Segmented experiences
Defined user groups receive tailored offers and flows.
Fintech and Web3FintechFlagship
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Easypaisa:hyperpersonalisedcontrolledtestingapp
An MVP app that serves tailored experiences to defined user segments and measures each group's response against a control.
Client
Easypaisa
Region
Pakistan
Practice
Fintech and Web3
Engagement
Easypaisa: hyperpersonalised controlled testing app
Easypaisa wanted to test personalised offers and experiences on controlled user groups before rolling them out to its full base — evidence over opinion.
Same offer, two groups, one clear winner — before launch spend.
Who the MVP informs
Product
See which personalised experiences actually move users versus a control.
Leadership
Rollout decisions backed by measured response, not slides.
Customers in test
Tailored experiences in defined segments — risk kept inside controlled groups.
What the testing app does
Control comparison
Each group’s response measured against a control.
Evidence pack
Product and leadership get results they can act on.
Contained risk
Prove lifts before full-base spend — aligned with personalisation benchmarks.
How we approached it
Treat personalisation as an experiment system, not a one-shot campaign.
Step 01 / 04
Define segments and control
Clear groups so results mean something when the test ends.
Step 02 / 04
Serve tailored experiences
The MVP app delivers the variants under test — not mockups.
Step 03 / 04
Measure response
Compare personalised cohorts to control before rollout.
Step 04 / 04
Inform the spend
Only scale what the evidence supports.
Outcome
Easypaisa can prove which offers work before rollout spend, keep risk inside controlled groups, and give leadership evidence instead of opinion.
The need
Easypaisa wanted to test personalised offers and experiences on controlled user groups before rolling them out to its full base.
What we built
An MVP app that serves tailored experiences to defined user segments and measures each group's response against a control.
Proves which offers work before rollout spend
Controlled groups keep the risk small
Gives product and leadership evidence, not opinion
Proof metrics
Industry benchmark
10–15%
typical revenue lift from personalisation
Source · McKinsey
Industry benchmark
71%
of consumers expect personalised interactions
Source · McKinsey
How to read the numbers
- Verified. Measured on the named deployment.
- Industry benchmark. Published third-party reference; our delivery tracked in line with them.
- By design. A property built into the product.
Related work
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