Retention RCA
A mixed-method research project to uncover root causes behind uninstall behavior and identify strategic retention levers.
App name / Client
Bajaj Finserv
Category
UX Research
Industry
FinTech
Overview
As part of Bajaj Finserv’s Product & Design team, I led a Retention RCA (Root Cause Analysis) initiative to deeply understand why users uninstall the Bajaj Finserv app and what product interventions could reduce churn.
This project combined user interviews, behavioral analysis, uninstall cohorts, asset-level insights, and product usage patterns to identify actionable levers to improve retention and reduce uninstall rates.
The final outcome helped the team re-align feature prioritization, communication strategy, onboarding, and product experience fixes based on the real reasons users leave.
Problem Statement
The Bajaj Finserv app shows a significant volume of uninstalls within key customer segments, especially users who:
Install but do not complete onboarding
Use only a single service (e.g., EMI check, credit card bill, wallet)
Drop off after loan closure
Face friction in app navigation or value perception
The goal
Identify primary reasons for uninstalling the app and map them to strategic retention opportunities.
Research Objectives
The study focused on answering four core questions:
What triggers users to uninstall the app?
Which segments are most likely to uninstall?
What value do uninstalling users seek and where are we failing?
What product fixes and communication strategies will increase retention?
Research Objectives
A structured Root Cause Analysis model was used with:
Telephonic In-depth Interviews (IDIs)
30+ users from diverse demographics
Across different categories (NTB, ETB, loan users, EMI card users, inactive customers)
Uninstall Cohort Analysis
Usage behavior before uninstall
Feature dependency
Last activity on the app
Tenure of app usage
Experience Mapping
Onboarding friction
Perceived value vs. actual usage
App performance concerns
Trigger events leading to uninstall
This mixed-method approach helped validate qualitative insights with quantitative uninstall patterns.
User Segments Interviewed
The uninstalling users primarily fell into these segments:
Salaried professionals
Self-employed users
Loan applicants / active loan owners
Users checking EMI schedules
One-time value seekers (e.g., interest rates, pre-approved offers)
Most users belonged to a younger 25–40 demographic, comfortable with digital finance but sensitive to friction, data usage, app speed, and privacy concerns.
Usage Behavior Before Uninstall
A large portion of uninstallation happens after a specific task is completed, such as:
Checking EMI details
Downloading statements
Exploring loan eligibility
Paying credit card bills
These users don’t perceive ongoing value for daily or weekly use.
Insight
The app is seen as task-based rather than a financial companion, reducing long-term engagement.
Asset Value Alignment
Data showed uninstalling users often:
Have low-value assets (no ongoing loans, no EMIs)
Completed a one-time task and didn’t see future value
Are unaware of the full product ecosystem
Insight
Users with fewer active assets show a higher risk of uninstall since utility becomes limited.
Uninstall Triggers
Based on interviews, uninstall triggers fell into 5 categories:
One-time Purpose Achieved (highest frequency)
“I checked my EMI details and had no further use for the app.”
App Performance & UX Issues
Slow load times
Confusing navigation
Too many features cluttered together
Irrelevant Notifications
“Too many promotional messages. None of them felt relevant to me.”
Perceived Data/Storage Consumption
App size
Background data usage
Battery impact
Trust & Security Concerns
Users unsure why certain permissions were needed
Low clarity on data usage
Key Findings (Summary)
Majority of uninstalls happen after task completion.
Perceived value is short-term and transactional.
Navigation and UI complexity leads to early frustration.
Notifications feel overwhelming and irrelevant.
App performance issues erode trust quickly.
Users don’t understand the full ecosystem of services.
Competitor apps set stronger expectations for usability and rewards.
What Should the Product Team Do? (Recommendations)
Rebuild Value Perception
Highlight ecosystem services during onboarding
Provide “Daily/Weekly financial tools” to increase frequency of use
Reduce Friction in Navigation
Simplify discovery
Reduce cognitive load through decluttering
Create category-based journeys
Personalize Notifications
Lifecycle-based triggers
Segment-specific communication
Eliminate generic spam-like notifications
Improve Performance
Reduce app size
Optimize load time
Background operations efficiency
Build Retention Hooks
Rewards for engagement
Value-based nudges
Smart reminders for bills, EMIs, offers
Build Trust with Transparency
Clear permission rationale
Data usage education
Security-first communication
Final Impact
The Retention RCA created clear direction for:
Retention strategy
Onboarding redesign
Notification framework overhaul
Journey simplification
Performance optimization roadmap
User education modules
This RCA is now being used across product, design, and marketing teams to build a more sticky, intuitive, and value-driven financial app experience.
