What metrics would you use to evaluate ZestMoney's mobile app user engagement?

Introduction

Evaluating ZestMoney's mobile app user engagement requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic understanding of how users interact with the app and identify areas for improvement.

Step 1

Product Context

ZestMoney is a digital lending platform that offers instant credit to consumers for online and offline purchases. The mobile app is a crucial touchpoint for users to manage their credit, make payments, and explore new offers. Key stakeholders include:

1. Consumers: Seeking convenient access to credit and easy repayment options
2. Merchants: Looking to increase sales through ZestMoney's financing options
3. Investors: Interested in user growth, loan performance, and profitability
4. Regulators: Ensuring compliance with lending and data protection regulations

The user flow typically involves:

1. Onboarding and KYC verification
2. Checking credit limits and available offers
3. Applying for credit and completing transactions
4. Managing repayments and viewing account status

ZestMoney's app fits into the broader fintech strategy of democratizing access to credit in India. Compared to competitors like LazyPay or Simpl, ZestMoney focuses more on larger ticket sizes and longer-term EMIs.

In terms of product lifecycle, the app is in the growth stage, with a focus on expanding the user base and increasing engagement.