In the growing digital payments ecosystem in India, Tez, Google’s foray into digital payments was growing fast with 30 million users. The desire was to activate these users as there was clearly a long way to go for average daily transactions. These new users were savvy early adopters and used digital payments for transactions with retailers, online shopping etc. but didn’t really use them for transactions with friends and family.

Our Objective:

Activate existing Tez app users to start doing more peer to peer transactions.

Specifically:

Increase average monthly transactions of existing Tez users by 10%

Rolling out to millions of users in May 2018, Tez Sparks ran in-app as a unique and delightful product experience. Reaching existing users in-app, the product experience and notifications prompted users to try them out when transacting with friends and family.

Several Spark envelopes were launched and the feature was made available for 16 million users. New sparks were added frequently based on data and use cases with contextual ones for mothers day and earth day apart from daily use cases like splitting grocery bills, dining out, paying back a friend etc.