*Note
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.
Overview
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.
My Role
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.
UX Audit and Competitive Analysis
I conducted a UX audit of the app, analyzing it in
comparison to competitors, and identifying our
weaknesses and opportunities for growth.
What is the Problem?
-
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.
-
The creation process of our virtual credit card,
NachoCard, was inefficient and involved
navigating through multiple pages.
KYC/KYB Verification
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.
How might we optimize the KYC/KYB process during
onboarding to minimize user churn?
-
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.
2. NachoCard
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.
Outcome
Increase in Product Engagement
Increase in Customer Satisfaction
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.