Klarna’s app offers a wide range of shopping and payment features, but most users only engaged with one or two. To increase MAU and ARPU, we needed to drive “product stacking”—encouraging users to return regularly and adopt more tools over time, from wishlists and delivery tracking to budgeting and price drop alerts. The challenge was building a scalable education engine that felt timely, relevant, and easy to act on.

I led the creation of Klarna’s first evergreen lifecycle content series, focused on post-onboarding feature education. Using behavioral and segmentation data, we designed modular messaging by user type, Entry, Power, and Standard, and surfaced the right features based on usage patterns and lifecycle stage.

• Built modular content tailored by user segment and lifecycle behavior

• Rolled out flows across CRM, in-app content cards, and web

• Localized creative across 18 markets in partnership with regional teams

• Collaborated with product, CRM, and brand to optimize content mix and timing

• Continuously tested messaging, creative, and triggers to increase repeat app engagement

Getting users to return and explore more requires more than just reminders, it takes relevant, well-timed nudges that connect user behavior with value. This campaign showed me how thoughtful education, especially in financial apps, can deepen engagement, increase MAU, and unlock long-term growth.