Bruno Vieira · Design Portfolio

iFood Benefícios

2023

Scaling B2B acquisition through self service

challenge

Improve the hiring experience for iFood Benefícios, making it easy and seamless for users to experiment and reach the activation phase, scaling client acquisition without compromising security.

how to solve

Removing the pay-first stage and improving the sign-up process to bring the user into the HR Platform, shifting the product to a product-led growth approach in acquisition and activation.

my role

Identifying problems and opportunities.
Conducting research and leading the design process.
Shaping growth teams’ long-term vision.

Overview

Context

To grow our client base, we're tasked to scale client acquisition through a self-hiring journey

In 2023, iFood Benefício shifted its focus from retention to growth in new clients and revenue. As the only channel for micro and small enterprises (MSEs) with up to 30 employees to hire iFB, Self Sales played a central role in the strategy.

Self Sales

Platform

Grants access

Old Version

From acquisition to complete activation, the user went through 10 high-level steps, spamming across Self Sales and Platform

Business Goals

Focusing

on

micro

and

small

enterprises

(MSEs)

as

part

of

our

growth

strategy

presented

both

significant

opportunities

and

challenges.

Our

high-level

goals

were:

1.Scale new clients acquisition

Acquiring more clients rapidly was essential for increasing benefit distribution, as our target market limited how many customers we could reach.

2.Increase number of customers

Since we couldn't control individual voucher amounts, growing our customer base was the key lever for revenue grow

3.Boost benefit funds distribution

As our revenue came from transaction fees, the total amount of benefits distributed to customers became our ultimate growth metric.

The Problem

Requiring payment tooRequiring payment too

early in the user journeyearly in the user journey

causes us to lose 80% ofcauses us to lose 80% of

potential clients at this step, potential clients at this step,

severely impacting ourseverely impacting our

overall conversion rate.overall conversion rate.

Jul23

Discovery

Research

Through user interviews, surveys, benchmarking, and data analysis, we investigated why users were abandoning the process at the payment step.

Hotjar survey

Of 27 detractors, 16 said the payment was the reason for the bad rating.

Hotjar survey

Of 27 detractors, 16 said the payment was the reason for the bad rating.

Hotjar survey

Of 27 detractors, 16 said the payment was the reason for the bad rating.

User interviews

We talked with 6 users that had dropped out of our flow at the payment step more than 20 days prior.

User interviews

We talked with 6 users that had dropped out of our flow at the payment step more than 20 days prior.

User interviews

We talked with 6 users that had dropped out of our flow at the payment step more than 20 days prior.

Benchmark

When comparing our product with competitors, we observed players like Caju had a short and simple sign up and utilized guided onboard.

Benchmark

When comparing our product with competitors, we observed players like Caju had a short and simple sign up and utilized guided onboard.

Benchmark

When comparing our product with competitors, we observed players like Caju had a short and simple sign up and utilized guided onboard.

Consolidating

Based on our research, we identified the key problems and corresponding opportunities to address them.

Problems

Being required to pay before having access and getting to test the real products (HR Platform and Card) raises uncertainty and generates anxiety.

Money is a limited resource and serious issue for MSEs. The smallest the company, the critical it is to move funds.

Opportunities

Grant access to the user after sign up, allowing them to experiment and play around with the product before committing financially

Businesses have a financial routine with a monthly window to distribute benefits, that often doesn’t correspond with when they try to hire iFood Benefícios.

Align the moment we require the client to pay with the users' journey and ways of doing

The password creation feature was somewhat disconnected from the main flow, representing a gap to users’ first access.

Simplifying the sign-up process and redirecting the user already logged in after completion, guaranteeing first access to the platform.

The payment step also acted as a barrier to prevent financial losses from ill-intended users that could issue endless cards, which had a high cost of production and logistics.

Replace the payment for a better proportionated security measure that wont represent a barrier to the user

How might we

…create a seamless hiring and onboarding experience that allows users to explore the platform and its benefits, while ensuring security measures that protect the business from potential losses?

Designing

co-creation workshop

I facilitated a workshop with over 20 participants

Our mission was to map potential risks and impacts on other product teams, develop a solution incorporating all stakeholders' input, and gain buy-in from key decision-makers to unlock prioritization—which had been one of our main obstacles.

Proposed Solution

01

Simplified sign up UX

We removed the payment step for new leads, moving the activation moment into the Platform so users could access and explore the product before committing.

Self Sales

Platform

Grants access

Step relocated

02

Set card limit to clients coming from Self Sales

In collaboration with the Platform team, we implemented a 50-card limit for companies acquiring through Self Sales.

03

Password creation relocated to sign up flow

To create a smoother sign up experience, we integrated password creation directly into Self Sales, eliminating the risk of users missing the email link.

04

Redirect user already logged in

To ensure users would access the platform after completing sign-up, we implemented email validation that enables automatic login—allowing us to nurture them through activation.

Scaling B2B acquisition through self service

challenge

how to solve

my role

Overview

Context

To grow our client base, we're tasked to scale client acquisition through a self-hiring journey

Old Version

From acquisition to complete activation, the user went through 10 high-level steps, spamming across Self Sales and Platform

Business Goals

Focusing

on

micro

and

small

enterprises

(MSEs)

as

part

of

our

growth

strategy

presented

both

significant

opportunities

and

challenges.

Our

high-level

goals

were:

1.Scale new clients acquisition

2.Increase number of customers

3.Boost benefit funds distribution

The Problem

Discovery

Research

Through user interviews, surveys, benchmarking, and data analysis, we investigated why users were abandoning the process at the payment step.

Hotjar survey

Of 27 detractors, 16 said the payment was the reason for the bad rating.

Hotjar survey

Of 27 detractors, 16 said the payment was the reason for the bad rating.

Hotjar survey

Of 27 detractors, 16 said the payment was the reason for the bad rating.

User interviews

We talked with 6 users that had dropped out of our flow at the payment step more than 20 days prior.

User interviews

We talked with 6 users that had dropped out of our flow at the payment step more than 20 days prior.

User interviews

We talked with 6 users that had dropped out of our flow at the payment step more than 20 days prior.

Benchmark

When comparing our product with competitors, we observed players like Caju had a short and simple sign up and utilized guided onboard.

Benchmark

When comparing our product with competitors, we observed players like Caju had a short and simple sign up and utilized guided onboard.

Benchmark

When comparing our product with competitors, we observed players like Caju had a short and simple sign up and utilized guided onboard.

Consolidating

Based on our research, we identified the key problems and corresponding opportunities to address them.

How might we

…create a seamless hiring and onboarding experience that allows users to explore the platform and its benefits, while ensuring security measures that protect the business from potential losses?

Designing

co-creation workshop

I facilitated a workshop with over 20 participants

Proposed Solution

01

Simplified sign up UX

02

Set card limit to clients coming from Self Sales

03

Password creation relocated to sign up flow

04

Redirect user already logged in

Results

Key-results

Our biggest impact to the company’s results were:

10x

increase in new clients/month

ATH