01 · THE HIDDEN LINE ITEM The hidden P&L line in every mobile product. Every consumer app in India has a number it doesn't put on its dashboard: the percentage of users who intend to log in but never actually do. Somewhere between intent and "logged in," a quarter of the funnel evaporates — typing a number, waiting for an SMS, switching apps, retrying when the OTP fails, abandoning when it fails twice. This isn't a UX problem. It's a P&L problem masquerading as a UX problem — and most...