NachoNacho:
B2B SaaS Marketplace

This project is being updated based on user research, stakeholder reviews and other factors. As a result, there may be differences between the information presented in the case study and the live product.

NachoNacho is a San Francisco-based B2B SaaS startup.

NachoNacho is a B2B SaaS application that helps businesses and freelancers consolidate and control all their subscriptions in one account using virtual credit cards, and buy new subscriptions at substantial discounts. NachoNacho is also a new user acquisition channel for SaaS vendors through their marketplace.

As part of the team, I contributed to the redesign of the SaaS app. This involved conducting extensive research to identify bottlenecks hindering growth and creating designs to enhance both the functionality and aesthetics of the app, thereby driving its overall growth.

I worked with the lead designer, marketing lead and engineering team to improve the user experience of the app.

I conducted a UX audit of the app, analyzing it in comparison to competitors, and identifying our weaknesses and opportunities for growth.

1. Onboarding users posed a problem due to a lengthy Know Your Customer/Know Your Business (KYC/KYB) verification process that was integrated into the sign-up process. Consequently, this resulted in high churn rates among potential users.
2. The creation process of our virtual credit card, NachoCard, was inefficient and involved navigating through multiple pages.

The challenge with the lengthy KYC/KYB process arose from the mandatory information requirements required by our bank partner. This means that we need to get all mandatory information while making the process seamless and less cumbersome.

• We streamlined the onboarding process by separating the KYC/KYB verification from the sign-up process, ensuring users are onboarded onto the app before requesting identity verification.
• We redesigned the process to be more intuitive, providing users with a sense of progress as they fill out the form.

Users were given the opportunity to explore and familiarize themselves with the app before being prompted for KYC/KYB verification. This reduces friction during the onboarding process, making it more user-friendly and accommodating. By giving users a chance to experience the app's features and functionality, they can develop a better understanding of its value proposition, which may increase their motivation to complete the verification process.

We achieved an efficient streamlining of our KYC/KYB process, condensing the number of screens from 10 to 5.

The creation process of our virtual credit card, NachoCard, was inefficient and involved navigating through multiple pages.

I redesigned the NachoCard creation process into a single-page form, simplifying it and reducing friction. This change increased completion time and made it easier for users to spot and correct mistakes.

After implementing our redesign, we witnessed a significant and remarkable surge in overall product engagement and usage, two crucial key performance indicators (KPIs) that we closely monitored. The positive impact of the changes was evident in the enhanced user experience, increased customer satisfaction, and improved business outcomes. Our efforts to create a more intuitive and user-friendly interface resulted in a boost to the product's adoption and usage, driving us closer to achieving our strategic objectives and delighting our users.