Outcomes

Original bank breaking barriers for small and medium-sized companies by offering investment and credit products (EIRELI, SLU and LTDA, companies with partners, a complex legal nature and often little prioritized).

+5M

78%

in the conversion rate

Successful digital bank, reached millions of users

83

SUS score (usability)

92

NPS for customers that got to the simulator

“I want to thank everyone for this ease of access to credit and speed. Yes, now I have better control of my business! I just want to say thank you".

Sérgio Oliveira, Original Business Client

★★★★★

Day 1 - Value proposition

Market analysis Day one of the project and noticed we didn't know much about this audience. So we went after market reports. It wasn’t much, but enough to have an idea of the market landscape. These are some numbers that got us thinking:

30%

Of Brazil's GDP is recognized by small businesses

the generation of formal jobs in Brazil

of the Brazilian salary mass​​​​​​​, comes from the small/average business

52%

40%

Process

As a team we did

UX Strategy

Stakeholder Interviews

User Interviews

My role

Product Design

😘 To help us with several discoveries, we started exploring hypotheses, creating a CSD matrix, because we wanted to understand, what kind of channel would make the most sense (Desktop or mobile), what kind of features, and of course the needs and complexity of a company with partners.

😎 I did a competitive analysis, which would help to show that: "the market offers a 100% free corporate checking account and with total fee-free banking transactions, a great input".

Day 7 - Stakeholders Interviews

Research & ideation

Time is precious in these workshops, so we had to have all of them in the room. Guilherme, the UX Designer Lead, mediated the conversation.

Problem

Apps and Internet Banking for companies are worse, complex and with few offers of products.

We decided to discover together the strategic vision of the product

They wanted to offer investment services to small businesses, but did it make sense?

Strategic Product Vision

Let's find out together!

😘 We wanted to present the value proposition from a UX point of view, understand the business challenges and understand people's roles in the process, pain points and business needs.

😎 I presented the competitive analysis study and wrote down everything interesting that they said (It's noisy and full of post-its).

Day 10 - Discover & Define

We needed to check that info through surveys. Now with the surveys responses and analysis, we wanted to understand the why's,

Here are some of snippets of those conversations:

Surveys & User Interviews

We invited 16 people that answered the survey to come to the office to talk to us.

"I like when the manager answers me when I need it on whatsapp, he understands my business and helps me get better rates".

"I don't know exactly how much I invoice at the end of the month and I need credit for my cash flow".

😎 I did some interviews, but I participated more as a listener (since we had 2 ux researches on the team).​​​​​​​

Day 40 - Strategic Point of View

Stakeholders meetings

At the same time we were building the strategic point of view together with stakeholders meetings, once a week for an entire thursday afternoon.

Subdivisions

We have gathered the main pains and needs to be subdivided into groups

We discussed the impact of each one for the client and for the company

How would we break the barrier in the short, medium and long term?

Impact

Deep

​​​​​​​😎 We discovered that small and medium companies don't have enough money to support themselves, imagine thinking about investments, I raised this point because it doesn't make sense to prioritize this at the beginning of the project (mainly tracing qualitative + quantitative data).

So, we set out to first build a solid base in the short term, offering credit services and in the medium/long term, actually offering investment services to this audience.

Barriers to break

Conclusion, after a lot of conversation and debate on the subject, we arrived at the 3 main barriers of companies​​​​​​​:

Time

Lack of time, a lot of bureaucracy

Lack of knowledge, financial guidance;

Lack of money, they operate in the negative and need credit.

knowledge

Resource

Day 50 - Design & Deliver

Converges - After the strategic process, we understood the solution (to start the project), which were:

Opening company accounts

Pre-approved credit even during the onboarding company accounts

We already had the base, but understanding which features would need to be considered

+ Credit mechanism (internal bank project)

Plataform Internet banking

Product Credit services

Progressive web app

Flexible to switch between channels, mobile and desktop, because the heavy lifting of legal documents was on the desktop and capturing selfies and liveness could be easier via cell phone (which was at the end of the process)

Conversation

The relationship is very important for this audience, as they believe that the bank manager will get the best rates and services, but this relationship is built over time.

We thought about fostering this relationship from the account opening process through conversation.

Overview

The proposed solution is:

Predictive (anticipating steps that the user would need to do or take, such as documentation, etc.)

Time savings (Consulting public information at the Federal Revenue and remove as much information as necessary)

Verification code sent via SMS

Flexible (PWA)

Highlights solution

Barriers being broken

Time

Time saving + Less information requested

Financial guidance, Originalidades content blog.

Easy access to credit via internet bank + onboarding process

knowledge

Resource

Blog content

Financial guidance, Originalidades content blog:https://www.originalidades.com.br/

Internet bank

Necessary adjustments to the internet bank legacy base for this legal nature (LTDA, EIRELI and SLU).

Usability test

We took feedback from some users to understand the experience gaps and these were some of the impressions:

• Direct;

• Innovative;

• Pratical;

• 83 SUS score (usability);