Enhancing User Retention for Borome's Loan App

Borome exists to provide instant loans to low income earning workers living in Nigeria. As long as you have a steady income and a bank account, all you need to do is sign up, completed your KYC profile and get access to instant loans based on your “loan credit profile”.

Based on this finding we sought to introduce a bill payment feature on the app, By integrating bill payments directly into the Borome app, we aimed to reduce the friction associated with managing multiple financial services and increase user loyalty.

To further increase user retention we also Improved the User Interface of the home screen

Job To Be Done : Integrating Bill payments features

I want to purchase airtime from mobile telecoms companies

I want to renew my television subscription

I want to purchase Data/Internet from mobile telecoms companies

I want to pay for my electricity Bills

Integrating the bill payment feature to borome led to increased product usage by existing users by 40.5%

The Integration of the bill payment feature resulted in a 20% reduction in negative app store reviews within the first month of launch

Offering bill payments led to a 21% increase in loan applications and increase in loan disbursements

I joined the product team at a point when the company decided to add the payment feature and It was interesting to see how adding the bill payment feature had such a huge impact on product usage and user retention as a whole. We tracked analytics using Hot jar and Customer calls from the Support team