Context
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Niyo was transitioning from a single-card account to a multi-card structure.
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Niyo was offering one free lounge pass per quarter, accessible at international terminals in India.
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The lounge operator granted users access to international lounges in India by swiping their Niyo card.
The Problem
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Inconsistent lounge experience on different Niyo cards due to banking partner preferences
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Escalating lounge costs with one free pass per quarter per card
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Lack of flexibility for reward-based lounge access
Solution
Phase 1 - Free QR code based lounge on the App
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Generate lounge pass
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View list and details of eligible lounges
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View nearby lounge
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View history of the lounge pass generated
Phase 2 - Spend based lounge
In Phase 2, we introduced a spend-based lounge access program, replacing the previous free QR code-based lounge service. To qualify, users must spend over INR 50,000 (through e-commerce or POS transactions) outside India within a calendar quarter. Upon meeting this threshold, they unlock one complimentary international lounge visit per quarter.
Impact
1. 5 out of 7 users reported the lounge pass generation through QR code ‘fast’ while 2 users reported lounge pass generation as more transparent compared with lounge access through card.
2. Lounge became the most clicked in the Quick Links in Nov overtaking currency converter.
This is a good start and user feedback is testimony to a lot of hard work that has been put in. Well done team..
CEO, Niyo Solutions
3. In the second phase, we launched a spend-based lounge access program, which led to a 90% reduction in overall lounge expenditure. Additionally, the percentage of international active users spending INR 50,000+ per quarter increased by 3%, while the average international e-commerce/POS spend per user grew by 16%.
Lessons learnt
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Clarifying goal and objective. We worked with the objective that moving free lounge from the card to the App does not result in customer escalations. Customers are easily able to discover the lounge pass. We configured a story card for 1 month as well as highlighted the lounge pass tool. However, this led to a very high costs as users redeemed the free lounge pass and was getting misused. It is important to clarify the objective of the feature.
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Prioritisation and focus. While I initially took on legal agreement and relationships with Collinson as part of the project, I learnt the importance of setting boundaries and prioritizing tasks to maintain focus and efficiency.