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
Jul23
Discovery
Research
Through user interviews, surveys, benchmarking, and data analysis, we investigated why users were abandoning the process at the payment step.
Consolidating
Based on our research, we identified the key problems and corresponding opportunities to address them.
Problems
Opportunities
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.
Results
Key-results
Our biggest impact to the company’s results were:
10x
increase in new clients/month
sep 23 vs apr 23