service. The professional’s punctuality, skill, and demeanor heavily influence customer satisfaction.
Step 3: Post-Service Feedback – After the service, users are prompted to rate their experience and
leave feedback on the professional’s skills, punctuality, and hygiene.
Step 4: Retargeting & Engagement – Urban Company sends personalized notifications or reminders
for future beauty services, especially for recurring needs like haircuts or facials.

Metrics:

Repeat Booking Rate for Beauty Services: Measures how often users in Delhi rebook beauty
services after their first experience. A low repeat booking rate might indicate issues with service
quality or customer satisfaction.
Customer Satisfaction (CSAT) for Beauty Services: Collected post-service, this metric gauges how
happy users are with the professional’s skills, service quality, and punctuality. Low CSAT scores may
suggest training gaps or service inconsistency.
Service Availability: Tracks how often users are able to book beauty services at their preferred time.
Low availability could lead to booking drop-offs, especially during high-demand periods.
Churn Rate for Beauty Service Users: Measures how many users stop using Urban Company’s
beauty services after their first or second experience. A high churn rate might indicate service quality
issues or a lack of re-engagement.

Guidance to Improve Metrics:

1. Focus on Professional Training: Regular training sessions for beauty professionals can improve
service quality and ensure consistent user experiences. This will directly impact customer satisfaction
and repeat bookings.
2. Offer Discounts for Recurring Services: For services that need regular maintenance (e.g., haircuts,
manicures), offering discounts for users who book multiple sessions in advance can boost repeat
bookings.

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3. Provide Personalized Recommendations: Use customer data to recommend complementary beauty
services based on past bookings (e.g., suggesting a manicure after a facial). Personalized offers can
drive higher engagement.
4. Optimize Service Availability: Improve the scheduling system to ensure professionals are available
during high-demand times. This will reduce booking cancellations and increase service usage.

Evaluate:

If repeat booking rates are low, Urban Company should review customer feedback and professional
performance data to identify common issues. A high churn rate could indicate that users are not being re-
engaged effectively, requiring better follow-up strategies like personalized offers or loyalty incentives.

16. How would you measure engagement for Amazon’s ‘Subscribe & Save’
feature?

Goal:

Amazon’s ‘Subscribe & Save’ feature is designed to retain customers by offering discounts on repeat
purchases of essential items, driving recurring revenue through subscriptions.

Actions (User Journey):

Step 1: Subscription Setup – Users select products (e.g., household essentials, groceries) and
choose how frequently they want these items delivered (monthly, bi-monthly). The setup process must
be simple, with clear savings displayed.
Step 2: Delivery & Post-Order Feedback – Once the subscription starts, items are delivered at
regular intervals. Users can adjust or cancel their subscriptions, and Amazon should collect feedback
to ensure product satisfaction.
Step 3: Subscription Renewal or Modification – Users are prompted to continue, modify, or cancel
their subscription. Amazon sends reminders about upcoming deliveries, encouraging users to keep the
subscription active.
Step 4: Post-Purchase Engagement – Amazon sends personalized suggestions based on past
purchases, offering new products to subscribe to. Users can easily add or adjust subscriptions.

Metrics:

Subscription Retention Rate: Tracks how many users renew their ‘Subscribe & Save’ subscriptions
after their first period ends. A low retention rate indicates that users may not find the service valuable
enough to continue.
Churn Rate for Subscribers: Measures how many users cancel their subscription before it renews.
High churn could signal dissatisfaction with product quality or delivery timing.
Order Frequency for Subscribers: Measures how frequently subscribers receive orders compared to
non-subscribers. Higher frequency suggests that users are more engaged with the feature.
Average Order Value (AOV) for Subscribers: Tracks the average spend per order for users in the
‘Subscribe & Save’ program. A high AOV suggests that users are buying in bulk or adding multiple
products to their subscription.

Guidance to Improve Metrics:

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1. Promote Savings Clearly: Highlight the savings users can make by subscribing to multiple products
or increasing their order frequency. Clear cost-benefit communication can increase sign-ups and
renewals.
2. Simplify Subscription Modifications: Provide users with easy options to adjust delivery schedules or
product selections. Flexibility is key to reducing churn and keeping users subscribed.
3. Send Renewal Reminders with Incentives: Notify users when their subscription is about to renew,
offering additional discounts or perks for continuing. Personalized messages and targeted offers can
reduce churn.
4. Track and Improve Delivery Experience: Ensure consistent and timely deliveries, especially for
essential items like groceries. A poor delivery experience could lead to higher churn.

Evaluate:

If subscription retention is low, Amazon may need to focus on improving product recommendations,
shipping consistency, or offering better renewal incentives. Tracking churn and order frequency will help
identify points where users drop off or become disengaged with the feature.

17. How would you track engagement for Netflix’s mobile app during weekends?

Goal:

The goal is to assess how Netflix’s mobile app performs in terms of engagement during weekends, when
user activity typically spikes. Engagement here focuses on watching time, session frequency, and content
consumption.

Actions (User Journey):

Step 1: App Usage – Users log into the Netflix app on weekends, browse content, and begin
streaming movies or shows. The browsing experience must be smooth, with personalized
recommendations displayed prominently.
Step 2: Content Consumption – Users start watching a movie or TV show. Netflix should encourage
binge-watching by auto-playing episodes and recommending similar content immediately after.
Step 3: Post-Watch Engagement – Once a user finishes watching, Netflix sends personalized
notifications or emails, encouraging them to continue watching the next episode or another series.
Step 4: Social Sharing – Users are prompted to share what they’re watching with friends via social
media, which helps drive organic engagement.

Metrics:

Average Session Duration (Weekend vs. Weekday): Compares how long users stay on the app
during weekends versus weekdays. A higher duration on weekends would indicate stronger
engagement with content during leisure time.
Watch Time per User (Weekend): Measures the total watch time for each user during the weekend. A
low watch time could signal that users aren’t finding enough engaging content.
Completion Rate for Series/Movies: Tracks how many users complete an episode or movie in one
sitting. A high completion rate suggests that users are highly engaged.

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 Session Frequency (Weekend): Measures how many times a user opens the app during the weekend.
A higher frequency suggests that users are binge-watching or frequently returning to the app to find
more content.

Guidance to Improve Metrics:

1. Optimize Content Discovery: Ensure that users are presented with personalized recommendations
tailored to their preferences, especially during weekends when they have more time to browse.
Highlight trending content or weekend binge-worthy series.
2. Use Push Notifications to Drive Weekend Engagement: Send personalized push notifications on
Fridays, promoting weekend-specific content like new releases, exclusive shows, or live events. This
will increase session frequency.
3. Improve App Performance on Mobile: Ensure that the mobile app offers a smooth streaming
experience even on low bandwidth. Weekend users are more likely to abandon the app if they
experience buffering or technical issues.
4. Leverage Social Sharing: Encourage users to share what they’re watching via social media platforms
with built-in features, which can drive more organic engagement and recommendations from friends.

Evaluate:

If session duration and watch time are low during weekends, Netflix should investigate whether the
content discovery experience needs improvement. Low session frequency might indicate that users are
disengaging due to a lack of compelling content or app performance issues. By optimizing content
recommendations and driving social engagement, Netflix can increase weekend watch time and retention.

18. How would you measure customer satisfaction with Flipkart’s grocery delivery
service in Tier 1 cities?

Goal:

The goal is to track how well Flipkart’s grocery delivery service meets customer expectations in Tier 1
cities. This includes measuring delivery efficiency, product quality, and overall satisfaction to drive
retention and repeat orders.

Actions (User Journey):

Step 1: Ordering Groceries – Users browse the Flipkart app, select grocery items, and place an order.
The app should clearly display delivery time windows and product availability.
Step 2: Delivery – Groceries are delivered within the specified time frame. Flipkart should ensure that
items are fresh and packaged correctly, as any discrepancies can affect customer satisfaction.
Step 3: Post-Delivery Feedback – After the order is delivered, users are prompted to provide
feedback on the quality of the products, delivery time, and overall experience.
Step 4: Retargeting – Flipkart sends personalized reminders or promotions to encourage users to
place repeat grocery orders, especially targeting high-demand times like weekends or festivals.

Metrics:

On-Time Delivery Rate: Tracks how often groceries are delivered within the promised delivery
window. Low on-time rates might indicate logistical challenges that need improvement.

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 Customer Satisfaction (CSAT): Post-delivery surveys gauge user satisfaction with the overall
experience, including delivery speed, product quality, and packaging. Low CSAT scores could suggest
issues with delivery or product handling.
Repeat Purchase Rate: Measures how often users place additional grocery orders after their first
purchase. A low repeat purchase rate might indicate that users are dissatisfied with the service or
pricing.
Order Accuracy Rate: Tracks the percentage of orders delivered without missing items or incorrect
products. A low accuracy rate could lead to customer frustration and higher churn.

Guidance to Improve Metrics:

1. Focus on Delivery Time Guarantees: Offering faster or guaranteed delivery times during peak hours
can improve on-time delivery rates, which directly affects customer satisfaction.
2. Ensure Product Freshness: Implement strict quality checks and ensure that perishable items like
fruits and vegetables are delivered fresh. High-quality products can drive repeat purchases.
3. Offer Compensation for Delays: In cases where orders are delayed or items are out of stock,
providing compensation such as discounts, credits, or priority delivery for the next order can improve
customer satisfaction.
4. Personalize Product Recommendations: Use customer data to personalize grocery
recommendations and offer discounts on frequently purchased items, increasing the likelihood of
repeat orders.

Evaluate:

If the on-time delivery rate is low, Flipkart should work on optimizing its logistics and route planning. Low
customer satisfaction scores may point to issues with product quality or delivery handling, requiring better
vendor management. Tracking repeat purchase rates will indicate whether users are becoming loyal to the
service or dropping off after their first experience.

19. How would you track engagement for BigBasket’s subscription-based milk
delivery service?

Goal:

BigBasket’s subscription-based milk delivery service aims to provide customers with a convenient and
consistent supply of fresh milk. The goal is to retain users by ensuring high service reliability and frequent
engagement with the app.

Actions (User Journey):

Step 1: Subscription Setup – Users subscribe to the milk delivery service by selecting delivery
frequency (e.g., daily or every other day) and preferred time. The subscription setup should be quick,
and users should have flexibility in adjusting their schedule.
Step 2: Delivery – Milk is delivered to the customer’s doorstep according to their chosen schedule.
Timeliness and product freshness are key here to ensure customer satisfaction.
Step 3: Post-Delivery Feedback – After each delivery, users can rate the service and product quality,
providing feedback to BigBasket. This helps BigBasket track delivery efficiency and product
consistency.

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 Step 4: Subscription Management – Users can easily modify or pause their subscription based on
their needs. BigBasket sends reminders or notifications for upcoming deliveries and offers
personalized recommendations for related products.

Metrics:

Subscription Renewal Rate: Measures how many users renew their milk subscription after the initial
period. A low renewal rate could indicate dissatisfaction with delivery reliability or product quality.
On-Time Delivery Rate: Tracks how often milk is delivered at the specified time. A low on-time
delivery rate could result in user churn, especially if deliveries are frequently late.
Churn Rate for Subscribers: Measures how many users cancel their milk subscription before the
period ends. High churn rates might suggest delivery issues or product quality concerns.
Customer Lifetime Value (CLV) for Subscribers: This metric tracks the total revenue generated by
milk subscription customers over time. A high CLV indicates that the subscription model is successful
in retaining users and driving consistent revenue.

Guidance to Improve Metrics:

1. Guarantee Timely Deliveries: Ensure milk deliveries are always on time, especially for early-morning
schedules. Users rely on milk delivery for their daily routine, and delays can lead to dissatisfaction.
2. Focus on Product Freshness: Work closely with suppliers to ensure that milk delivered is always fresh
and of high quality. Consistency in quality can help retain users and reduce churn.
3. Provide Flexible Subscription Options: Allow users to easily adjust their subscription schedule or
skip deliveries if they’re going out of town. Flexibility will reduce churn and keep users subscribed
long-term.
4. Offer Subscription Perks: Provide perks like free delivery for other grocery items or discounts for
long-term milk subscribers. This can incentivize users to renew their subscription and increase
engagement with BigBasket’s broader product offering.

Evaluate:

If subscription renewal rates are low, BigBasket should review customer feedback for patterns related to
delivery timing or product quality issues. High churn rates could be reduced by offering more flexible
subscription management options and sending timely delivery notifications. Tracking CLV will help assess
the long-term profitability of the milk delivery service.

20. How would you measure user retention for Uber’s rental service in India?

Goal:

Uber’s rental service allows users to book cars by the hour for trips that require multiple stops. The goal is
to measure how well this service retains users by offering convenience and value compared to standard
ride-hailing services.

Actions (User Journey):

Step 1: Booking the Rental – Users book an Uber rental by selecting the rental option and specifying
the number of hours and stops. The booking process should be seamless, with clear pricing and route
planning.

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 Step 2: Ride Experience – Users enjoy the rental ride, making multiple stops as needed. The quality
of the ride, driver professionalism, and vehicle comfort are key factors influencing retention.
Step 3: Post-Ride Feedback – After the rental period ends, users provide feedback on their ride
experience, including driver behavior, vehicle cleanliness, and overall satisfaction.
Step 4: Retargeting & Engagement – Uber sends personalized notifications or offers to encourage
users to book the rental service again, particularly for frequent travelers or special occasions.

Metrics:

Repeat Booking Rate for Rentals: Tracks how many users book the rental service more than once. A
low repeat booking rate might indicate that users aren’t finding enough value or that the service
doesn’t meet their expectations.
Customer Satisfaction (CSAT) for Rentals: Post-ride surveys gauge user satisfaction with the rental
service, focusing on driver behavior, ride comfort, and pricing. Low satisfaction scores could point to
issues with vehicle quality or driver professionalism.
Churn Rate for Rental Users: Measures how many users stop using the rental service after their first
experience. A high churn rate might indicate that users prefer standard rides or other alternatives.
Average Rental Duration per User: Tracks how long users typically book rentals for. A higher duration
suggests that users find the service convenient for long trips with multiple stops.

Guidance to Improve Metrics:

1. Focus on Vehicle Quality: Ensure that vehicles used for the rental service are in excellent condition,
both in terms of cleanliness and functionality. Users are more likely to return if they have a comfortable
ride experience.
2. Offer Discounts for Longer Rentals: Provide discounts or rewards for users who book rentals for
extended periods, encouraging longer rides and repeat bookings.
3. Promote Rental for Special Occasions: Market the rental service for specific use cases, such as
weddings, city tours, or business trips, where users need a car for an extended period.
4. Track Driver Performance Closely: Since driver behavior is critical for long-duration rentals, ensure
that drivers are well-trained in customer service and professionalism. Negative driver experiences can
lead to higher churn.

Evaluate:

If repeat booking rates are low, Uber may need to evaluate whether the rental service is priced
competitively or if users are facing issues with vehicle quality. Low satisfaction scores could be improved
by better managing the fleet and providing driver training. Tracking churn and average rental duration will
provide insights into how well the service meets user needs for extended trips.

21. How would you measure the success of Swiggy’s alcohol delivery service in
Tier 1 cities?

Goal:

The goal is to assess how well Swiggy’s alcohol delivery service performs in Tier 1 cities, ensuring high
customer satisfaction, consistent order frequency, and compliance with legal requirements.

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Actions (User Journey):

Step 1: Alcohol Selection – Users browse the app to select alcohol from licensed stores. The
selection process should be seamless, with clear visibility of availability, pricing, and delivery timings.
Step 2: Order Placement – The user places an order, choosing a delivery time slot. Compliance
checks such as age verification should be quick and hassle-free.
Step 3: Delivery & Feedback – Alcohol is delivered within the agreed time window. The delivery agent
ensures age verification upon delivery, and users provide feedback on the experience.
Step 4: Retargeting & Engagement – Swiggy sends personalized promotions and reminders for
weekend alcohol delivery or special occasions (e.g., festivals, game nights).

Metrics:

Order Frequency for Alcohol Deliveries: Tracks how often users order alcohol compared to other
food orders. A low frequency might suggest that users are either unaware of the service or find it
inconvenient.
Age Verification Success Rate: Measures the percentage of successful deliveries that comply with
age verification laws. A low success rate could lead to legal issues and needs immediate attention.
Repeat Purchase Rate for Alcohol Deliveries: Tracks how many users reorder alcohol. A low repeat
purchase rate could indicate issues with product selection, pricing, or delivery experience.
Customer Satisfaction (CSAT) for Alcohol Delivery: Post-delivery surveys assess satisfaction with
delivery speed, product selection, and overall experience. Low satisfaction scores could point to
logistical or compliance issues.

Guidance to Improve Metrics:

1. Streamline Age Verification: Make the age verification process quick and efficient, both in-app and
during delivery. Any friction here can cause users to drop off or be dissatisfied.
2. Enhance Alcohol Selection: Partner with a diverse set of alcohol suppliers and ensure that users have
access to a wide variety of beverages. Highlight exclusive or premium brands for special occasions.
3. Promote Alcohol Delivery More Aggressively: Create targeted marketing campaigns around events
like sports matches, holidays, or weekends, where alcohol delivery is likely to see higher demand.
4. Provide Delivery Guarantees: Guarantee timely delivery and offer compensation if there are delays,
especially during peak hours like Friday and Saturday evenings.

Evaluate:

If the order frequency or repeat purchase rate is low, Swiggy may need to better promote the service and
ensure smooth age verification. Monitoring customer satisfaction will highlight if delivery delays or product
quality are affecting retention. Compliance with age verification laws should be a priority to avoid legal
issues.

22. How would you measure the effectiveness of Flipkart’s Buy Now, Pay Later
(BNPL) feature?

Goal:

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The goal is to track how well Flipkart’s BNPL feature drives higher conversions, order frequency, and
customer satisfaction, while ensuring minimal default risk.

Actions (User Journey):

Step 1: Discovering BNPL – Users are presented with the BNPL option during checkout. The process
should highlight the benefits, such as deferred payments and no-interest periods, to encourage
adoption.
Step 2: Using BNPL – The user completes the checkout using BNPL, deferring payment to a later
date. Flipkart provides a transparent breakdown of the payment schedule and any applicable fees.
Step 3: Payment & Feedback – The user completes the payment as per the BNPL agreement, and
Flipkart collects feedback on the overall experience.
Step 4: Re-Engagement – Flipkart sends reminders about upcoming payments and encourages users
to use BNPL for future high-value purchases.

Metrics:

BNPL Adoption Rate: Measures how many users choose BNPL during checkout compared to other
payment methods. A low adoption rate might indicate a lack of awareness or reluctance to use
deferred payments.
Conversion Rate with BNPL: Tracks how many users complete a purchase after selecting BNPL. A
high conversion rate suggests that BNPL drives users to purchase more expensive items.
Repayment Rate: Measures how many users successfully repay their BNPL amount on time. A low
repayment rate indicates higher default risk, which could impact Flipkart’s profitability.
Repeat Usage Rate of BNPL: Tracks how many users use BNPL again for future purchases. A low
repeat usage rate suggests that users may not find the feature beneficial or that the repayment
process is cumbersome.

Guidance to Improve Metrics:

1. Simplify BNPL Messaging: Ensure that users understand the benefits of BNPL (e.g., no interest,
flexible payment terms) right at the checkout page. Clear communication about the repayment terms
will increase adoption.
2. Offer Exclusive BNPL Deals: Provide exclusive discounts or perks (e.g., extra loyalty points) for users
who choose BNPL for high-value purchases, incentivizing them to opt for this payment method.
3. Improve Repayment Reminders: Send proactive reminders about upcoming payments through SMS,
push notifications, and emails. Offering one-click repayment options will reduce default risk and
improve user experience.
4. Provide Flexible Repayment Plans: Allow users to modify their repayment schedules in case of
financial difficulty, reducing the chances of defaults and improving satisfaction with the service.

Evaluate:

If BNPL adoption is low, Flipkart should work on promoting the feature more effectively during checkout
and providing clearer value propositions. A low repayment rate could indicate potential risk in
creditworthiness or gaps in user education. Conversion rates and repeat usage can help gauge the overall
success of BNPL as a retention and upsell tool.

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23. How would you track engagement for Urban Company’s plumbing services in
Tier 2 cities?

Goal:

The goal is to measure how well Urban Company’s plumbing services are performing in Tier 2 cities,
ensuring high-quality service delivery and repeat bookings.

Actions (User Journey):

Step 1: Service Booking – Users select plumbing services through the Urban Company app or
website, choosing from various plumbing tasks like faucet installation or leak repair. The booking
process must be easy, with clear pricing and availability of professionals.
Step 2: Service Delivery – The plumber arrives on time, performs the task efficiently, and ensures
that the work area is clean after completion. Professionalism and punctuality are key factors
influencing customer retention.
Step 3: Post-Service Feedback – After the service, users provide feedback on the quality of the
plumbing work, the professionalism of the plumber, and the overall experience.
Step 4: Re-Engagement – Urban Company sends reminders for periodic plumbing checkups or offers
discounts for booking additional services, encouraging repeat business.

Metrics:

Repeat Booking Rate for Plumbing Services: Measures how many users rebook plumbing services
after their initial experience. A low repeat booking rate might indicate service quality issues or pricing
concerns.
Customer Satisfaction (CSAT) for Plumbing: Collected post-service, this metric tracks user
satisfaction with the quality of plumbing work, pricing transparency, and overall experience. Low CSAT
scores could suggest training gaps or service inconsistency.
On-Time Arrival Rate: Tracks how often plumbers arrive on time for appointments. Low on-time
arrival rates can lead to customer dissatisfaction and lower repeat bookings.
Churn Rate for Plumbing Services: Measures how many users stop using Urban Company’s
plumbing services after one or two experiences. A high churn rate could signal dissatisfaction with
service quality or pricing.

Guidance to Improve Metrics:

1. Improve Service Professionalism: Regular training for plumbing professionals can enhance service
quality and punctuality, leading to higher customer satisfaction and repeat bookings.
2. Offer Maintenance Packages: Provide users with subscription packages for periodic plumbing
checkups or preventive maintenance. This can increase engagement and reduce churn by offering
convenience.
3. Simplify Pricing and Service Options: Transparent pricing and clear descriptions of service
inclusions can reduce friction during the booking process, leading to higher conversion and repeat
bookings.
4. Incentivize Referrals: Offer users discounts or credits for referring others to use Urban Company’s
plumbing services. This can help increase awareness and drive new bookings in Tier 2 cities.

Evaluate:

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If repeat booking rates are low, Urban Company should focus on improving the consistency and
professionalism of its plumbing services. Low CSAT scores might indicate gaps in training or service
delivery that need addressing. Tracking on-time arrival rates and churn will help identify areas for
operational improvement.

24. How would you measure customer satisfaction for LIC’s online insurance
premium payment feature?

Goal:

The goal is to ensure that LIC’s online premium payment feature simplifies the process for policyholders,
improves customer satisfaction, and increases repeat usage for future premium payments.

Actions (User Journey):

Step 1: Payment Setup – Policyholders are reminded to pay their insurance premiums online. The
interface should allow them to easily enter payment details or use saved payment methods.
Step 2: Payment Completion – Once payment is made, policyholders receive immediate confirmation
and a receipt. The process must be smooth and error-free.
Step 3: Post-Payment Engagement – LIC sends reminders for future premium payments and
encourages users to opt for automated payments for convenience.
Step 4: Feedback Collection – After completing the payment, users are asked to rate their
experience and provide feedback on the ease of use, payment options, and overall satisfaction.

Metrics:

Payment Completion Rate: Measures how many users successfully complete their premium payment
through the online portal. A low completion rate could indicate technical issues or a confusing
interface.
Customer Satisfaction (CSAT) for Premium Payments: Tracks user satisfaction with the payment
process, including ease of use, speed, and the variety of payment options available. Low CSAT scores
might point to gaps in the user interface or limited payment methods.
Repeat Usage Rate for Online Payments: Tracks how many policyholders consistently use the online
payment feature for future premiums. A low repeat rate might suggest that users find the process too
cumbersome or unreliable.
Auto-Payment Enrollment Rate: Measures how many users opt for auto-debit options after
completing a manual premium payment. A low enrollment rate might indicate that users are unaware of
the option or find it difficult to set up.

Guidance to Improve Metrics:

1. Simplify the Payment Process: Ensure that the premium payment process is as simple as possible,
with saved payment options, one-click payments, and easy access to transaction history.
2. Promote Auto-Debit Options: Make auto-debit the default recommendation after a successful
manual payment. Clear messaging about the benefits (e.g., avoiding late fees) can increase enrollment
rates.

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3. Offer Multiple Payment Methods: Provide users with a wide range of payment methods, including
credit/debit cards, UPI, and wallets. More options reduce friction and increase payment completion
rates.
4. Send Timely Payment Reminders: Use push notifications, emails, and SMS to remind users well in
advance of their due date, helping them avoid late payments and improving overall satisfaction.

Evaluate:

If the payment completion rate is low, LIC should review the user interface for potential friction points. Low
repeat usage might indicate that users find the process too complex or prefer offline methods. Increasing
awareness about auto-debit options can drive higher satisfaction and reduce churn due to missed
payments.

25. How would you track user engagement with Paytm’s movie ticket booking
service?

Goal:

The goal is to measure how well Paytm’s movie ticket booking service drives engagement, increases ticket
sales, and ensures user satisfaction.

Actions (User Journey):

Step 1: Movie Selection – Users browse the Paytm app for movies currently playing in their area,
selecting showtimes, seats, and theatre preferences. The process should be easy, with real-time seat
availability and pricing transparency.
Step 2: Ticket Purchase – Users complete the purchase, paying through their preferred payment
method. Discounts, cashback offers, or loyalty points should be highlighted to encourage conversion.
Step 3: Post-Purchase Engagement – Paytm sends a confirmation message and provides users with
a digital ticket. They also encourage users to review their movie experience.
Step 4: Retargeting & Engagement – Paytm sends notifications about upcoming movies, special
promotions, or exclusive discounts, encouraging users to book tickets again.

Metrics:

Conversion Rate for Movie Tickets: Measures how many users who browse for movie tickets
complete a purchase. A low conversion rate might indicate friction in the booking process or
unattractive pricing.
Repeat Booking Rate: Tracks how many users book movie tickets more than once. A low repeat
booking rate might suggest issues with the booking experience, pricing, or limited promotions.
Customer Satisfaction (CSAT) for Movie Booking: Post-purchase surveys measure user satisfaction
with the booking experience, payment process, and overall service. Low satisfaction scores could
indicate gaps in UI/UX or customer support.
Abandoned Cart Rate for Movie Tickets: Tracks how many users abandon their ticket purchase after
selecting seats but before completing the payment. A high abandonment rate could suggest confusion
around pricing, seat availability, or the payment process.

Guidance to Improve Metrics:

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1. Offer Seamless Seat Selection: Ensure that seat selection and availability updates in real time
without delays. Users are more likely to abandon the process if seat selection is slow or inaccurate.
2. Highlight Offers and Discounts: Users tend to be price-sensitive when booking movie tickets.
Highlight any discounts, cashback, or loyalty points during the booking process to encourage
conversions.
3. Send Personalized Recommendations: Use past booking data to recommend movies based on user
preferences, showtimes, or proximity to their location. Personalized promotions can drive higher
engagement.
4. Simplify the Payment Process: Offer one-click payment options, especially for users who have saved
cards or wallets. The fewer steps required, the higher the conversion rate.

Evaluate:

If conversion rates are low, Paytm should investigate if users face friction during seat selection, payment,
or price transparency. A high abandoned cart rate suggests that the final checkout process needs
optimization. Regularly track repeat bookings to ensure that promotions and recommendations are driving
long-term engagement.

26. How would you track engagement for Paytm’s insurance products?

Goal:

To assess how well Paytm’s insurance offerings (e.g., health, vehicle, travel insurance) are engaging
customers and increasing conversions while ensuring policy renewals.

Actions (User Journey):

Step 1: Product Discovery – Users explore insurance options via the Paytm app. The product
selection process should be easy to navigate, with clear information on policy coverage and premiums.
Step 2: Policy Purchase – The user selects an insurance plan and completes the purchase using
various payment options. The process must be smooth, ensuring that the user feels confident in their
purchase decision.
Step 3: Policy Engagement – Users receive regular updates about their policy, upcoming renewal
dates, and claims processes. Paytm encourages users to renew their policies through timely
notifications.
Step 4: Post-Purchase Feedback – Users provide feedback on their policy purchase experience and
overall satisfaction with the coverage and customer service.

Metrics:

Policy Purchase Conversion Rate: Measures how many users browsing insurance products complete
the purchase. A low conversion rate could suggest gaps in the information presented or a
cumbersome checkout process.
Renewal Rate for Insurance Products: Measures how many users renew their policies after the first
term. A low renewal rate might indicate dissatisfaction with the policy or a lack of timely renewal
reminders.
Customer Satisfaction (CSAT): Collects post-purchase feedback on how satisfied users are with the
overall insurance product experience, including ease of purchase and policy clarity.

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 Claims Processing Rate: Measures how efficiently claims are processed and whether users are
satisfied with the claims experience.

Guidance to Improve Metrics:

1. Simplify Policy Explanations: Provide easy-to-understand policy descriptions, coverage highlights,

and premiums in clear language to reduce decision fatigue.
2. Incentivize Renewals: Offer discounts or added benefits for users who renew their policies on time.
Personalized reminders can help drive renewal rates.
3. Offer Multiple Payment Options: Allow users to pay premiums via multiple payment methods,
including UPI, credit cards, and wallets, making the process more convenient.
4. Ensure Efficient Claims Processing: Focus on a fast and hassle-free claims process to increase trust
and repeat policy renewals.

Evaluate:

If conversion rates are low, Paytm should review how policies are being presented, focusing on simplifying
information and improving checkout. Low renewal rates could indicate that users are not receiving timely
renewal notifications or find the policy lacking in value.

27. How would you measure engagement for Ola’s bike-taxi service in Tier 1 cities?

Goal:

To assess how well Ola’s bike-taxi service is engaging users in Tier 1 cities and increasing trip frequency,
user satisfaction, and repeat rides.

Actions (User Journey):

Step 1: Booking a Bike-Taxi – Users book a bike-taxi via the Ola app. The app must show accurate
availability, quick estimated time of arrival (ETA), and competitive pricing.
Step 2: Ride Experience – The user completes the ride, with factors like driver professionalism, bike
condition, and ride duration affecting satisfaction.
Step 3: Post-Ride Feedback – After the ride, users rate their experience and provide feedback on the
driver and the condition of the bike.
Step 4: Re-Engagement – Ola sends personalized notifications about discounts or offers for future
bike-taxi rides, encouraging frequent usage.

Metrics:

Ride Frequency for Bike-Taxis: Tracks how often users in Tier 1 cities book bike-taxi rides over a
defined period (daily, weekly). Low ride frequency may suggest that users are opting for other
transportation modes.
On-Time Arrival Rate: Measures how often bike-taxis arrive on time. Low arrival rates can lead to
customer dissatisfaction and fewer repeat bookings.
Customer Satisfaction (CSAT) for Bike-Taxis: Collects post-ride feedback on the bike-taxi
experience, including driver behavior, bike condition, and ride comfort.
Churn Rate for Bike-Taxi Users: Tracks how many users stop using the bike-taxi service after their
first or second ride. High churn might indicate service quality or availability issues.

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Guidance to Improve Metrics:

1. Optimize Availability and Pricing: Ensure that bike-taxis are readily available and offer competitive
pricing, especially during peak hours or in high-demand areas.
2. Improve Driver Training: Regularly train bike-taxi drivers on customer service, road safety, and
professionalism to enhance user satisfaction.
3. Provide Incentives for Frequent Riders: Offer loyalty rewards, such as discounts or credits, for users
who frequently book bike-taxi rides.
4. Increase Marketing for Key Use Cases: Promote bike-taxis for specific use cases like quick
commutes, short-distance trips, or first-mile/last-mile connectivity to drive higher adoption.

Evaluate:

If ride frequency is low, Ola should focus on increasing bike-taxi visibility and availability. Low customer
satisfaction might indicate that bike quality or driver professionalism needs improvement. Tracking churn
will highlight potential areas of user dissatisfaction.

28. How would you measure the success of Swiggy’s grocery delivery service in
Tier 2 cities?

Goal:

The goal is to assess how well Swiggy’s grocery delivery service is driving engagement, ensuring timely
deliveries, and meeting customer expectations in Tier 2 cities.

Actions (User Journey):

Step 1: Grocery Selection – Users browse the grocery section on the Swiggy app and select items for
delivery. The interface should clearly display product availability, pricing, and delivery times.
Step 2: Delivery – Groceries are delivered within the specified time frame. Swiggy must ensure timely
and accurate deliveries, especially for perishable items.
Step 3: Post-Delivery Feedback – After delivery, users provide feedback on product quality, delivery
timing, and overall satisfaction.
Step 4: Re-Engagement – Swiggy sends personalized promotions or notifications for future grocery
orders, encouraging users to place repeat orders.

Metrics:

Repeat Order Rate for Groceries: Measures how many users place additional grocery orders after
their first purchase. A low repeat order rate may suggest issues with product quality, pricing, or
delivery times.
On-Time Delivery Rate: Tracks how often grocery orders are delivered within the promised time
window. Low on-time delivery rates can lead to customer churn, especially for perishable goods.
Customer Satisfaction (CSAT) for Grocery Delivery: Collects feedback on the overall grocery
delivery experience, including product freshness, packaging, and delivery speed.
Churn Rate for Grocery Users: Measures how many users stop ordering groceries after their first
experience. A high churn rate could indicate that users are dissatisfied with the product selection or
delivery experience.

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Guidance to Improve Metrics:

1. Enhance Product Selection and Pricing: Ensure that Tier 2 cities have access to a wide variety of
grocery items at competitive prices. Address any gaps in product availability or pricing discrepancies.
2. Improve Delivery Timeliness: Optimize delivery routes to ensure groceries are delivered on time,
especially for perishable items. Guaranteeing on-time delivery can boost user satisfaction.
3. Focus on Quality Control: Implement strict quality checks to ensure that groceries delivered are fresh
and meet user expectations. Offer refunds or replacements for unsatisfactory items.
4. Promote Grocery Delivery for Everyday Use: Market grocery delivery as a convenient and reliable
option for everyday essentials, offering discounts or free delivery for first-time users in Tier 2 cities.

Evaluate:

If repeat order rates are low, Swiggy should focus on improving product quality and delivery reliability. Low
customer satisfaction scores could indicate issues with freshness or delivery time, requiring better vendor
management and logistics optimization.

29. How would you measure the effectiveness of Netflix’s personalized

recommendations?

Goal:

The goal is to assess how well Netflix’s personalized recommendations drive engagement, increase watch
time, and ensure user satisfaction with content discovery.

Actions (User Journey):

Step 1: Content Discovery – Users browse Netflix’s home screen, where personalized
recommendations are displayed based on their viewing history and preferences. The
recommendations should feel relevant and timely.
Step 2: Content Consumption – The user starts watching a recommended movie or TV show.
Netflix’s auto-play feature and “Next Episode” prompts encourage users to continue watching.
Step 3: Feedback on Recommendations – Netflix collects data on how users interact with
recommended content, tracking whether they complete the movie/show or abandon it midway.
Step 4: Post-Viewing Engagement – Netflix sends personalized notifications about new content
based on the user’s past interactions, further driving engagement.

Metrics:

Click-Through Rate (CTR) on Recommendations: Measures how many users click on recommended
content. A low CTR might suggest that recommendations aren’t relevant or engaging.
Completion Rate for Recommended Content: Tracks how many users finish watching the
recommended content. A low completion rate indicates that the recommendations might not be
aligned with user preferences.
Watch Time per User: Measures the total time users spend watching recommended content. A high
watch time suggests that users are finding the recommendations compelling.
Content Abandonment Rate: Tracks how many users start but don’t finish watching a recommended
movie or series. A high abandonment rate might suggest that the recommendation algorithm needs
adjustment.

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Guidance to Improve Metrics:

1. Refine the Recommendation Algorithm: Continuously train the

recommendation engine using machine learning and AI to better understand user preferences and provide
more relevant suggestions.

2. Highlight Personalized Sections: Make personalized recommendations more visible on the home
screen, using labels like “Because you watched…” or “Top picks for you” to encourage engagement.
3. Leverage User Feedback: Allow users to directly rate content or indicate whether they liked a
particular recommendation. This feedback loop can further improve the recommendation engine’s
accuracy.
4. Promote Trending or Exclusive Content: Balance personalized recommendations with trending
shows or exclusive releases, which can capture user interest and increase engagement.

Evaluate:

If the click-through rate is low, Netflix should assess whether the recommendation engine is accurately
reflecting user preferences. A high content abandonment rate suggests that users aren’t connecting with
the recommendations, requiring improvements in content discovery. Tracking watch time will help gauge
the overall success of personalized recommendations in driving engagement.

30. How would you measure customer satisfaction for Flipkart’s same-day
delivery service?

Goal:

The goal is to track how well Flipkart’s same-day delivery service is meeting customer expectations in
terms of speed, reliability, and overall satisfaction, while encouraging repeat orders.

Actions (User Journey):

Step 1: Product Selection for Same-Day Delivery – Users browse products that qualify for same-
day delivery. The process should clearly show product availability and the cut-off time for placing
orders.
Step 2: Order Placement – The user completes the order, selecting same-day delivery. Flipkart
should confirm the delivery time and ensure users are informed of any updates or delays.
Step 3: Delivery & Feedback – The order is delivered within the promised time, and users provide
feedback on the delivery speed, product condition, and overall experience.
Step 4: Re-Engagement – Flipkart sends personalized offers for future same-day delivery orders,
encouraging users to use the service again.

Metrics:

On-Time Delivery Rate: Measures how often same-day orders are delivered within the promised time.
A low on-time delivery rate can lead to customer dissatisfaction and churn.
Customer Satisfaction (CSAT) for Same-Day Delivery: Tracks user satisfaction with the overall
experience, including delivery speed, product condition, and reliability.

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 Repeat Usage Rate for Same-Day Delivery: Measures how many users choose same-day delivery for
future purchases. A low repeat usage rate could indicate that users aren’t finding the service reliable
or convenient.
Churn Rate for Same-Day Delivery Users: Tracks how many users stop using same-day delivery
after their first experience. High churn might suggest dissatisfaction with delivery speed or product
quality.

Guidance to Improve Metrics:

1. Ensure Consistent Delivery Speed: Optimize logistics to ensure same-day deliveries are always on
time. Offering delivery guarantees or compensation for late deliveries can boost user confidence.
2. Highlight Same-Day Eligible Products: Make it easy for users to find products eligible for same-day
delivery by prominently displaying them in search results and filters.
3. Incentivize Same-Day Delivery: Offer discounts or loyalty points for users who frequently use same-
day delivery, encouraging repeat usage.
4. Track Product Condition: Ensure that same-day delivered products are handled carefully to avoid
damage. Packaging improvements can increase satisfaction with the overall experience.

Evaluate:

If the on-time delivery rate is low, Flipkart should focus on optimizing its logistics and warehouse
operations. Low repeat usage rates may indicate that users are not finding value in the service, requiring
better communication and incentives. Tracking customer satisfaction will highlight areas where the service
could be improved, such as product handling or delivery timing.

31. How would you measure engagement with Swiggy’s Genie delivery service in
Tier 1 cities?

Goal:

The goal is to measure how well Swiggy’s Genie personal delivery service is engaging users in Tier 1 cities
by driving frequent usage and ensuring high customer satisfaction.

Actions (User Journey):

Step 1: Requesting a Delivery – Users open the Swiggy app and select the Genie service to send or
pick up an item from a location of their choice. The process should be easy and flexible, with clear
pricing and ETA estimates.
Step 2: Delivery Execution – A Swiggy Genie rider picks up the item and delivers it to the specified
address. Timeliness and safety are key factors influencing customer satisfaction.
Step 3: Post-Delivery Feedback – After the delivery is completed, users rate their experience and
provide feedback on the delivery speed, rider behavior, and overall satisfaction.
Step 4: Re-Engagement – Swiggy sends personalized offers or notifications to encourage users to
use the Genie service for similar tasks in the future.

Metrics:

Order Frequency for Genie: Measures how often users in Tier 1 cities use the Genie service. A low
order frequency might suggest that users are not fully aware of the service or don’t find it convenient.

35
 On-Time Delivery Rate: Tracks how often Genie deliveries are completed within the estimated time. A
low on-time delivery rate can lead to user dissatisfaction and fewer repeat bookings.
Customer Satisfaction (CSAT) for Genie: Collects post-delivery feedback on the user’s overall
experience, including delivery speed, rider professionalism, and package handling.
Repeat Usage Rate for Genie: Measures how many users rebook the Genie service after their first
experience. A low repeat usage rate could indicate dissatisfaction with the service.

Guidance to Improve Metrics:

1. Increase Awareness of Genie: Promote the Genie service more aggressively by highlighting its use
cases, such as picking up forgotten items or delivering urgent packages.
2. Optimize Delivery Timeliness: Ensure that delivery riders can meet the estimated time of arrival
(ETA) to boost customer satisfaction. Use real-time tracking to manage delays proactively.
3. Provide Flexible Pricing Options: Offer dynamic pricing based on distance, time of day, or demand.
Transparent pricing can help users feel more comfortable using the service.
4. Incentivize Frequent Usage: Offer loyalty rewards or discounts for users who frequently use Genie,
especially for specific tasks like sending parcels or personal deliveries.

Evaluate:

If order frequency is low, Swiggy may need to focus on improving awareness of the Genie service and its
unique use cases. Low customer satisfaction might point to issues with delivery timing or rider
professionalism, requiring operational improvements. Tracking repeat usage will indicate whether the
service is meeting user expectations.

32. How would you measure the success of Tata CLiQ’s luxury home decor
section?

Goal:

The goal is to track how well Tata CLiQ’s luxury home decor section drives engagement, increases
conversions, and retains high-value customers.

Actions (User Journey):

Step 1: Browsing Luxury Home Decor – Users explore Tata CLiQ’s luxury home decor section,
browsing premium products like furniture, lighting, and accessories. The experience should be
immersive, with high-quality imagery and detailed product descriptions.
Step 2: Product Selection – The user adds high-value items to their cart and proceeds to checkout.
Tata CLiQ must ensure that the checkout process is seamless, with flexible payment options like EMIs
or BNPL for expensive products.
Step 3: Post-Purchase Engagement – After the purchase, users are sent order confirmations and
updates on delivery. Tata CLiQ should also provide personalized recommendations for related luxury
products.
Step 4: Retargeting & Engagement – Tata CLiQ sends personalized offers or invitations to exclusive
sales for luxury home decor, encouraging repeat purchases from high-value customers.

Metrics:

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 Conversion Rate for Luxury Home Decor: Measures how many users browsing the luxury section
complete a purchase. A low conversion rate might suggest issues with pricing transparency or a lack
of compelling offers.
Average Order Value (AOV): Tracks the average spend per transaction in the luxury home decor
section. A low AOV could indicate that users are hesitant to purchase high-ticket items.
Repeat Purchase Rate for Luxury Home Decor: Measures how many users make multiple purchases
from the luxury home decor section. A low repeat purchase rate might suggest that users are not
finding enough value or inspiration for future purchases.
Customer Satisfaction (CSAT) for Luxury Products: Collects feedback on the overall shopping
experience, including product quality, delivery speed, and customer service.

Guidance to Improve Metrics:

1. Enhance Product Presentation: Use high-resolution images, 360-degree views, and detailed product
descriptions to create an immersive shopping experience for luxury home decor items.
2. Offer Flexible Payment Plans: Make it easier for users to purchase high-ticket items by offering EMIs,
buy-now-pay-later (BNPL), or other financing options.
3. Provide Concierge-Level Customer Service: Offer personalized customer service, such as in-home
consultations or dedicated support for luxury buyers. This can increase satisfaction and repeat
purchases.
4. Target High-Net-Worth Customers: Focus marketing efforts on high-value customers, offering them
exclusive discounts, early access to new collections, or invitations to VIP events.

Evaluate:

If the conversion rate for luxury home decor is low, Tata CLiQ should review its pricing strategy and
product presentation. A low average order value could indicate that users are hesitant to buy expensive
items, requiring better financing options or incentives. Tracking repeat purchases and customer
satisfaction will provide insights into how well the luxury experience is resonating with customers.

33. How would you measure the performance of Urban Company’s pest control
service in Tier 2 cities?

Goal:

The goal is to measure how well Urban Company’s pest control service is engaging users in Tier 2 cities,
ensuring timely service delivery and driving repeat bookings.

Actions (User Journey):

Step 1: Service Booking – Users browse the Urban Company app, select pest control services, and book
an appointment. The booking process must be simple, with clear pricing and flexible scheduling options.

Step 2: Service Delivery – The pest control professional arrives on time and performs the service.
Professionalism, punctuality, and thoroughness in addressing the pest problem are key factors
influencing customer satisfaction.
Step 3: Post-Service Feedback – After the service is completed, users provide feedback on the
effectiveness of the pest control treatment and their overall experience.

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 Step 4: Re-Engagement – Urban Company sends reminders for regular pest control services or
offers discounts for repeat bookings, encouraging users to book again.

Metrics:

Repeat Booking Rate for Pest Control: Measures how many users rebook pest control services after
their initial experience. A low repeat booking rate might indicate dissatisfaction with the service quality
or pricing.
Customer Satisfaction (CSAT) for Pest Control: Collects post-service feedback on the overall pest
control experience, including professionalism, effectiveness, and customer service.
On-Time Arrival Rate: Tracks how often pest control professionals arrive on time. Low on-time arrival
rates can lead to user dissatisfaction and fewer repeat bookings.
Churn Rate for Pest Control Users: Measures how many users stop using Urban Company’s pest
control service after one or two experiences. A high churn rate might indicate service quality or pricing
concerns.

Guidance to Improve Metrics:

1. Ensure Thorough Pest Control: Provide ongoing training for pest control professionals to ensure they
deliver thorough and effective treatments, improving user satisfaction and repeat bookings.
2. Offer Preventive Maintenance Plans: Encourage users to sign up for annual pest control
maintenance plans to prevent recurring problems. Offering bundled services can increase long-term
engagement.
3. Improve On-Time Arrival: Optimize scheduling and route planning to ensure that professionals arrive
on time. Offering service guarantees can increase trust and satisfaction.
4. Incentivize Referrals and Repeat Bookings: Offer users discounts or credits for referring others or
booking recurring pest control services. This can drive awareness and engagement in Tier 2 cities.

Evaluate:

If repeat booking rates are low, Urban Company should review customer feedback to identify common
issues with service quality or timing. Low satisfaction scores might indicate gaps in training or service
delivery that need to be addressed. Tracking on-time arrival rates and churn will help identify operational
areas for improvement.

34. How would you track engagement for Dunzo’s pickup and drop service in Tier 1
cities?

Goal:

The goal is to assess how well Dunzo’s pickup and drop service is driving user engagement in Tier 1 cities
by ensuring quick deliveries, high satisfaction, and frequent usage.

Actions (User Journey):

Step 1: Requesting a Pickup or Drop – Users open the Dunzo app and select the pickup and drop
service for an item. The process should be simple, with clear pricing and real-time delivery tracking.
Step 2: Delivery Execution – A Dunzo rider picks up the item and delivers it to the specified location.
The speed, safety, and reliability of the delivery affect user satisfaction.

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 Step 3: Post-Delivery Feedback – After the delivery is completed, users provide feedback on the
service quality, delivery speed, and rider professionalism.
Step 4: Re-Engagement – Dunzo sends personalized notifications and offers to encourage users to
use the pickup and drop service for similar tasks in the future.

Metrics:

Order Frequency for Pickup and Drop: Measures how often users in Tier 1 cities use Dunzo’s pickup
and drop service. A low order frequency might suggest that users are not fully aware of the service or
don’t find it convenient.
On-Time Delivery Rate: Tracks how often pickup and drop deliveries are completed within the
estimated time. A low on-time delivery rate can lead to user dissatisfaction and fewer repeat bookings.
Customer Satisfaction (CSAT) for Pickup and Drop: Collects post-delivery feedback on the user’s
overall experience, including delivery speed, rider professionalism, and package handling.
Repeat Usage Rate for Pickup and Drop: Measures how many users rebook the pickup and drop
service after their first experience. A low repeat usage rate could indicate dissatisfaction with the
service.

Guidance to Improve Metrics:

1. Optimize Delivery Timeliness: Ensure that deliveries are consistently on time by improving real-time
tracking and managing rider availability.
2. Increase Awareness of the Service: Promote Dunzo’s pickup and drop service more aggressively by
highlighting its convenience and use cases, such as urgent document delivery or personal errands.
3. Provide Competitive Pricing: Offer dynamic pricing options based on distance, time of day, or
demand. Transparent pricing helps users feel more comfortable using the service.
4. Incentivize Repeat Usage: Offer loyalty rewards or discounts for users who frequently use the pickup
and drop service, encouraging regular engagement.

Evaluate:

If order frequency is low, Dunzo may need to focus on raising awareness of the service and improving
delivery reliability. Low customer satisfaction might point to issues with rider professionalism or delivery
timing, requiring operational improvements. Tracking repeat usage will indicate whether the service is
meeting user expectations and driving long-term engagement.

35. How would you measure customer satisfaction for BigBasket’s dairy product
deliveries?

Goal:

The goal is to measure how well BigBasket’s dairy product delivery service is meeting customer
expectations in terms of product freshness, delivery timing, and overall satisfaction.

Actions (User Journey):

Step 1: Dairy Product Selection – Users browse the BigBasket app, select dairy products (e.g., milk,
butter, cheese), and place an order. The app should clearly display product availability, pricing, and
delivery windows.

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 Step 2: Delivery – Dairy products are delivered within the specified time frame. BigBasket must
ensure that perishable items like milk are delivered fresh and in good condition.
Step 3: Post-Delivery Feedback – After the order is delivered, users provide feedback on the quality
of the dairy products, delivery timing, and overall experience.
Step 4: Re-Engagement – BigBasket sends personalized reminders for recurring dairy deliveries or
offers discounts for bulk purchases, encouraging users to place repeat orders.

Metrics:

Repeat Order Rate for Dairy Products: Measures how often users order dairy products after their
first purchase. A low repeat order rate may suggest issues with product quality, delivery reliability, or
pricing.
On-Time Delivery Rate: Tracks how often dairy orders are delivered within the promised time window.
Low on-time delivery rates can lead to customer churn, especially for perishable goods.
Customer Satisfaction (CSAT) for Dairy Deliveries: Collects feedback on the overall dairy delivery
experience, including product freshness, packaging, and delivery speed.
Churn Rate for Dairy Product Users: Measures how many users stop ordering dairy products after
their first experience. A high churn rate could indicate dissatisfaction with the product selection or
delivery experience.

Guidance to Improve Metrics:

1. Ensure Product Freshness: Work closely with suppliers to ensure that dairy products are fresh and
properly handled during delivery. Offering refunds or replacements for unsatisfactory items can boost
trust.
2. Optimize Delivery Timeliness: Focus on ensuring that dairy products are delivered on time,
especially for recurring or subscription-based deliveries.
3. Provide Recurring Delivery Options: Offer subscription-based delivery plans for daily or weekly dairy
product deliveries, providing convenience and reducing churn.
4. Incentivize Bulk Purchases: Offer discounts for users who purchase dairy products in bulk or opt for
subscription services, increasing repeat orders and customer loyalty.

Evaluate:

If repeat order rates are low, BigBasket should review customer feedback for issues related to product
freshness, delivery timing, or pricing. Low customer satisfaction scores could point to problems with
packaging or product handling. Tracking churn and on-time delivery will help identify areas for operational
improvement.

36. How would you measure engagement for Zomato’s ‘Pro’ membership?

Goal:

The goal is to measure how well Zomato’s ‘Pro’ membership program is driving user engagement,
increasing order frequency, and retaining loyal customers.

Actions (User Journey):

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 Step 1: Membership Sign-Up – Users subscribe to the Zomato ‘Pro’ membership, which offers
exclusive discounts on restaurant orders and free deliveries. The sign-up process should clearly
communicate the benefits of the membership.
Step 2: Using Pro Benefits – Users place orders and automatically receive ‘Pro’ benefits, such as
discounts and free delivery. The app should make it easy for users to see their savings during
checkout.
Step 3: Post-Order Feedback – Zomato collects feedback from ‘Pro’ members on their experience
using the benefits, including discounts, delivery speed, and restaurant availability.
Step 4: Re-Engagement – Zomato sends personalized offers and notifications to ‘Pro’ members,
encouraging them to continue using the membership benefits for future orders.

Metrics:

Pro Membership Renewal Rate: Measures how many users renew their ‘Pro’ membership after the
initial period ends. A low renewal rate might indicate that users aren’t finding enough value in the
program.
Order Frequency for Pro Members: Tracks how often ‘Pro’ members place orders compared to non-
members. A low order frequency might suggest that users aren’t taking full advantage of the
membership benefits.
Customer Satisfaction (CSAT) for Pro Membership: Collects feedback from ‘Pro’ members on their
overall experience, including discounts, delivery speed, and restaurant availability.
Churn Rate for Pro Members: Tracks how many users cancel their

‘Pro’ membership before the renewal period. A high churn rate might indicate dissatisfaction with the
value or benefits offered.

Guidance to Improve Metrics:

1. Highlight Savings Clearly: Make it easy for users to see how much they’re saving with their ‘Pro’
membership by displaying savings during checkout and sending monthly reports on total savings.
2. Offer Exclusive Perks: Provide additional perks for ‘Pro’ members, such as access to exclusive
restaurant deals, early access to new menu items, or priority customer support.
3. Improve Restaurant Availability: Ensure that a wide selection of restaurants participate in the ‘Pro’
membership program, giving users more options to enjoy discounts and benefits.
4. Incentivize Membership Renewals: Offer discounts or bonuses for users who renew their ‘Pro’
membership before it expires, encouraging long-term engagement.

Evaluate:

If membership renewal rates are low, Zomato should focus on improving the perceived value of the ‘Pro’
program by adding more exclusive perks and discounts. Low order frequency could indicate that users are
not finding enough participating restaurants, requiring better partnerships with restaurants. Tracking
customer satisfaction and churn will help identify areas where the program can be improved to retain loyal
users.

37. How would you measure the effectiveness of Nykaa’s personalized beauty
recommendations?

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Goal:

The goal is to assess how well Nykaa’s personalized beauty product recommendations drive engagement,
increase conversions, and retain loyal customers.

Actions (User Journey):

Step 1: Browsing Beauty Products – Users browse Nykaa’s product catalog, and personalized beauty
recommendations are displayed based on their past purchases and preferences. The
recommendations should be timely, relevant, and personalized.
Step 2: Product Selection – The user selects a recommended beauty product and adds it to their
cart. Nykaa should ensure that users understand why these products are being recommended based
on their past activity.
Step 3: Purchase & Feedback – After purchasing the recommended product, users provide feedback
on whether the recommendation met their expectations in terms of quality, relevance, and
effectiveness.
Step 4: Re-Engagement – Nykaa sends personalized offers, notifications, or beauty tips related to
the user’s purchase history, encouraging them to make repeat purchases.

Metrics:

Click-Through Rate (CTR) on Recommendations: Measures how many users click on personalized
beauty product recommendations. A low CTR might suggest that recommendations are not relevant or
compelling.
Conversion Rate for Recommended Products: Tracks how many users who click on
recommendations complete the purchase. A low conversion rate could indicate that users aren’t
convinced by the recommendations or find the products too expensive.
Repeat Purchase Rate for Recommended Products: Measures how often users purchase additional
products based on previous recommendations. A low repeat purchase rate might suggest that users
are not satisfied with the product quality or relevance.
Customer Satisfaction (CSAT) for Personalized Recommendations: Collects feedback on how
satisfied users are with the personalized beauty product recommendations, including relevance and
product quality.

Guidance to Improve Metrics:

1. Refine the Recommendation Algorithm: Use machine learning to continuously refine personalized
recommendations based on user preferences, purchase history, and product reviews.
2. Highlight Benefits of Recommended Products: Ensure that users understand why certain products
are being recommended, whether based on skin type, previous purchases, or user preferences.
3. Offer Personalized Discounts: Provide exclusive discounts or bundles for recommended products to
encourage users to try new beauty items they might not otherwise consider.
4. Encourage User Reviews: Encourage users to leave reviews for recommended products they’ve
purchased. User-generated content can help improve the accuracy of future recommendations.

Evaluate:

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If click-through rates are low, Nykaa should evaluate whether the recommendation engine is accurately
reflecting user preferences. A low conversion rate suggests that the recommended products may not align
with user needs or price points. Tracking customer satisfaction will help gauge how well personalized
recommendations are performing in terms of quality and relevance.

38. How would you measure engagement with Uber’s outstation ride service?

Goal:

The goal is to measure how well Uber’s outstation ride service drives user engagement by increasing
bookings, improving user satisfaction, and encouraging repeat trips.

Actions (User Journey):

Step 1: Booking an Outstation Ride – Users book an outstation ride through the Uber app, selecting
their pickup location, destination, and vehicle type. The app should display real-time availability,
estimated fare, and travel time.
Step 2: Ride Experience – The user embarks on their outstation ride. The driver’s professionalism,
vehicle comfort, and ride safety are key factors influencing satisfaction.
Step 3: Post-Ride Feedback – After the ride, users provide feedback on their experience, including
the driver’s behavior, vehicle cleanliness, and trip duration.
Step 4: Re-Engagement – Uber sends personalized notifications or offers for future outstation trips,
encouraging users to book again, especially during holiday or travel seasons.

Metrics:

Repeat Booking Rate for Outstation Rides: Measures how many users book multiple outstation rides
after their first experience. A low repeat booking rate might indicate dissatisfaction with pricing or ride
quality.
Customer Satisfaction (CSAT) for Outstation Rides: Collects feedback on the overall outstation ride
experience, including driver professionalism, vehicle comfort, and travel time.
Average Ride Duration: Tracks how long users typically book outstation rides for, providing insights
into popular destinations and trip patterns.
Churn Rate for Outstation Riders: Measures how many users stop booking outstation rides after their
first trip. A high churn rate might indicate service quality issues or pricing concerns.

Guidance to Improve Metrics:

1. Offer Competitive Pricing: Ensure that outstation ride pricing is competitive with alternative travel
options like trains or buses. Transparent pricing will increase user confidence and repeat bookings.
2. Improve Driver Professionalism: Regularly train drivers on customer service, especially for long-
distance rides where professionalism and comfort are key.
3. Provide Loyalty Rewards: Offer discounts or credits for users who frequently book outstation rides,
encouraging long-term engagement and loyalty.
4. Promote Outstation Rides for Specific Use Cases: Target marketing campaigns around specific
events, holidays, or seasons when outstation travel is more common, driving higher adoption.

Evaluate:

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If repeat booking rates are low, Uber should focus on improving service quality and offering competitive
pricing. Low customer satisfaction scores might indicate gaps in driver professionalism or vehicle quality.
Tracking churn and ride duration will provide insights into how well the service is performing for long-
distance travel.

39. How would you measure customer satisfaction for Paytm’s UPI payment
system?

Goal:

The goal is to track how well Paytm’s UPI payment system is driving customer satisfaction by ensuring
quick, reliable transactions and encouraging repeat usage.

Actions (User Journey):

Step 1: UPI Setup – Users set up UPI payments on the Paytm app, linking their bank accounts and
creating a UPI PIN. The setup process should be simple, secure, and easy to navigate.
Step 2: Payment Execution – The user completes UPI payments for transactions such as bill
payments, P2P transfers, or merchant purchases. The process must be smooth, with minimal delays or
failures.
Step 3: Post-Payment Feedback – Paytm collects feedback on the UPI payment experience,
focusing on transaction speed, reliability, and user interface.
Step 4: Re-Engagement – Paytm sends personalized offers or notifications to encourage users to use
UPI for future transactions, such as exclusive cashback or rewards for frequent payments.

Metrics:

Transaction Success Rate for UPI Payments: Tracks how many UPI transactions are successfully
completed. A low success rate could indicate technical issues or connectivity problems.
Customer Satisfaction (CSAT) for UPI Payments: Collects feedback on the overall UPI payment
experience, including ease of use, transaction speed, and reliability.
Repeat Usage Rate for UPI: Measures how often users choose UPI for future payments. A low repeat
usage rate might suggest that users find the process cumbersome or unreliable.
Churn Rate for UPI Users: Tracks how many users stop using Paytm’s UPI payment system after their
first experience. A high churn rate might indicate dissatisfaction with the payment experience.

Guidance to Improve Metrics:

1. Ensure Transaction Reliability: Focus on reducing payment failures or delays by improving backend
infrastructure and ensuring smooth bank integration.
2. Optimize User Experience: Streamline the UPI payment process by offering one-click payments,
auto-filling details, and simplifying the UPI PIN entry process.
3. Promote UPI for Daily Transactions: Encourage users to adopt UPI for everyday payments like
groceries, bills, and transfers by offering cashback or loyalty points.
4. Provide Timely Support for Payment Issues: Offer real-time customer support for any payment
failures or issues to improve user trust and satisfaction with the system.

Evaluate:

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If transaction success rates are low, Paytm should focus on improving its infrastructure and ensuring
better bank integration. Low customer satisfaction scores may indicate issues with transaction speed or
usability. Tracking repeat usage will provide insights into how well users are adopting UPI for their daily
payment needs.

40. How would you measure engagement with Zomato’s loyalty points system?

Goal:

The goal is to measure how well Zomato’s loyalty points system drives engagement, increases order
frequency, and retains loyal customers by offering rewards for frequent usage.

Actions (User Journey):

Step 1: Earning Loyalty Points – Users earn loyalty points by placing food

orders on Zomato. The app should clearly show how many points users are earning per order and what
they can redeem these points for.

Step 2: Redeeming Points – The user redeems their loyalty points for discounts, free items, or
exclusive deals. Zomato should make it easy for users to redeem points and track their progress.
Step 3: Post-Order Feedback – Zomato collects feedback from users on their experience with the
loyalty points system, including the ease of earning and redeeming points.
Step 4: Re-Engagement – Zomato sends personalized notifications and offers based on loyalty point
balances, encouraging users to place more orders and accumulate points.

Metrics:

Order Frequency for Loyalty Members: Measures how often users who participate in the loyalty
program place food orders compared to non-members. A low order frequency might suggest that
users don’t find enough value in the points system.
Redemption Rate for Loyalty Points: Tracks how many users redeem their loyalty points. A low
redemption rate could indicate that the points system is confusing or the rewards are not compelling
enough.
Customer Satisfaction (CSAT) for Loyalty Points: Collects feedback on how satisfied users are with
the loyalty points system, including the ease of earning and redeeming points.
Churn Rate for Loyalty Program Members: Measures how many users stop participating in the
loyalty program or cancel their membership. A high churn rate might indicate that users aren’t finding
enough value in the program.

Guidance to Improve Metrics:

1. Simplify Points Redemption: Make it easy for users to understand how to earn and redeem points.
Offer one-click redemption options during checkout to increase usage.
2. Offer Exclusive Rewards: Provide users with compelling rewards, such as exclusive discounts, free
items, or access to special events, making the loyalty program more attractive.
3. Highlight Loyalty Points Earned: Show users how much they’ve earned and what they can redeem
their points for, creating a sense of progress and excitement about future rewards.

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4. Incentivize High-Value Orders: Offer bonus points for higher-value orders or for frequent orders
during peak times, driving more engagement with the program.

Evaluate:

If order frequency is low, Zomato should focus on making the loyalty program more attractive by offering
better rewards and promotions. Low redemption rates might indicate that users are confused by the
system or don’t find the rewards compelling enough. Tracking customer satisfaction and churn will
highlight areas for improvement in the loyalty program to retain high-value users.

41. How would you measure customer satisfaction for Uber’s ride-sharing
feature?

Goal:

The goal is to assess how well Uber’s ride-sharing feature (UberPOOL) is performing in terms of customer
satisfaction, ensuring affordable rides while minimizing wait times and detours.

Actions (User Journey):

Step 1: Booking a Ride Share – Users select UberPOOL as a ride option, sharing the trip with other
riders heading in a similar direction. The app should clearly display the cost savings and estimated
arrival time.
Step 2: Ride Experience – The ride experience includes picking up and dropping off multiple
passengers. Key factors influencing satisfaction include detour duration, vehicle condition, and driver
professionalism.
Step 3: Post-Ride Feedback – After the ride, Uber collects feedback on the ride-sharing experience,
focusing on trip efficiency, cost savings, and overall satisfaction.
Step 4: Re-Engagement – Uber sends personalized offers or discounts for future ride shares,
encouraging users to continue using the service.

Metrics:

Customer Satisfaction (CSAT) for Ride Sharing: Tracks user satisfaction with the ride-sharing
experience, focusing on factors such as detour duration, ride comfort, and cost savings.
Repeat Usage Rate for Ride Sharing: Measures how many users rebook the ride-sharing option after
their first experience. A low repeat usage rate might indicate dissatisfaction with the service.
Average Ride Duration: Tracks the average time users spend on UberPOOL rides, including detours
for additional passengers. A high average ride duration might indicate that detours are too long,
reducing user satisfaction.
Cost Savings per Ride: Measures how much users save on average by choosing the ride-sharing
option. A low perceived cost saving might reduce the appeal of UberPOOL compared to private rides.

Guidance to Improve Metrics:

1. Optimize Route Planning: Ensure that UberPOOL routes are optimized to minimize detours and
reduce ride times, improving user satisfaction with the trip duration.
2. Highlight Cost Savings: Make it clear to users how much they’re saving by choosing UberPOOL over
a private ride. Show cost savings during the booking and post-ride stages to reinforce value.

46
3. Improve Ride Comfort: Ensure that vehicles used for ride-sharing are clean and comfortable, even
with multiple passengers. Providing extra legroom or better seating options can enhance user
experience.
4. Offer Incentives for Repeat Use: Provide loyalty rewards or discounts for users who frequently
choose UberPOOL, encouraging repeat usage and long-term engagement.

Evaluate:

If customer satisfaction is low, Uber should focus on optimizing routes to reduce detours and improve ride
times. Low repeat usage rates may indicate that users don’t find enough value in ride-sharing compared to
private rides, requiring better incentives or route efficiency. Tracking average ride duration and cost
savings will provide insights into how well the service is performing in terms of affordability and
convenience.

42. How would you measure the success of Flipkart’s big sale events (e.g., Big
Billion Days)?

Goal:

The goal is to assess how well Flipkart’s big sale events, such as Big Billion Days, drive engagement,
increase conversions, and boost customer satisfaction during peak shopping periods.

Actions (User Journey):

Step 1: Sale Event Awareness – Users become aware of the upcoming sale event through Flipkart’s
marketing campaigns, emails, and app notifications. The promotions should clearly highlight the
discounts, exclusive deals, and time-limited offers.
Step 2: Product Selection – During the sale, users browse products across various categories,
selecting items based on discounts and availability. Flipkart must ensure that users can easily find the
best deals and make purchases without delays.
Step 3: Purchase & Feedback – After completing their purchases, users receive order confirmations
and updates on delivery status. Flipkart collects feedback on the overall shopping experience,
including product availability, checkout speed, and delivery reliability.
Step 4: Re-Engagement – Flipkart sends personalized recommendations for future purchases and
offers to users who participated in the sale event, encouraging them to shop again outside of sale
periods.

Metrics:

Conversion Rate During the Sale: Tracks how many users who browse the sale event complete a
purchase. A low conversion rate might suggest issues with product availability, pricing, or checkout.
Average Order Value (AOV) During the Sale: Measures the average spend per order during the sale
event. A low AOV could indicate that users are primarily purchasing low-cost items or not finding
enough high-value deals.
Customer Satisfaction (CSAT) for Sale Events: Collects feedback on the overall sale event
experience, including product selection, discounts, and checkout speed.
Repeat Purchase Rate Post-Sale: Measures how many users make additional purchases after the
sale event, indicating long-term engagement and customer retention.

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Guidance to Improve Metrics:

1. Promote Early Access to the Sale: Offer early access to sale events for loyal customers or members,
increasing excitement and engagement while reducing server load during peak times.
2. Ensure Product Availability: Ensure that popular items are well-stocked to avoid user frustration. Use
predictive analytics to forecast demand for high-interest products and adjust inventory accordingly.
3. Streamline Checkout During Peak Hours: Optimize the checkout process during peak sale hours to
reduce cart abandonment. Offering express checkout options or saved payment methods can speed
up transactions.
4. Encourage Post-Sale Engagement: Send personalized offers or discounts to users who shopped
during the sale, encouraging them to return for future purchases and increasing long-term
engagement.

Evaluate:

If conversion rates are low, Flipkart should focus on ensuring that users can easily find products and
complete purchases during the sale. Low customer satisfaction scores might indicate issues with product
availability or checkout speed, requiring operational improvements. Tracking repeat purchase rates will
help measure how well the sale event drives long-term customer loyalty.

43. How would you track engagement for Amazon Prime’s video streaming
service?

Goal:

The goal is to assess how well Amazon Prime’s video streaming service drives user engagement by
increasing watch time, session frequency, and content discovery.

Actions (User Journey):

Step 1: Content Discovery – Users browse Amazon Prime’s video catalog, looking for movies or TV
shows to watch. Personalized recommendations, trending content, and user reviews should help guide
their selection.
Step 2: Content Consumption – The user starts watching a movie or TV show, with Amazon Prime’s
auto-play and “Next Episode” features encouraging them to binge-watch.
Step 3: Post-Viewing Feedback – Amazon Prime collects data on user engagement with the content,
tracking watch time, completion rates, and whether users rate or review the content.
Step 4: Re-Engagement – Amazon Prime sends personalized notifications and recommendations
based on the user’s watch history, encouraging them to return to the platform and continue watching.

Metrics:

Average Watch Time per User: Measures how long users spend watching content on Amazon Prime.
A low watch time might suggest that users aren’t finding enough compelling content or are
abandoning shows.
Content Completion Rate: Tracks how many users finish watching a

movie or TV show in one sitting. A low completion rate indicates that users may not be satisfied with the
content.

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 Session Frequency per User: Measures how often users open the Amazon Prime app and watch
content. A low session frequency might suggest that users aren’t returning to the platform regularly.
Click-Through Rate (CTR) for Recommendations: Tracks how many users click on personalized
recommendations. A low CTR might indicate that recommendations aren’t relevant or engaging.

Guidance to Improve Metrics:

1. Promote Trending Content: Highlight trending shows, exclusive releases, or new seasons of popular
series to encourage users to start watching or continue watching.
2. Use Personalized Recommendations Effectively: Refine the recommendation engine to provide
better content suggestions based on user preferences and viewing history, driving higher click-
through rates.
3. Encourage User Reviews: Encourage users to rate and review the content they’ve watched. User-
generated content can help other users discover new shows and drive engagement.
4. Offer Exclusive Content: Invest in exclusive, high-quality shows and movies to attract more viewers
and retain current subscribers, increasing watch time and session frequency.

Evaluate:

If average watch time is low, Amazon Prime should review whether its content library is meeting user
expectations. Low session frequency might suggest that users are disengaging from the platform due to a
lack of new content or poor recommendations. Tracking completion rates and click-through rates will help
assess how well content discovery is driving engagement.

44. How would you measure customer satisfaction for Urban Company’s cleaning
services in Tier 1 cities?

Goal:

The goal is to measure how well Urban Company’s cleaning services are meeting customer expectations in
Tier 1 cities by ensuring high-quality service delivery and driving repeat bookings.

Actions (User Journey):

Step 1: Service Booking – Users select cleaning services through the Urban Company app, choosing
from options like deep cleaning or regular cleaning. The booking process must be simple, with clear
pricing and flexible scheduling options.
Step 2: Service Delivery – The cleaning professional arrives on time and performs the service.
Professionalism, punctuality, and thoroughness in cleaning are key factors influencing customer
satisfaction.
Step 3: Post-Service Feedback – After the service is completed, users provide feedback on the
quality of the cleaning, the professionalism of the cleaner, and the overall experience.
Step 4: Re-Engagement – Urban Company sends reminders for regular cleaning services or offers
discounts for repeat bookings, encouraging users to book again.

Metrics:

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 Repeat Booking Rate for Cleaning Services: Measures how many users rebook cleaning services
after their initial experience. A low repeat booking rate might indicate dissatisfaction with the service
quality or pricing.
Customer Satisfaction (CSAT) for Cleaning Services: Collects post-service feedback on the overall
cleaning experience, including thoroughness, professionalism, and punctuality.
On-Time Arrival Rate: Tracks how often cleaning professionals arrive on time. Low on-time arrival
rates can lead to user dissatisfaction and fewer repeat bookings.
Churn Rate for Cleaning Service Users: Measures how many users stop using Urban Company’s
cleaning services after one or two experiences. A high churn rate might indicate service quality or
pricing concerns.

Guidance to Improve Metrics:

1. Ensure Thorough Cleaning: Provide ongoing training for cleaning professionals to ensure they deliver
thorough and high-quality cleaning services, improving user satisfaction and repeat bookings.
2. Offer Maintenance Packages: Encourage users to sign up for regular cleaning services through
subscription packages, offering convenience and reducing churn.
3. Optimize Scheduling and Punctuality: Ensure that cleaning professionals arrive on time by improving
route planning and scheduling. Offering service guarantees can increase user trust.
4. Provide Incentives for Referrals: Offer discounts or credits for users who refer others to book
cleaning services through Urban Company, increasing engagement and awareness.

Evaluate:

If repeat booking rates are low, Urban Company should review customer feedback to identify common
issues with service quality or punctuality. Low customer satisfaction scores might indicate gaps in training
or service delivery. Tracking on-time arrival rates and churn will help identify areas for operational
improvement.

45. How would you track engagement for BigBasket’s subscription-based fruit
delivery service?

Goal:

The goal is to track how well BigBasket’s subscription-based fruit delivery service retains customers by
ensuring consistent quality and frequent engagement with the app.

Actions (User Journey):

Step 1: Subscription Setup – Users subscribe to the fruit delivery service by selecting their preferred
fruits and choosing a delivery frequency (e.g., weekly, bi-weekly). The setup process should be quick,
with flexibility in adjusting their schedule.
Step 2: Delivery – Fruits are delivered to the customer’s doorstep according to their chosen schedule.
Timeliness and product quality are key to maintaining customer satisfaction.
Step 3: Post-Delivery Feedback – After the delivery, users provide feedback on the quality of the
fruits, the delivery timing, and overall experience.

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 Step 4: Subscription Management – Users can easily modify or pause their subscription based on
their needs. BigBasket sends reminders for upcoming deliveries and offers personalized
recommendations for related products.

Metrics:

Subscription Renewal Rate: Measures how many users renew their fruit subscription after the initial
period. A low renewal rate could indicate dissatisfaction with product quality or delivery reliability.
On-Time Delivery Rate: Tracks how often fruits are delivered on time. A low on-time delivery rate
could lead to churn, especially if deliveries are frequently late or missed.
Churn Rate for Subscribers: Measures how many users cancel their fruit subscription before the
period ends. A high churn rate might suggest delivery issues or dissatisfaction with the product
quality.
Customer Lifetime Value (CLV) for Subscribers: This metric tracks the total revenue generated by
fruit subscription customers over time. A high CLV indicates that the subscription model is successful
in retaining users and driving consistent revenue.

Guidance to Improve Metrics:

1. Ensure Product Freshness: Work closely with suppliers to ensure that fruits delivered are fresh and
of high quality. Consistency in quality can help retain users and reduce churn.
2. Guarantee Timely Deliveries: Ensure that fruit deliveries are always on time, particularly for regular
subscriptions. Users rely on fresh produce, and delays can lead to dissatisfaction.
3. Offer Flexible Subscription Options: Allow users to easily adjust their subscription schedule, skip
deliveries, or change the types of fruits in their order. Flexibility will reduce churn and keep users
subscribed.
4. Provide Subscription Perks: Offer incentives like free delivery or special discounts for long-term
subscribers, encouraging renewals and frequent engagement with BigBasket’s broader product
offerings.

Evaluate:

If subscription renewal rates are low, BigBasket should focus on improving product quality and delivery
reliability. High churn rates indicate that users are dissatisfied with the service, requiring better logistics
and product management. Tracking CLV will help assess the long-term profitability of the subscription
service and provide insights into how well it retains customers.

46. How would you measure the effectiveness of Tata CLiQ’s exclusive fashion
brand partnerships?

Goal:

The goal is to assess how well Tata CLiQ’s exclusive fashion brand partnerships drive user engagement,
increase conversions, and retain high-value customers.

Actions (User Journey):

Step 1: Discovering Exclusive Brands – Users explore Tata CLiQ’s exclusive fashion brands through
the app or website. The product selection process should highlight the exclusivity and premium nature
of these brands.

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 Step 2: Product Selection – The user selects items from exclusive brands and adds them to the cart.
Tata CLiQ should ensure that the checkout process is seamless, with clear product descriptions and
flexible payment options.
Step 3: Purchase & Feedback – After purchasing from an exclusive brand, users are sent order
confirmations and updates on delivery. Tata CLiQ collects feedback on the shopping experience,
including product quality and delivery speed.
Step 4: Re-Engagement – Tata CLiQ sends personalized recommendations for future purchases,
exclusive discounts, and early access to new collections, encouraging repeat purchases from high-
value customers.

Metrics:

Conversion Rate for Exclusive Brands: Measures how many users browsing exclusive fashion brands
complete a purchase. A low conversion rate might suggest pricing concerns or a lack of compelling
offers.
Average Order Value (AOV) for Exclusive Brands: Tracks the average spend per transaction for
purchases from exclusive fashion brands. A low AOV could indicate that users are hesitant to purchase
high-ticket items.
Repeat Purchase Rate for Exclusive Brands: Measures how many users make additional purchases
from exclusive fashion brands after their first purchase. A low repeat purchase rate might suggest
dissatisfaction with product quality or a lack of new product offerings.
Customer Satisfaction (CSAT) for Exclusive Brands: Collects feedback on the overall shopping
experience, including product quality, delivery speed, and customer service.

Guidance to Improve Metrics:

1. Enhance Product Presentation: Use high-quality images, detailed descriptions, and customer
reviews to create a compelling shopping experience for exclusive brands.
2. Offer Exclusive Perks: Provide additional perks such as early access to new collections, personalized
discounts, or VIP customer support to retain high-value customers.
3. Promote Limited-Time Offers: Create urgency around exclusive fashion brands by offering limited-
time discounts or flash sales, encouraging users to complete their purchase.
4. Provide Flexible Payment Options: Make it easier for users to purchase high-ticket items by offering
EMI, buy-now-pay-later (BNPL), or other financing options.

Evaluate:

If conversion rates for exclusive brands are low, Tata CLiQ should focus on refining the product
presentation and pricing strategy. A low average order value could indicate that

users are hesitant to buy premium items, requiring better incentives or flexible payment options. Tracking
repeat purchases and customer satisfaction will provide insights into how well the exclusive brand
partnerships are performing in terms of retaining high-value customers.

47. How would you track engagement for Myntra’s personalized styling service?

Goal:

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The goal is to assess how well Myntra’s personalized styling service drives user engagement, increases
order frequency, and ensures user satisfaction with customized fashion advice.

Actions (User Journey):

Step 1: Styling Consultation – Users engage with Myntra’s personalized styling service, where a
stylist recommends outfits based on the user’s preferences and fashion needs. The service should be
easy to access, with clear communication about the styling process.
Step 2: Product Selection – The user reviews the stylist’s recommendations and adds selected items
to their cart. Myntra must ensure that the checkout process is seamless, with flexible payment and
delivery options.
Step 3: Post-Purchase Feedback – After purchasing the recommended outfits, users provide
feedback on their satisfaction with the stylist’s recommendations, product quality, and overall
experience.
Step 4: Re-Engagement – Myntra sends personalized offers and styling tips based on the user’s
previous interactions, encouraging them to return for more fashion advice and purchases.

Metrics:

Engagement Rate with Styling Service: Measures how many users engage with the personalized
styling service compared to the total user base. A low engagement rate might indicate that users are
unaware of the service or find it difficult to access.
Order Frequency for Styled Users: Tracks how often users who engage with the styling service place
orders. A low order frequency might suggest that users aren’t finding enough value in the personalized
recommendations.
Customer Satisfaction (CSAT) for Styling Service: Collects feedback from users on their experience
with the personalized styling service, including the quality of the recommendations and the ease of
use.
Repeat Usage Rate for Styling Service: Measures how many users return to use the styling service
again after their first experience. A low repeat usage rate might indicate dissatisfaction with the
service or the recommendations.

Guidance to Improve Metrics:

1. Highlight the Benefits of Styling: Make it clear to users how the personalized styling service can
enhance their shopping experience, using testimonials, user reviews, or before-and-after
comparisons.
2. Offer Styling for Key Occasions: Promote the styling service for specific events or seasons, such as
weddings, parties, or festivals, where users are more likely to seek fashion advice.
3. Incentivize Users to Try the Service: Offer free styling consultations or discounts on the first
purchase for users who engage with the styling service, encouraging them to explore the offering.
4. Personalize Follow-Up Recommendations: After a user completes a styling consultation, send them
personalized follow-up recommendations and outfit suggestions based on their previous preferences.

Evaluate:

If engagement with the styling service is low, Myntra should focus on raising awareness of the service and
simplifying the consultation process. Low order frequency or repeat usage rates might suggest that users
aren’t finding enough value in the recommendations, requiring better personalization and follow-up
engagement strategies.

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48. How would you measure customer satisfaction for Paytm’s bill payment
service?

Goal:

The goal is to assess how well Paytm’s bill payment service meets customer expectations by ensuring a
smooth, reliable transaction experience and encouraging repeat usage.

Actions (User Journey):

Step 1: Bill Payment Setup – Users select the type of bill they want to pay (e.g., electricity, water,
phone) and enter their billing details. The setup process should be quick and easy, with clear
instructions on how to complete the payment.
Step 2: Payment Execution – The user completes the payment using Paytm’s UPI, wallet, or other
payment methods. The transaction must be smooth, with minimal delays or failures.
Step 3: Post-Payment Confirmation – Paytm sends a payment confirmation and receipt to the user,
providing assurance that the bill has been paid successfully.
Step 4: Re-Engagement – Paytm sends reminders for upcoming bills and offers personalized
discounts or cashback for frequent bill payments, encouraging repeat usage.

Metrics:

Payment Success Rate for Bill Payments: Tracks how many bill payments are successfully
completed. A low success rate could indicate technical issues or a cumbersome payment process.
Customer Satisfaction (CSAT) for Bill Payments: Collects feedback on the overall bill payment
experience, including ease of use, transaction speed, and reliability.
Repeat Usage Rate for Bill Payments: Measures how often users return to Paytm for bill payments. A
low repeat usage rate might suggest that users find the process unreliable or inconvenient.
Churn Rate for Bill Payment Users: Measures how many users stop using Paytm’s bill payment
service after their first experience. A high churn rate might indicate dissatisfaction with the payment
experience.

Guidance to Improve Metrics:

1. Ensure Transaction Reliability: Focus on reducing payment failures and delays by improving backend
infrastructure and ensuring seamless integration with billing service providers.
2. Simplify the Payment Process: Streamline the bill payment process by offering one-click payments,
auto-filling billing details, and saving user preferences for future payments.
3. Provide Timely Reminders: Use push notifications, emails, and SMS to remind users of upcoming bill
payments, helping them avoid late fees and improving satisfaction.
4. Offer Rewards for Frequent Payments: Encourage repeat usage by offering cashback, discounts, or
loyalty points for users who frequently use Paytm for bill payments.

Evaluate:

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If payment success rates are low, Paytm should focus on improving the technical infrastructure and
streamlining the payment process. Low repeat usage rates might suggest that users are dissatisfied with
the service, requiring better engagement strategies and incentives. Tracking customer satisfaction will
highlight areas for improvement in terms of ease of use and transaction reliability.

49. How would you measure the effectiveness of Swiggy’s Super subscription?

Goal:

The goal is to assess how well Swiggy’s Super subscription program drives engagement, increases order
frequency, and retains loyal customers by offering exclusive benefits.

Actions (User Journey):

Step 1: Subscription Sign-Up – Users sign up for Swiggy’s Super subscription, which offers benefits
like free deliveries, discounts, and priority support. The sign-up process should clearly highlight the
value of the subscription.
Step 2: Using Super Benefits – The user places orders and automatically receives the Super
benefits, such as free delivery or exclusive discounts. The app should display the savings during
checkout.
Step 3: Post-Order Feedback – Swiggy collects feedback from Super members on their experience
using the benefits, focusing on savings, delivery speed, and service quality.
Step 4: Re-Engagement – Swiggy sends personalized offers and notifications to Super members,
encouraging them to continue using the subscription benefits for future orders.

Metrics:

Super Subscription Renewal Rate: Measures how many users renew their Super subscription after
the initial period ends. A low renewal rate might indicate that users aren’t finding enough value in the
program.
Order Frequency for Super Members: Tracks how often Super members place orders compared to
non-members. A low order frequency might suggest that users aren’t taking full advantage of the
subscription benefits.
Customer Satisfaction (CSAT) for Super Subscription: Collects feedback from Super members on
their overall experience, including the value of the benefits, delivery speed, and service quality.
Churn Rate for Super Members: Tracks how many users cancel their Super subscription before the
renewal period. A high churn rate might indicate dissatisfaction with the value or benefits offered.

Guidance to Improve Metrics:

1. Highlight Savings Clearly: Make it easy for users to see how much they’re saving with their Super
subscription by displaying savings during checkout and sending monthly reports on total savings.
2. Offer Exclusive Perks: Provide additional perks for Super members, such as access to exclusive
restaurant deals, early access to new menu items, or priority customer support.
3. Improve Restaurant Availability: Ensure that a wide selection of restaurants participate in the Super
program, giving users more options to enjoy the benefits.
4. Incentivize Membership Renewals: Offer discounts or bonuses for users who renew their Super
membership before it expires, encouraging long-term engagement.

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Evaluate:

If renewal rates are low, Swiggy should focus on improving the perceived value of the Super program by
adding more exclusive perks and discounts. Low order frequency could indicate that users are not finding
enough participating restaurants, requiring better partnerships with restaurants. Tracking customer
satisfaction and churn will help identify areas where the program can be improved to retain loyal users.

50. How would you measure customer satisfaction for Flipkart’s return and refund
process?

Goal:

The goal is to measure how well Flipkart’s return and refund process meets customer expectations by
ensuring a smooth, hassle-free experience and encouraging repeat purchases.

Actions (User Journey):

Step 1: Return Request Setup – Users request a return or refund for a product they’ve purchased on
Flipkart. The process should be simple, with clear instructions on how to initiate the return.
Step 2: Product Pickup & Refund – Flipkart arranges for the product to be picked up, and the refund
is processed. The user should receive timely updates on the pickup and refund status.
Step 3: Post-Return Feedback – Flipkart collects feedback on the user’s experience with the return
process, focusing on ease of use, speed of refund, and overall satisfaction.
Step 4: Re-Engagement – Flipkart sends personalized offers

or recommendations based on the user’s previous purchases, encouraging them to shop again despite
returning a product.

Metrics:

Return Completion Rate: Measures how many users successfully complete the return process. A low
completion rate might suggest that the process is too complicated or that users are facing issues with
product pickups.
Refund Processing Time: Tracks how long it takes for users to receive their refund after initiating a
return. A long processing time can lead to dissatisfaction and fewer repeat purchases.
Customer Satisfaction (CSAT) for Returns: Collects feedback on the overall return and refund
experience, including ease of initiating the return, communication during the process, and refund
speed.
Churn Rate for Return Users: Measures how many users stop shopping on Flipkart after initiating a
return. A high churn rate might indicate dissatisfaction with the return or refund process.

Guidance to Improve Metrics:

1. Simplify the Return Process: Make it easy for users to initiate returns by providing a one-click return
option and clear instructions on how to prepare the product for pickup.
2. Ensure Timely Refunds: Focus on processing refunds quickly and providing real-time updates to
users, reducing anxiety and improving satisfaction.
3. Provide Free Returns: Offer free returns for certain categories or membership tiers to reduce friction
and encourage more purchases.

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4. Incentivize Post-Return Purchases: Offer users personalized discounts or free delivery after
completing a return, encouraging them to make another purchase.

Evaluate:

If return completion rates are low, Flipkart should focus on simplifying the return process and improving
communication with users. Long refund processing times might require operational improvements to
speed up the process. Tracking customer satisfaction and churn will provide insights into how well the
return and refund experience is retaining customers.

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