EDITOR - WRITER - UX WRITER
EDITOR - WRITER - UX WRITER
Content strategy for new app for Bookkeeper as a service at scale for self employers and professionals. UX process for landing Pages and first app features.
THE DESIGN PROBLEM:
Find the intersection between the objective of a lean start-up project to create a mobile application as a scalable bookkeeping service in Argentina, and the needs of users handling of their taxes, in a context of eternal crisis and general instability.
THE DESIGN SOLUTION:
My priority in this case was not to prototype the application, but to build the communication argument 1) to reach followers in social networks, 2) to find beta users to test the main features of the application, and 3) to reach out potential customers through the landing pages.
Further, the developer team used well known UI design patterns to present a variety of information sets to the users, for them to understand and appreciate the designs that are familiar with and focus on what was relevant and needed to be found out. Therefore the efforts of UX were directed towards the search for a message for the potential customers and not the discovery of the UI design.
My work consists in 1) generating interviews with beta users, 2) generating affinity diagrams to find the right speech for the landing pages that sell the service, 3) generating different types of "user persona" for the different "features" of the application. 4) Testing landing pages using balsamiq
Finally, use a suitable CRM and other “funnel discovery” tools to manage the customer database and optimice the marketing content campaigns.
I started collaborating on this project, excited by the Lean start up inspiration. The initial communication strategy was word of mouth.
The project was perfect for creating a UX strategy from the beginning; for communication and product development. Teamwork was encouraging: a project leader, main conceptual preacher lean star up and technology expert with a strong commercial orientation, a senior accountant very dedicated to detail and a senior developer, 100% dedicated to the creation of the app.
We launched a campaign searching for beta users with A / B testing on Facebook and Instagram posts.
An A / B testing was created with two different creatives to get Beta users for the first feature of the app: the display of the remaining amount of billing to avoid being expelled from the self employers regime.
The winning campaign ;)
The Facebook ad platform allows you to test campaigns on their creative, audience, placement or delivery optimization. In that case, I choose to test the creative: the performance was 5,582 people reached for ad A, versus 13,484 people reached for ad B.
People reached: 5582
People reached: 13464
The main proposal of the content strategy was to represent the added value in the app: to facilitate the management of taxes through its features. The way to get the idea of "facilitating management understood” was with the message "we give accounting super powers". We use comic images and pop art as a resource to visually represent this idea.
Since launching in 2 months and with an average monthly budget of 20 USD, we have grown by 1,300 followers and more than 500 likes in some publications.
We create memes with personalities from the Argentine political sphere to test their popularity among users.
The star format was used to frame the different professions of self-employers in Argentina.
We create a symbol for self employers community. I propose this idea to "create a community”: the "M" formed by the 3 central fingers. This idea was launched too soon when our social profiles did not yet have enough followers. The idea was funny but it was launched at the wrong time.
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.