FinTech — SaaS
Yaydoo porCobrar: +40% New Users in 30 Days
UX redesign for Yaydoo porCobrar, a 2-year-old financial logbook product. Improved user experience drove +40% new user growth in 30 days.
- Impact
- +40% new users
- Timeline
- Product in 4 months
Yaydoo porCobrar is a product that had been on the market for 2 years at the time we went into action. Improving its user experience and making more companies want to use it as their financial logbook was a big challenge considering that we had 3 months to have tangible results.
Restructuring a great product
Yaydoo forCharge was the company's first product-market-fit product and restructuring it was an imperative need. But how to improve the user experience without affecting the existing users who were already accustomed to using it? was our first concern.
I want to grow as YaydooResults
- +20% weekly registrations.
- +15M USD transacted in first quarter of its upgrade.
- +33% retention once Freemium ends.
The team
- 6 developers
- 1 UX/UI designer
- 1 Product Designer by Comandos
- 1 User Research
Understanding Yaydoo porCobrar
Getting ready: Where are we? and What will we need?
Yaydoo forCharge had a big problem: all the teams involved in its development did not collaborate effectively with each other. In addition to the lack of a clear user-persona and service blueprint, it made all the efforts to grow the product like plowing through the sea. All this context occurs at a time when Yaydoo raises its Series A of USD 20M and Yaydoo's workforce grew +140% in less than 7 months — we knew we had to act quickly to grow conversion, usability of porCobrar and above all user retention.
Where to start?
The weather towards the finish looked tricky, but we put on our climbing gear and focused on 3 key opportunities:
- Product Adoption: : Start by mapping all errors and bugs that were reported by users.
- Retention: : What are the necessary jobs-to-be-done? What was the first aha! moment?
- Usability: : How much could we improve user usability so that the end user would dare to try another Yaydoo product?
STEP 01
Define a proto-persona + user journey
We defined a North Star Metric and clear work processes that allowed us to align Product, Engineering, Marketing and Customer Experience to define the obvious: what real problem are we solving? Who? Are we aware of the user journey and jobs-to-be-done?
STEP 02
Constant experimentation and iteration
Working as a SEAL Elite team, we started creating experiments and a lot of user research. Many of the experiments did not come to fruition but left us with invaluable user insights; with a Design System in place and increasingly anti-fragile, we became truly Agile.
Our focus: to take the key points of the user-journey and make them super transparent in the information to be managed and super easy to use.
This was the result of 10+ experiments and tests with users. We created a habit of taking one day a week to talk to users. This also helped us to restructure our whole pricing scheme after interesting findings.
Metrics can mislead you if you don't know how to approach them or focus on vanity metrics. Some of our key metrics are measured by tasks we needed the user to do to discover the Aha moment in less than 30 days. Here is a random example from the extensive iteration process of this product.
A great result in a very short time
It took us about 6 months to build the product, but within the first 3 months we could already see the first changes — after 15 iterations we were able to improve the Product-Market-Fit. Although it took several weeks of iterations and experimentation, we managed to increase retention by 33%.
A restructured product that earned its growth
- +40% new user registrations
- In the first 30 days after the porCobrar redesign shipped.
- +15M USD transacted
- In the first quarter after the porCobrar upgrade.
- 45% retention in free plan
- Users kept using porCobrar after their freemium window ended.
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