The Executive Summary
Transforming a 12M User “Video App” into a Daily Lifestyle Ecosystem
Ecosystem Orchestration | Center of Excellence (COE) | Cross-Border Governance | Retention Mechanics
EXECUTIVE SUMMARY NOTE: Due to strict NDA protocols and data privacy governance, the public version of this case study is a high-level summary.
Deen by Prudential
Deen is a Muslim Lifestyle Superapp serving 12M users, combining essential utilities with community-driven lifestyle content and insurance services.
I led 3 international squads (Shenzhen, KL, Jakarta) to pivot the product from an “Event-Based” video platform to a high-frequency daily utility, unlocking the RM288M “Unmet Needs” market.
Role
Head of Product Design (COE)
The Scope
Lead & Managed 3 International Regional Squads (Shenzhen, KL, Jakarta)
The Problem
High Acquisition (Videos) but Low Retention. Users came once a week for celebrity shows but ignored the app features (The “WAU vs DAU” Gap)
Gathered Insights
Users viewed Deen as entertainment, not utility. To build an insurance funnel, we needed to capture their daily routine’s needs & habits.
The Strategy
“Dual-Engine” Pivot. We kept Video for the “Hook” (Acquisition) but built a “Smart Dashboard” for the “Habit” (Retention)
The Solution
A Modular “Smart Dashboard” allowing users to pin context-aware widgets (Prayer, Qibla, Duas), turning the app into a personalized daily companion.
Operational Model
Established a “Global Core, Local Shell” governance. Shenzhen built the code (Core); KL/Jakarta defined the culture (Shell)
The Results
12x Improvement in Agent Funnel Efficiency
80% increase in Daily Retention
Full Case Study
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