Introduction

Cred is a very popular fintech startup founded in 2018. It is a free credit card bill payment mobile application. Available for download on iOS and Android platforms, it simplifies the bill payment process and rewards users for paying their card bills on time.

Cred rewards its users for paying credit card bills.

When you make credit card bill payments using the app, you are rewarded with CRED coins. You earn one coin for each rupee paid off on the bills and can use these coins to collect various rewards made available on the platform. These rewards include discounts while shopping from partnered merchants promoting their goods and services on the app.

User Segment

Based on user research surveys and interviews, I came across varieties of consumer types. I would like to divide them into segments based on lifestyle, demographics like age & occupation, usage, product benefits, events & timings. Let’s take a look at all types of audiences.

• Lifestyle: Consumers from urban, city-based lifestyles mostly use credit cards, so this segment might be the major part of the target audience.
• Product benefits: Consumers are looking for ways to improve their credit scores and get useful rewards. They are looking for what benefits a product is providing which will save time and money.
• Usage: consumers use the product or service for paying credit card bills.
• Events and timing: There are particular occasions, events, or times that consumers interact.

I am focusing on two user personas, which are a combination of all mentioned user segments. These personas might be the best examples to understand users’ needs and the core job of CRED.