How would you define the success of Tabby's mobile app for customers?

Introduction

Defining the success of Tabby's mobile app for customers requires a comprehensive approach that considers multiple stakeholders and metrics. To address this product success metrics challenge effectively, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Tabby's mobile app is a fintech solution that offers "buy now, pay later" (BNPL) services to customers in the Middle East. The app allows users to split purchases into interest-free installments, shop from partner retailers, and manage their payments.

Key stakeholders include:

1. Customers: Seeking flexible payment options and a seamless shopping experience
2. Retailers: Looking to increase sales and average order value
3. Tabby: Aiming to grow user base, increase transaction volume, and maintain profitability
4. Investors: Expecting sustainable growth and profitability

User flow:

1. Sign up and KYC: Users create an account and complete identity verification
2. Browse and shop: Customers explore partner retailers or use Tabby at checkout
3. Purchase and split: Select Tabby as payment method and choose installment plan
4. Manage payments: View upcoming payments, make early payments, or report issues

Tabby's app fits into the company's broader strategy of becoming the leading BNPL provider in the Middle East, competing with traditional credit cards and other fintech solutions.

Compared to competitors like Tamara and Postpay, Tabby offers a wider range of partner retailers and more flexible payment options.

Product Lifecycle Stage: Growth - Tabby is rapidly expanding its user base and partner network, focusing on user acquisition and retention while optimizing its core offering.