The Airport
Itinerary

Every rival card offered it. Lounges were overcrowded, inconsistent, and often unusable for family or smaller airports.

Eat, shop, or spa at 300+ outlets — tap the Scapia card, get 100% back as coins. Up to ₹1,000 at metro airports, ₹500 at the rest.

First-time users only knew "lounge" — so the line borrowed that familiarity, then stretched it to the size of the whole terminal.

Homepage, scrolled state, and the full outlet listing — every line written to explain a brand-new mental model without slowing anyone down.

Most users kept defaulting to lounge access — the only mental model they had. Support calls spiked as people tried to understand a benefit with no category precedent.

Every hook we tried compounded awareness but didn't move behaviour alone — proof the blocker sat downstream of messaging, in the product itself.

The upside: users who tried it even once became loyal, repeat users. The product worked — the first try was the wall.

The PM brought a new problem daily. Each one got fixed with product copy — not a new campaign.

UX copy for every screen, unique recommendations for 300+ individual outlets, the landing page, FAQs, launch copy, and social scripts — alongside PMs, growth, design, and supply.

One lever at a time — product fixes first, then retargeting and influencer marketing, then paid amplification once the product had earned it.

Building the product was half the job — making a feature nobody had seen before feel worth trying was the other half. A behind-the-scenes look at both.