Boosting Repeat Purchases on Meesho

GOAL: The aim of this project is to increase Meesho’s repeat purchase rate by identifying key friction points in the user journey and designing solutions—such as flexible returns, faster refunds, verified product listings, and timely incentives—to build long-term trust and loyalty among Tier 2 and 3 customers.

Focus Area	What the Project is Doing
🧩 Problem Identification	Analyzing why Meesho has a low repeat purchase rate despite strong first-time traction.
👤 User Understanding	Creating personas (e.g., Tier 2 & 3 users) to understand motivations, needs, and behaviors.
💼 Jobs to Be Done (JTBD)	Identifying key user jobs—like buying affordable products and expecting seamless returns—to align product strategy.
🧠 First Principles Thinking	Breaking down user behavior into core drivers: affordability, trust, convenience, and perceived value.
🔍 Friction Point Mapping	Identifying pain points such as short return windows, slow delivery, and uncertainty in product selection.
💡 Solution Design	Developing the SmartBuy Loop Program with features like extended returns and instant refunds.
🎯 Goal	To convert one-time buyers into loyal, repeat customers through a user-first, trust-driven approach.