Increased User Retention through a quiz competition on Kirana Club App

This Case Study provides a detailed exploration of my design process for a property within the Kirana Club app.

Some Context about Kirana Club

Kirana Club is a dedicated platform tailored to address the challenges faced by Kirana store owners in managing their shops.

Specifically, I will delve into the creation of the Indian Kirana League, a quiz competition that attracted participation from over 1 Lakh Kirana stores. This competition not only contributed to the app’s enhanced user retention but also positively impacted the Daily Active Users (DAU) to Monthly Active Users (MAU) ratio.

How it all started?

One day, while we were busy working, I got an unexpected email invitation to a meeting called “KBC” from our founder. I was curious about what it could be. The meeting took place in KC Park, our spot with fake grass where we usually have meetings. He explained that we are planning to organise a big quiz for retailers using our Kirana Club App. The quiz would cover questions about FMCG products, math problems about profit and margins, and also ads-related questions. We planned to pick 40 retailers from this quiz for a second round, which would happen on Zoom.

Why it is needed in the first place?

Indian Kirana League (IKL) offered retailers a platform to leverage their years of shopkeeping experience, allowing them to monetize their acquired knowledge. Not only did it provide a source of income, but it also injected some much-needed entertainment into their otherwise monotonous routines.

Here are the key benefits for both retailers and the app:

1. Lucrative Rewards 🌟: The top prize of 1 Lakh Rupees for the quiz was a significant incentive for retailers. Without the need to acquire new skills, they simply applied their existing shop-related knowledge, making the reward particularly enticing.
2. Combatting Boredom 😕: User research revealed that over 70% of our users were discontent with their repetitive routines. IKL addressed this issue by offering an engaging and stimulating experience, effectively breaking the monotony for participating retailers.
3. Successful MVP 🚀: Prior to IKL, our quiz MVP garnered immense popularity, indicating a strong potential for scalability. By implementing a two-round format — hosted both on the app and via Zoom calls — we validated the feasibility of conducting such events on a larger scale.

When we were starting some questions we had in our mind were

1. How might we enhance the user experience of the Kirana Club app to encourage more participation in the Indian Kirana League?
2. How might we optimize the quiz format to ensure it is engaging and relevant to Kirana store owners’ daily operations?
3. How might we incentivize Kirana store owners to actively participate in the Indian Kirana League?
4. How might we streamline the registration process for Kirana store owners interested in joining the league?
5. How might we effectively promote the Indian Kirana League to maximize participation from Kirana store owners across different regions?
6. How might we ensure fairness and transparency in the quiz competition, especially in the selection process for the second round?
7. How might we leverage technology to facilitate seamless communication and interaction during both the app-based and Zoom-based rounds of the league?
8. How might we tailor quiz questions to cater to the diverse knowledge and expertise of Kirana store owners?
9. How might we gather feedback from participants to continuously improve and iterate upon the Indian Kirana League experience?
10. How might we measure the impact of the league on user retention and engagement within the Kirana Club app?

Indian Kirana League Buzz Plan

To amplify the buzz for “Kaun Banega Kirana Quiz Champion,” it’s essential to engage the Kirana Club community and onboard influencer retailers who have credibility and reach. Here’s a step-by-step GTM strategy that leverages these two critical elements to create hype and engagement:

Dedicated section, How it changes from Pre Launch Phase, Launch phase etc.

1. Pre-launch Phase (5–7 Days):

Community Polls and Teasers: Post teaser polls and questions within the community to generate curiosity and gauge interest.

Exclusive Preview: Share a behind-the-scenes look at the event planning within the community forum, asking for opinions and feedback.

2. Influencer Retailer Involvement:

Influencer Identification and Onboarding: Identify top retailer influencers in the Kirana Club and brief them on the event.

Influencer Teasers: Encourage influencers to post teasers about the event on their social media and within the Kirana Club App.

3. Launch Phase:

Official Announcement: Share an in-depth post detailing the event, rewards, and how to participate.

Q&A Session️: Host a Q&A session within the community where members can ask questions about the quiz.

Launch Announcements: Have influencers post about the launch, explaining why they’re excited and why their followers should participate.

Instagram/Social Media Stories: Ask influencers to update their followers regularly through short-form social media stories.

4. Mid event phase:

Weekly Updates: Post leaderboards, event updates, and highlight top participants within the community.

Member Spotlight: Feature interviews or profiles of community members who are excelling in the quiz.

Weekly Challenges: Collaborate with influencers to create weekly challenges that encourage more community participation.

Progress Updates: Have influencers share their progress and encourage their followers to catch up or compete.

5. Final Phase:

Countdown to Finale: Start a countdown thread with daily updates leading to the finale.

Behind-the-Scenes Access: Give influencers exclusive access to share behind-the-scenes content from the final event.

Final Thoughts & Recap: Post-event influencer round-up, discussing key moments, and congratulating winners.

Some pre-buzz designs

Key User Flows

To get started, I needed to figure out how users would use this feature through the app based on the document the Product Manager shared. This information was crucial for creating the first sketches of the project.

Final Designs

Impact

More than 1 Lakh Kirana’s participated in IKL which helped in increasing our retention.

Retailers found great enjoyment in the quiz and the episodes of round 2 that were released on the app over a 6-day period, airing at 8 PM to accommodate everyone’s viewing schedule. Additionally, we conducted interviews with all the finalists, where they shared their experiences playing IKL. Many expressed surprise at discovering a platform where they could truly utilise their talents.

Below I have attached some recordings from the second round which happened over zoom.

And it’s a Wrap

Thanks for taking the time out and reaching the very end of my case study. If you have any feedback to give, please leave a comment and I will surely look into it.

Do feel free to reach out to me on Twitter or LinkedIn for any feedback or discussions! I’m currently open to opportunities as a Product Designer.

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