Cadanapay
- Role
- Product Marketing, Mobile App Experience, Associate PM
- Sector
- Fintech
- Market
- United States
The Challenge
Cadana was building fintech products across global markets, but driving adoption required more than launching technology.
The organization needed to better understand customer needs, product experience, onboarding, adoption, utilization and go-to-market opportunities across different user segments.
My Role
I worked across multiple product-facing roles, contributing to product adoption, customer experience, product research, go-to-market execution, stakeholder coordination and market development.
What I Did
- Conducted customer and market research to identify product needs and opportunities.
- Gathered and synthesized user feedback to inform product improvements.
- Supported product adoption and utilization initiatives.
- Worked across product, design, marketing and other stakeholders to improve customer experience.
- Supported go-to-market activities, product demos and campaigns.
- Conducted research with freelancers and business users to understand their needs.
- Managed product surveys involving 200+ respondents.
- Supported market development across African markets.
The Outcome
- 10,000+users across African markets
- 65%increase in product utilization over six months
- 35%increase in active monthly users
- 20%reduction in user drop-off
- 30%increase in utilization from targeted initiatives
- 30%revenue growth from USD Savings
What I Learned
Product success sits at the intersection of customer understanding, execution, adoption and business outcomes.
I learned how to translate user insight into coordinated actions across product, marketing and business teams, and how to measure whether those actions actually changed customer behavior.