Thank you for allowing me to be the Product Analyst of Abyan’s flagship product!

Problem Statement

Users of Abyan products are not recognizing the valuable investment opportunity within the Saudi Stock Portfolio. In reality, this portfolio offers:

  1. Lower annual losses: 3% less compared to other portfolios, which can experience losses of up to 17%.
  2. Competitive subscription fees: only 1% of the deposited amount.

Abyan aims to increase the user conversion rate for deposits from 20% to 25%, considering the following current metrics:

To achieve the target conversion rate, an additional 1,000 users need to deposit funds.

Problem Space Identification

The relationships that Abyan has with its users are:

  1. Short-term relationships: The interactions that indicate the micro-conversions between users and Abyan’s application before the ultimate conversion occurs. For example, new user registrations, portfolio creation, and application exploration.
  2. Permanent or long-term relationships: The end goal that the business desires to fulfill its business objectives and generate revenue. For example, depositing cash into portfolios and monthly deductions.

Looking at the provided numbers, it means that Abyan is performing well in its short-term interactions with users. Conversely, the users with whom Abyan has a longer relationship are only 800, nearly 5% who convert to deposit out of 16K users. This means that the problem space lies in the conversions themselves. Therefore, we need to encourage more long-term interactions, ensuring that our users convert and our business runs seamlessly.

The conversion problems might be any of the following:

  1. Unclear or misplaced call-to-actions (CTA).
  2. The portfolio isn’t well advertised.
  3. The deposit duration is lengthy.

Looking at the illustration below, it shows the user’s journey inside Abyan’s application when they’re trying to top up a newly created portfolio.