EDITOR - WRITER - UX WRITER
EDITOR - WRITER - UX WRITER
Four years ago, I helped create Tribu Monotributo, a tax and accounting app for freelancers and professionals. I was in charge of the UX process for the landing pages and first features.
THE CHALLENGE:
The challenge was building a scalable bookkeeping app that helps users manage taxes in Argentina’s unstable economy.
THE TAX PROBLEM
The unstable economy and dollar gap pushed many freelancers into higher tax categories without them noticing, especially those earning in dollars.
OUR SOLUTION:
Our app alerts freelancers if they enter the “danger zone” before AFIP (Argentina’s IRS) does.
OUR MESSAGE:
“Stay ahead of taxes and avoid surprises.”
OUR CONTENT STRATEGY:
AFIP is the villain, so our app is the superhero—your assistant to stay ahead of AFIP’s tricks and avoid surprises. Our idea was to build content based on this “hero versus villain” dichotomy, mixing real characters (politicians) with fiction characters.
MY JOB:
• Interviewing beta users.
• Creating affinity diagrams for landing pages (Innvision).
• Defining user personas.
• Testing landing pages with Beta users (Balsamiq).
• Running Meta A/B campaigns for branding and interaction.
I also use a CRM and funnel tools to track leads and improve marketing.
I was excited by the inspiration from The Lean Startup: our content strategy would start with “word of mouth”. We also applied to Y Combinator 2021.
The project was ambitious. I built the content strategy from scratch and joined product development. The team included a tech-savvy project manager, a detail-oriented senior accountant, a senior developer, and me as a Content Product Manager.
“We give accounting superpowers.” We use comic-style and pop art images to bring this concept to life.
We were radical: AFIP was a villain, and we openly mocked it.
I created an A/B testing campaign to get Beta users for the first feature: an alert to avoid “upgrading category” or being "ejected from freelance status".
The winning campaign ;) “Just here, chilling and getting my taxes done”.
5,582 people reached for ad A, versus 13,484 people reached for ad B.
Our content strategy built awareness and interaction in 2 months. The “hero or villain” meme was a success.
We create memes with personalities from the Argentine political sphere to test their popularity among users.
Freelancers were our “stars”. The goal was to build a community, to make them feel part of a group.
We created a symbol for “freelancers” (Monotributista in Argentina): an “M” formed by the 3 central fingers.
Conduct interviews with Beta Users
Making Affinity Diagrams
Design the landing pages with the appropriate speech according to the analysis of the results of the interviews.