Raabia Thakur

• 50% — Time To Configure Market-specific Campaigns
• 30% — Admin Page Load Time

The legacy admin portal was tightly coupled and struggled to scale as the B2B app expanded globally.
Performance issues increased with market complexity, and customizations for individual markets became slow and error-prone. A single change often impacted unrelated modules, making releases risky and limiting the business’s ability to launch market-specific features efficiently.

Contributed to the product definition and revamp of the admin platform by helping transition from a monolithic system to a modular, service-based architecture. Each major capability, like order management, sales targets, promotions, tiers, and referrals, was designed as an independent service. This enabled better performance, clearer ownership, safer releases, and easier customizations for individual markets while maintaining global consistency.

• Improved admin portal performance and scalability across 19 markets
• Faster rollout of market-specific features
• Reduced dependency between modules, enabling safer and frequent releases
• Better operational control for regional business teams

• 25-30% — Feature Adoption Rate (AI Workflows, Automation Rules)
• 1.5x — Weekly Active Users on the Kwanzoo Platform
• 30% — Manual Workflow Steps Reduced

Kwanzoo collects signals from multiple sources website activity, intent data across the web, integrations, and external tools and these signals are clubbed together into a single Signals Hub . Teams struggled to understand which signals actually mattered, how to prioritize leads, and how to act on them quickly. Most customers relied on manual workflows, which caused delays and inconsistency.

I led the effort to simplify and operationalize signals by defining a unified AI-powered product framework that brought disparate signals into a single, actionable system. This involved clearly defining signal taxonomy, priority logic, and AI-driven automation rules.

We scoped an MVP that guided workflows for common use cases, and documented everything through PRDs, epics, and user stories with clear acceptance criteria. We paired this with experimentation and A/B testing to validate which workflows drove adoption, continuously refining the experience based on customer feedback.

Reduced manual effort and increased feature adoption across customer accounts.

AI-powered workflows enabled the customers to drive end-to-end automations from capturing signals to running marketing campaigns with minimal manual intervention.

• 15-20% — Free Trial to Paid Subscriptions
• 1.5x — Plan Upgrades and Expansions

The Kwanzoo platform supported multiple products, but pricing for all products was difficult to manage and didn’t map cleanly to how customers actually used the products. Some customers underutilize features, while others hit limits too quickly, leading to friction and missed revenue opportunities.

Sales teams also needed clearer packaging to position value during demos and onboarding.

I redesigned the pricing and packaging approach around a credit-based model tied directly to usage and value.
This required defining clear entitlements, usage caps, and overage logic, while keeping the model simple enough to understand.

I worked closely with sales, marketing, and engineering to ensure pricing logic was consistent across the product, documentation, and GTM materials. The result was a flexible system that supported multiple products, encouraged healthy usage, and allowed customers to scale without renegotiating contracts or rebuilding pricing logic.

Enabled flexible monetization, improved conversions, and supported multi-product expansion.
Easier free-to-paid conversions without friction.

True Balance is a fintech app that operates loan and utility bill payments. It is a 1-stop solution for all the financial needs of the users. The target is to empower the following billion users and fulfill their financial needs.

My Role:
• Define product requirements for payments to the complete market launch
• Run the final acceptance test of the product
• Make the UI/UX and wireframes
• Create the user flows and user stories
• Establish the product roadmap
• Regular backlog grooming and sprint planning
• Review product designs
• Complete documentation

The utility payments helped acquire a new user base for True Balance and increased the user base by 50%.

True Balance is a fintech app that operates loan and utility bill payments. It is a 1-stop solution for all the financial needs of the users. The target is to empower the next billion users and fulfill their financial needs.

My Role:
• User research for the referral program to increase the number of loan transactions and competitive analyses of other referral programs
• Sprint planning for the product, roadmap
• Marketing campaigns to boost user traffic and increase the number of referrals
• Data analysis and user surveys to increase the referral usage

An online streaming video platform, HOOQ—a joint venture of Singtel, Sony Pictures, and Warner Bros—that was created to distribute and deliver Hollywood movies, television series, and local programming to the Asian markets.

My role:
• Wireframing for the Amazon Fire TV integration
• API integration
• Requirements
• User stories
• Acceptance testing
• Marketing campaigns to launch the product
• User research
• Competitive analysis
• Data analysis after the launch
• Iterative sprints for improvements

This integration increased the HOOQ user base by 20% and increased revenue by 20-30%.