Rede do Bem
Rede do Bem

Rede do Bem

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Project start: Apr 2020 Timeline: 2 months Client: SumUp Services: UX, UI, User Research, IA & Data Analytics Platform: Responsive Website Mobile live prototypeDesktop live prototype

Context.

SumUp is a leading fintech company, operating across 32 markets on 3 continents. It is building a world where small businesses can be successful doing what they love, enabling 2 million merchants around the world to accept card payments in-store and online.

The challenge.

In the first half of 2020, we noticed that sales of our merchants started to fall. The economy of small businesses was strongly impacted by the Coronavirus crisis. In order to act quickly to try to propose solutions to this problem, we formed a volunteer team at SumUp to think about alternatives, and deliver a product that could help merchants to overcome this moment, providing access to new clients and generating new revenue streams.

Rede do Bem website
Rede do Bem website

My role.

I was the lead Product Designer, working closely with two Product Designers and a Product Manager, Developers, Data and Marketing team.

I worked on the discovery process, data analysis, research, sketches, prototypes, usability testing, final screens and copywriting.

Design tools.

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Miro

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Figma

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Hotjar

Design process.

The first thing we did was work on data mining to understand the size of the problem. To complement this information, we ran a user survey.

With the data in hands, we ran a Design Sprint with all the volunteers to align the problem and design solutions.

Remote Design Sprint
Remote Design Sprint

The idea was to create a business search platform by geolocation. I assembled the prototypes and followed the development with the team of engineers. We released it in a test market. We made improvements and changes after the release to improve the experience for customers and merchants.

Rede do Bem key visual
Rede do Bem key visual
Imagery style
Imagery style
Prototype screens
Prototype screens

Specific issues.

We had a great challenge to try to get the work right the first time. We wanted to positively impact our merchants’ business as soon as possible. So, we decided to reduce the scope and get rid of some features.

1 – Geolocation

The whole idea of the platform is based on geolocation. The customer should enter his address. The platform would show the nearest merchants, which would be displayed on the map. As we wanted to reduce scope, we changed the map to a list of results, listing the merchants closest to the address.

Map display and list view
Map display and list view

2 – Merchant details

We decided to not set up a showcase with the product and prices of each merchant. The main idea was to exhibit the merchant’s details and contact channels.

Merchant sign up and card details
Merchant sign up and card details

3 – Nailing CTA

What would the best CTA be for the consumer? The only interaction was a Whatsapp message, so we had to be very careful about it. At first, we have a lower than expected 2% click-through conversion. Was it a problem with the flow? Or was the CTA’s commitment too high? We did a search on Hotjar to get more information about it.

Hotjar pool
Hotjar pool
Before and after CTA buttons
Before and after CTA buttons

The results.

We managed to release the platform still in time to help merchants and consumers within the context of social isolation caused by the pandemic. It was a very important milestone for the team, and everyone felt very fulfilled with the release. The project was embraced by the company’s board, and now it has Growth support.

In the first 20 days, almost 600 merchants signed up. Also, we had 25k unique users, and 220 CTAS to start a conversation with a merchant.

Rede do Bem screens
Rede do Bem screens
Client using the mobile website
Client using the mobile website

See more.

Contact.

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email@fabiomichelan.com

Feel free to get in touch anytime.

Vila Mariana, São Paulo, SP

Phone: +55 (11) 99980 1441

© 2020 Fabio Michelan

Notion + Super ⚡️