CRED Engagement Strategy: Growing the Number of Members Active Every Week

You are a product manager at CRED, the Indian app built around paying credit card bills and earning rewards for it. How would you grow the number of weekly active users (WAU)? Walk through what you would change in the product and why, and how you would know whether it worked. ```hint Compare frequencies Think about how often members actually need CRED's core job, compare that with the seven-day window behind WAU, and look for a group of members and a use case whose natural rhythm is weekly. ``` ### Clarifying Questions - What should a higher WAU drive: deeper engagement that supports CRED's other businesses, or is WAU the goal in itself? - Does a member count as active by opening the app, or only by completing an action such as a payment or a reward redemption? - Should the gain come from making existing members active every week, from adding new members, or both? - Is a particular feature in focus, such as card bill payments, UPI payments, other bills, travel or vehicle services, or is the whole app in scope? ### What a Strong Answer Covers - A definition of an active user and a stated reason WAU matters to CRED's business - Recognition of how often the core bill-payment job recurs, and a member segment chosen on that basis - Pain points and solutions tied to that segment's weekly needs, prioritized by reach, effect on weekly use, effort and reward cost - A success metric with guardrails against shallow or paid-for activity, such as notification fatigue and reward cost per incremental active member - Risks around reward economics, competition from other payment apps, and trust in a financial product ### Follow-up Questions - WAU jumps during a rewards campaign, then falls back once it ends. What do you conclude, and what do you change? - How would you tell whether a new weekly feature builds a real habit rather than one-off opens? - How would your plan change if leadership cared about daily rather than weekly active users?