From eligibility to recurring revenue.
Owned product detail, eligibility, activation, and lifecycle experimentation for a hardware-plus-service journey, then instrumented the full funnel.
- 33.4K → 64KCustomers in five months
- +60%Promotion purchase rate
- +9.3%Conversion test
02 / Operating system
Home internet customer journey
- 01Qualify
Confirm service and address eligibility.
- 02Purchase
Connect the offer to a clear checkout.
- 03Activate
Coordinate hardware and service activation.
- 04Retain
Use lifecycle signals to grow retention.
03 / Problem
The constraint behind the outcome.
A new recurring-revenue product had to make service eligibility, hardware fulfillment, activation, and lifecycle value feel like one customer journey.
04 / Decisions
The product choices that shaped the system.
- 01
Make eligibility the first confidence-building moment.
- 02
Instrument the complete path from offer view through activation.
- 03
Use lifecycle signals as product inputs, not only marketing triggers.
05 / Tradeoffs
The boundaries that made it operable.
- Earlier eligibility checks reduce dead-end checkout but add friction.
- Hardware and service ownership creates more operational dependencies than a pure digital plan.
06 / Evidence
What the evidence can—and cannot—support.
Customer and test results are owner-supplied portfolio outcomes. The derived growth rate is stored separately and is not repeated here.
- Owner-reported outcomeCustomers in five months
Mint Home Internet customers grew from 33.4K to 64K in five months.
- Neel Jaiswal
- Owner-reported outcomePromotion purchase rate
A Home Internet promotion increased purchase rate 60%.
- Neel Jaiswal
- Owner-reported outcomeConversion test
A Home Internet conversion test produced a 9.3% lift.
- Neel Jaiswal