BYJUS
psychologyMy Role in the Product
Owned user feedback and retention strategy for BYJU’S, working at the intersection of product-market fit and post-sale customer journey. My mandate was to close the gap between what parents actually needed and what the product was delivering, identifying which product changes would drive business impact, and designing the post-purchase journey to maximise retention of onboarded customers.
warningProblem & Challenges
Declining Customer Retention : Retention rate had dropped to 30%, with a rising number of customers exercising the 15-day return policy.
Lack Of Personalised Learning : Parents wanted personalized learning paths, not the same generic video-based delivery every student received
Competitive Price Pressure : Direct competitors were undercutting on price while offering a comparable video-delivery model
TAM Under penetration : Product adoption was limited to Tier 1 cities, constrained by English-only content
architectureStrategic Execution
1Conceptual Clarity Framework
Designed a framework for personalized learning experiences, moving away from one-size-fits-all video content
2Retention Model
Built a model to engage learners more deeply in the post-delivery phase, targeting the drop-off window driving returns
3Cross-Functional Synergy
Coordinated Product, Sales, and Support teams to align on a consistent post-sale experience inside the product
4Direct Customer Research
Ran product demos with parents and students to surface real needs and prioritize the next round of improvements
workspace_premiumKey Outcomes
"Product pitch became standard for nationwide training. "