Objective: Increase Meesho's Tier-3+ user weekly retention from 25% → 40% in 6 months by solving trust, engagement, and habit formation gaps through a gamified rewards system.

Timeline: 12-week phased rollout (Closed Beta → Tier-3 Launch → National Scale)

Problem Solved: Only 25% of Tier-3+ users returned weekly. Research revealed broken trust (66.7% quality complaints), no loyalty incentive (44.4% used app "rarely"), and strong offline competition. Users had no reason to return after the first purchase.

Solution Built: Designed Meesho Rewards—a points-based gamification system with 4 loyalty tiers (Basic → Loyal+) that rewards purchases, reviews, and referrals. Points convert to instant discounts, creating habit loops that make Meesho feel cheaper and more valuable over time.

Tools and Approach Used: Figma and Lovable (prototyping), Google Sheets (RICE prioritization, cohort analysis), User Research (21-person survey via Google Forms), Competitor Analysis (Amazon, Flipkart, JioMart benchmarking), Perplexity Deep Research, ChatGPT, Canva for Deck Creation

Process: Conducted primary research (21 Tier-3 users) + secondary research (review mining + social platforms) → Identified 9 pain points → Prioritized solutions using RICE framework → Built full product spec with user flows, growth loops, OKRs, and phased GTM strategy → Prototyped high-fidelity rewards dashboard with Lovable.

Key Features:

Earn points for purchases, reviews, referrals (credited after return window to prevent abuse)

4-tier loyalty system (Bronze/Silver/Gold/Loyal+) with escalating benefits

Points auto-apply as discounts at checkout (instant value perception) (Option to deselect reward points as well)

Streak-based engagement + expiry nudges for re-activation

Rewards dashboard showing points balance, tier progress, vouchers, and transaction history