Understanding the user’s need, what they are looking for and how they access the service or product they are going to purchase, is essential during their shopping experience. We tell you about the case of qiip and how they achieve a satisfactory first impression from onboarding .
For companies that offer their products or services through platforms, one of the biggest challenges is the design of the browsing experience when a user accesses it for the first time. In fact, according to a study carried out by technology consultant Andrew Chen , applications are losing around 80% of users during onboarding and three out of four of them install an application and abandon it within three days due to lack of understanding. of the platform or attention on it.
How to attract users and improve their experience?
qiip is a digital platform with a presence in Mexico and Colombia, which seeks to provide tools that help people improve their financial well-being. To do so, they have a marketplace of products and services focused on understanding the needs of people and, in this way, offering them the solution that best suits them.
Its most outstanding services are: the financial well-being test , so that people understand the current state of their finances and the personalized coaching sessions by video call.
Being a completely digital platform, its biggest challenge has been to design an experience that articulates its promise of value with the impression that people have when they enter your application.
For qiip, the most important thing is to generate value for the user. Therefore, they interpret their data as an opportunity to build a long-term relationship.
Since its inception in 2019, they went from having 200 to 276,000 users in 2021, analyzing data and taking strategic actions through onboarding. Currently, 80,000 of its users have taken their products and services, and they have 92 partner companies.
“We implemented a strategy based on the scalability of people entering the platform, automating processes and walking towards digital transformation, combining data analytics with user experience,” Miguel Gaytán, qiip user experience leader, tells us.
To achieve this, they used the design thinking methodology as a guide towards the technological transformation of the company and tools such as dashboard , analytics , among others. This makes it possible to understand the user’s needs and where they arrive or get lost during the journey on the platform.
The key to your technological transformation process
1. Combination of research and analytics
Before developing a new product, they are concerned with understanding what the user’s needs are and wonder if there are prior personalized expectations that they must meet.
2. Implementation of agile methodologies
They are clear that their platform must be in constant change, that is why they work through goals and objectives that are periodically monitored. Confidence and assignment of tasks makes it easier for them to move projects forward.
3. Adoption of collaborative work
Saving information in the cloud and integrating tools for shared creation allows them to work in real time and from different countries.
What to take into account to improve the user experience?
For the success of a digital experience, Miguel Gaytán recommends:
- Build a long-term relationship with the user and their information.
- Minimize the amount of information requested from the user in the onboarding process or within the platform.
- Use metrics and analytics to experiment and test what is working and what needs to be improved.
- Manage the communication channels with the user and understand what each of them is for.
- Automate processes more and more. Thus, loads are released in operations and faster scalability is given.