How would you improve the SBI Card app for first-time credit card holders?

Introduction

SBI Card is India's second-largest credit card issuer, with about 18.6% of cards in force in March 2026. It is acquiring more new-to-credit customers through digital channels: the SBI Card Sprint journey, a secured card offered digitally on YONO, and the fully digital Google Pay Flex SBI Card. These customers have never held a credit card before. They do not understand billing cycles, minimum due, or how interest works on revolving balances, and many first meet the product through the SBI Card app. The prompt asks how we would improve the SBI Card app for first-time cardholders. I'll clarify the goal, segment users, map their first 90 days, generate and prioritise solutions, and define success.

Step 1

Clarifying Questions (5 mins)

• Which first-time cardholders are we focused on?

Why it matters: A Google Pay Flex customer and a secured-card customer from YONO have different risk profiles and expectations. Expected answer: All new-to-credit cardholders in their first 6 months, across Sprint, YONO secured card and Google Pay Flex. Impact on approach: We design the app's first-90-day experience, regardless of how the card was acquired.

• What is the problem we are solving: activation, usage, or repayment behaviour?

Expected answer: A hypothetical data point says 30% of new-to-credit customers do not transact in the first 60 days, and early delinquency is higher than in the mature book. Impact on approach: We need to improve both activation and healthy repayment.

• Does the app control the Google Pay Flex experience?

Expected answer: Partly. Spend happens in Google Pay, but statements, repayments, limits and service are managed through SBI Card. Impact on approach: The SBI Card app must be the "home" for managing the card.

• Constraints?

Expected answer: RBI rules on card issuance and billing disclosures, fair practices code, and SBI Card's risk appetite.