[RUSSIAN] Mini Case Study: Функция "Отправить билет" в Kaspi Travel

Context

• Kaspi.kz — Kazakhstan's largest SuperApp that started as a traditional banking payment solution
• 14M MAU (Monthly Active Users)
• 9.1M DAU (Daily Active Users)
• 65% DAU/MAU ratio — one of the highest engagement rates globally
• 68 transactions per month per active user

Kaspi Travel in numbers

• Launched in 2020 through Santufei acquisition
• >50% of all travel spending in Kazakhstan goes through Kaspi Travel
• 302% YoY GMV growth (Q3 2024)
• Take rate: 7.9% of transaction value

Problem and Hypothesis

Problem

User research revealed

• 73% of flight ticket buyers purchase tickets not just for themselves
• 45% experience difficulties sharing ticket information with travel companions, according to UX research findings
• 28% take screenshots and send them via messengers, based on supplementary UX research
• Coordination time: average 12-15 minutes post-purchase

Hypothesis