Digital Product Owner (DIY Journey Ecosystem)

Role Title: Digital Product Owner – Customer Onboarding Journey Ecosystem

Location: Mumbai, India

Reporting To: Head – Digital Client Acquisition

Type: Full‑time

Role Objective

Own and optimize the DIY digital journey ecosystem across account opening, onboarding, trading, and lifecycle management. Ensure seamless customer experiences, competitive benchmarking, CRM integration, compliance, and measurable business outcomes.

Key Responsibilities

• DIY Account Opening & Onboarding
• Monitor and own the end‑to‑end DIY account opening journey.
• Track completion rates, drop‑offs, and recovery strategies.
• Ensure frictionless KYC, onboarding, and activation.
• Competition Benchmarking
• Benchmark DIY journeys against top 5 brokers and fintech's.
• Map features, communication flows, and conversion tactics.
• Recommend enhancements to ensure parity and differentiation.
• CRM Integration & Drop‑Off Communication
• Ensure CRM is seamlessly integrated with DIY journeys.
• Automate communication to prospects who drop off mid‑journey.
• Monitor creatives, messaging, and feedback loops for effectiveness.
• Customer Communication & Engagement
• Own end‑to‑end lifecycle communication (prospects → active traders → retained customers).
• Monitor digital communication channels (email, push, in‑app).
• Ensure personalization and relevance of campaigns.
• Digital Trading Adoption
• Track how many customers are trading digitally.
• Monitor order volumes, frequency, and adoption metrics.
• Drive initiatives to increase digital penetration.
• Performance & Feedback Monitoring
• Test DIY journeys across desktop, mobile web, iOS, and Android apps.
• Validate app behaviour across different handsets and OS versions.
• Monitor speed, errors, and customer feedback to ensure reliability.
• A/B Testing & Data‑Driven Improvements
• Conduct A/B testing on journey steps, creatives, and UI/UX.
• Share results with management and implement changes backed by data.
• Customer Lifecycle Management
• Own the end‑to‑end lifecycle: acquisition, activation, engagement, retention.
• Define KPIs (conversion, drop‑off recovery, trading adoption, ROI).
• Publish regular reports to management on journey performance.
• Documentation & Testing
• Prepare and share detailed Business Requirement Documents (BRDs) with product, design, and engineering teams.
• Translate customer journey insights into clear requirements and acceptance criteria.
• Ensure all test cases are defined, shared, and validated before release.
• Collaborate with QA teams to monitor test execution and resolve defects.
• Governance, Compliance & Security
• Ensure DIY journeys comply with SEBI/RBI regulations and data privacy norms.
• Collaborate with compliance and risk teams to validate flows.
• Safeguard customer data and maintain trust.
• Customer Research & Usability Testing
• Conduct customer interviews, usability testing, and journey mapping.
• Use insights to refine UX and reduce friction.
• Cross‑Channel Parity
• Ensure parity across desktop trading platform, website, and app.
• Highlight gaps and drive changes across all digital assets.
• Stakeholder Communication
• Act as the single source of truth for DIY journey KPIs.
• Provide structured updates to leadership on progress, risks, and opportunities.

Required Skills & Experience

• 10 - 12 years in digital product management, customer journey ownership, or product lifecycle roles.
• Strong understanding of DIY account opening, CRM integration, and digital trading platforms.
• Proven track record in competition benchmarking, lifecycle management, customer communication, and BRD/test case delivery.
• Experience with A/B testing, analytics, and data‑driven decision making.
• Familiarity with Agile methodologies and backlog prioritization frameworks (RICE, MoSCoW).
• Knowledge of compliance, security, and data privacy standards.
• Excellent stakeholder management and communication skills.