How would you improve Jewels, Jupiter's rewards program, for everyday UPI users?

Introduction

Jewels are Jupiter's reward currency. Users earn them on eligible spends, on UPI payments and on the Edge+ card, and redeem them for cash, digital gold, vouchers or bill payments. Rewards are one of the main reasons people try Jupiter, but rewards programs in Indian fintech often suffer the same fate: users chase the welcome offer, collect points, forget about them and leave. This question asks how to improve Jewels. I'll clarify the goal, segment users, map the journey and its pain points, generate and prioritise solutions, and finish with metrics.

Step 1

Clarifying Questions (5 mins)

• What is the goal of improving Jewels? Assume the goal is to increase the share of users who use Jupiter as their primary spending app, with Jewels as the habit driver.
• Can we change the reward rate? Assume the overall reward budget stays flat; we can redistribute it but not raise it.
• Which surfaces? Earning (UPI, card, debit card), viewing (rewards tab, transaction screens) and redeeming (cash, gold, vouchers, bills).
• What do we know about current behaviour? Assume internal data shows many users accumulate Jewels but under half redeem in any quarter, and that heavy earners are concentrated among Edge+ cardholders.
• Time frame? One to two quarters for the first set of changes.

Goal statement: make Jewels feel valuable and easy to understand so users choose Jupiter for everyday payments, measured by more spenders paying through Jupiter weekly, at the same reward cost per rupee spent.