Rishi Sood

Rishi Sood

Senior Group Marketing Manager, WNS Global Services
+91 9913 629 606
rishi316@gmail.com
70

MY KYS™ Score

The KYS™ test by Upraised gives a breakdown of key PM Skills.
View the report for more details.

Education

IIM Bangalore
MBA - General MBA
2017—2019
St. Stephen's College
BA - Economics Honours
2010—2013

Work Experience

Senior Group Marketing Manager
WNS Global Services
Mar 2019—Present
Founding Member/ Product Marketing Manager
Nivaasa
Oct 2015—Feb 2017
Product Manager
Educational Initiatives Pvt.Ltd
Jul 2013—Jul 2015

my case studies

Here is my take on the problem statements which were of particular interest to me. For ease of scanning, these have been structured as follows:
Metrics
Approach
Recommendations
Artefacts
Improve the orders per reseller per month for Meesho
Meesho as an Indian-origin reselling app and a social commerce platform
Metrics
Total number of orders placed per reseller in a month
Approach
I divided our target segment (resellers) into 3 buckets:
  • New Resellers: who are looking to make their first sale
  • Experienced Resellers: Typical resellers
  • Power Resellers: Top performing resellers on the platform
Objective was to try and upgrade these resellers to the higher bucket e.g. converting new resellers to experienced, and nudging experienced resellers to become power resellers.
I focused mainly on the first 2 buckets initially and identified their needs and painpoints using primary research, divided the findings into following 3 buckets and proposed solutions to improve each of these:
  • Onboarding and Activation needs
  • Retention and Engagement needs
  • Search and Discovery needs
Recommendations
A. Onboarding and Activation
  • Optimize the onboarding process to reduce the time-taken and number of steps
  • Onboarding to include group training sessions – ideally by existing resellers who are also in their vicinity
B. Retention and Engagement
  • Gamification, that includes a mix of monetary and non-monetary rewards and incentives
  • Incentives to encourage resellers to achieve monthly and quarterly targets
Recommendations
C. Search and discovery
  • Dynamic homepage (showing a mix of major/trending categories and user-generated recommendations)
  • Improved navigation through categories and sub-categories (Left Navigation Bar)
  • Improved search by introducing search suggestions
  • Secondary Product Discovery: Using analytics to facilitate cross selling
Recommendations
To prioritise between the above suggestions, I evaluated them on the impact expected from these on the Orders/Reseller metric, and the effort required to enable these (which included effort spent in product solutioning, designing and engineering). Based on my evaluation, I recommended the following four as the top priority solutions:
  • Dynamic homepage
  • Improved navigation through categories
  • Gamification
  • Improved search using auto-complete search suggestions
Interested to know more?
Detailed
Document
Adding multiple sub-accounts to a single Razorpay merchant account
Razorpay is a platform that enables businesses to accept, process and disburse payments with its product suite
goals
  • Allow users to add and manage up to 5 sub-accounts under one merchant account
  • Allow users to easily switch between the multiple accounts
why
There are over 15 million freelancers in India, 80% of whom have between 1-3 jobs. There are additionally 1.02 million SMBs in India, that transact business online. A dipstick analysis reveals that up-to a third of these businesses have independent business verticals/product lines that they would like to track separately.

Currently, a user (merchant) with multiple independent businesses/websites/product lines accepting payments through Razorpay is required to create and manage multiple Razorpay merchant accounts.
The proposed feature seeks to improve user experience for users with multiple businesses/websites/product lines by allowing for the addition of up-to 5 sub-accounts to a single merchant account, and also solve the problem of having a single tag and legal entity, unique public business information and easier reporting and reconciliation of payments across multiple accounts.
Approach
I started with creating a list of different target user-segments for Razorpay and top use-cases for each of these segments:
List of Users and Use-Cases
  • User 1: Freelancers with multiple independent businesses
  • Use-Case 1: Having separate sub-accounts, one for each business
  • User 2: Small business owner with independent verticals/product lines looking to track them separately
  • Use-Case 1: Ability to have multiple sub-accounts for multiple verticals  of a business
  • User-Case 2: Ability to track each of the verticals separately
  • User 3: Small business owner with multiple online businesses looking to track them separately
  • Use-Case 1: User able to switch between multiple sub-accounts using the dashboard
approach
After listing the top use-cases, I created separate workflows for the following features:
  • Adding a sub-account
  • Switching between the sub-accounts
  • Dashboard and tracking for multiple sub-accounts
Finally, I create the mock-ups and wireframes for the MVP. (attached in next slide).
approach
Success Criteria for MVP was thought of as below:
  • Feature adoption: number of users creating multiple sub-accounts
  • Increase in NPS score among small-business owners and freelancers with multiple businesses/product lines/websites.
  • Increase in NPS score among small-business owners and freelancers with multiple businesses/product lines/websites.
Interested to know more?
Detailed
Document

My Product Observations

How Google Pay has hooked its audience and emerged as a leader in Indian UPI Payments Space
  • The Hook Framework, is structured around four primary themes — Trigger (Internal/External), Action, Variable Rewards and Investment
  • Trigger: The primary motivator for the user is: wanting to make a payment easily and quickly’. Google however, also adds External Triggers – whereby the app notifies the user of upcoming utility bills which user can quickly pay using the app through just a few taps
  • Action – Here simplicity is key. Google does a fantastic job in ensuring that the UX is easy to use and provides the user adequate motivation (through rewards and cash-backs) to complete the action. Google achieves this by minimizing the number of steps required to make a payment.
  • Variable Reward – More than just offering users cash-backs, Google - has come up with a way to create suspense through virtual scratch cards. The feeling of not knowing what reward you’re going to get makes the app all the more interesting
  • Investment - Google encourages users to upload bill details such as Electricity Customer Number and rewards users every time they made a payment.

    All of these have led to increased frequency of usage, leading to viral growth of Google Pay.
What makes Trello a popular and widely liked task management platform:
  • Solves an underlying need: Provides business professionals a flexible and free way to organize plans and projects
  • Is innovative: Intuitively simple boards, lists and cards that allow a user to grasp the features without the need for a instruction demo
  • Simplicity of design: Fairly simplistic design that doesn’t clutter the interface with unnecessary features
  • Easy integration: It easily integrates with Outlook and has intuitive organization with labeling, tags, and comments.
Product could further be improved by providing export features e.g. allowing for generating and exporting progress reports to excel.
How Netflix ensures higher engagement of users with its content titles
  • Netflix’s goal is to get viewers to stream its content for as long as possible. Given that studies indicate that artwork influences 82% of the user's focus while browsing, Netflix makes it a point to customise artwork based on each user’s engagement with previous titles.
  • Netflix makes it a point not to use the original artwork of the film. Instead they use customised thumbnail artworks that change based on a user’s viewing history and preferences
  • Netflix uses Aesthetic Visual Analysis to pull out the best frames from each movie orTV show that would make for the most eye-catching thumbnail. The image recognition algorithms rank each movie frame on the basis of visual, contextual andcompositional parameters. The result is Netflix creating a database of artworks that are personalized to the user’s viewing habits, right down to the title font.
  • Each artwork so created tends to:
    1. Use close ups of emotionally expressive faces.
    2.Show villains instead of hero's
    3.Avoid frames with more than 3 people
  • This obsession with personalization and continuous A/B testing is what differentiates Netflix from the competition.
How Audible can improve the experience of buying and recommending an audio book through social features
Audible is a online audiobook and podcast platform owned by Amazon.
  • Book buying decisions, in large part are driven by word-of-mouth. However, the buying and recommending experience in Audible remains largely centered around in-app discovery and recommendations. Audible can improve the experience of buying and recommending an audiobook through social features:
  • 1. Audible Profile: Ability for users to create their profiles on Audible (showcasing their read and wish list libraries) and stay abreast with what their friends are reading. The feature would allow users to follow friends and family and effectively crowd-source audiobook recommendations.
  • 2.Book sharing and lending features: Users tend to buy more books if they can lend them to their friends. The norms of reciprocity dictate this behavior. If a user wants to be lent a book he or she must lend a book. There is a huge number of potential audiobook listeners who just don't know how wonderfullytransformative listening to an audiobook can be. This feature would help Audible acquire more users.
  •  3.Online book Clubs and Discussion Forums - Audiobooks might be the perfect medium for reviving book clubs, as audiobook readers are a bit fanatical by nature. The feature would help users better engage with the platform and the audiobook by allowing them to share their thoughts and opinions among a likeminded community.
  • These features will significantly improve the experience on Audible.