Product Initiative · CRED
Gift Card Mapping
Personalization, Customer Value & Discoverability
Overview
Contributed to a Gift Card experience designed to help users recognize the potential savings available through CRED Gift Cards, while making the experience more discoverable and engaging.
The experience connected existing purchase behaviour with relevant Gift Card opportunities and presented the potential savings as a tangible customer value proposition.
Problem / Opportunity
Gift Cards had an opportunity to become more visible, relevant, and engaging within the CRED experience.
Rather than presenting Gift Cards as a generic offering, the initiative aimed to communicate a more personalized value proposition:
“How much could I potentially save through Gift Cards?”
Product Approach
The experience surfaced merchant-level purchase context and potential Gift Card savings, making the financial value of using Gift Cards more tangible to users.
A progressive savings reveal was used to encourage interaction — for example, potential savings of ₹4,000 were initially displayed as ₹4X0X, with the actual amount revealed after user engagement and retained until the next cycle.
As part of the broader discoverability discussion, I was also among the team members who suggested introducing a Gift Card entry point/carousel on the Home screen to create an additional discovery path.
My Contribution
- Participated in product discussions and root-cause analysis focused on improving Gift Card engagement, visibility, and adoption.
- Was among the team members who suggested a Home-screen Gift Card entry point to improve discoverability and create an additional path into the experience.
- Actively participated in requirement discussions and solutioning sessions, helping communicate expected feature behaviour and intended outcomes.
- Owned acceptance criteria, end-to-end test scenarios, edge-case identification, UAT, end-to-end validation, and production verification for the feature.
- Provided product-quality feedback throughout implementation, helping ensure consistency across customer journeys, functional states, and edge cases.
Cross-functional Collaboration
Worked closely with Product, Frontend Engineering, Backend Engineering, QA, and Operations from requirement discussions and solutioning through implementation, UAT, and post-production validation.
Outcome / Business Objective
The initiative was designed to:
- Improve Gift Card discoverability and visibility.
- Make the savings proposition more tangible to users.
- Encourage users to interact with and understand their potential Gift Card savings.
- Drive Gift Card engagement and adoption.
- Create additional discovery opportunities through the Home experience.