In-App NPS
In-app satisfaction measurement system at key moments in the customer lifecycle, independent of external store ratings, with automatic Play Store prompt activation for satisfied users.
- Company
- Aviva Crédito
- My Role
- Product Designer
- Period
- Feb 2026 – May 2026
- 3.8★ → 4.7★ Play Store rating (current rating vs. baseline)
- +474 new reviews (250 → 724 total, +190%)
Highlights
The experiment suggests that a well-designed NPS flow can turn user satisfaction into an acquisition asset. The store rating moved from 3.8★ to 4.7★ over the same period, which is consistent with better organic visibility and credibility with new users, and laid the groundwork for the NPS v2 strategy as a continuous app health monitor.
Key metrics
- Play Store rating3.8★ → 4.7★
current rating vs. baseline
- +474new reviews250 → 724 total, +190%
- 92.3%promoters4.5/5 NPS score
- 14.1%response rate1,068 of 7,597 eligible users
Problem
Aviva Crédito users had no structured channel to share their app experience, making it impossible to measure real satisfaction or generate organic Play Store reviews. The store rating stood at 3.8★, hurting app credibility and new user conversion.
Research
Experiment with 7,597 eligible users. We analyzed activation patterns, optimal prompt timing, and conversion flows to Play Store. The experiment validated that satisfied users were willing to leave a review if the process was immediate and frictionless.
Solution
I designed an in-app NPS flow with smart segmentation: promoters were redirected to Play Store, detractors to internal support. A single rating question followed by a contextual screen minimized friction and maximized conversion of satisfaction into reviews.
Learnings
1. NPS can be both a feedback channel and an acquisition asset: when the design routes promoters directly to Play Store, user satisfaction becomes organic visibility. These are not separate goals.
2. The trigger matters more than the channel: activating the NPS at the 5th payment (a moment of achievement and relief) explains the 92.3% promoter rate. The same mechanism in a neutral context would have produced very different results.
3. A single well-placed question is enough: the minimal-friction flow (1 rating question + contextual screen) achieved a 14.1% response rate across 7,597 eligible users without degrading the core experience.
Next steps
1. Evolve from a one-time mechanism to a continuous product health monitor — the experiment data shows that customers respond in-app with high receptivity; the next step is to leverage that receptivity to measure health by feature, not just external reputation. (See: In-App NPS v2)
2. Activate NPS at all 4 lifecycle moments — post-KYC, post first loan, renewals, and before payoff, with specific triggers for each stage.
Trigger moments
| # | Moment | Trigger | What it measures | Frequency |
|---|---|---|---|---|
| 1 | Post Onboarding + KYC | On reaching the disbursement waiting screen | Perceived quality of the application process | Only once (lifetime) |
| 2 | Payment slip generation | On successfully completing the 5th slip | Satisfaction with the core functionality | At most once a month |
| 3 | End of first loan | On confirming settlement | Global NPS — satisfaction with Aviva | Once per completed loan |
Golden rule: the NPS never blocks the flow. Users can skip it at any moment without consequences. Global cooldown of 30 days between appearances.