NachoNacho: A B2B SaaS and Services Marketplace Powered by Fintech and AI NachoNacho:
B2B SaaS Marketplace

NachoNacho helps SaaS businesses manage their subscriptions using credit cards and provides a marketplace to discover and buy SaaS products.
Nachonacho Nachonacho

Overview

NachoNacho is a B2B SaaS company based in San Francisco that helps businesses manage all their subscriptions in one place using virtual credit cards. They also use AI to recommend discounted SaaS products from their marketplace of over 25,000 businesses.

Role

Product Designer
UX Researcher
Design System

Duration

2022 - Present
Visit Website
As a product designer at NachoNacho, I worked closely with a cross-functional team to design an experience that advances our business goals. This include product adoption, conversion, user satisfaction, and engagement.

I've worked on many successful features, but for this case study, I'll focus on how we increased our conversion rate in our KYC process and drove adoption of NachoCard, our virtual debit card.
October 2022
I joined NachoNacho as a product designer with a focus on redesigning the SaaS app for adoption
I initiated the development of a design system to maintain consistency across our products.
July 2023
November 2023
We launched Mavens, NachoNacho Services Marketplace where SaaS business can find IT experts and consultants.
We launched Sherlock, an AI tool that analyzes business subscriptions to help spend management decisions.
February 2024

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.
UX Audit and Competitve Analysis

What was the Problem highlighted here?

  1. 1.
    We had many users drop off during onboarding due to the lengthy KYC form and its placement in the process. This resulted in high churn during sign up
  2. 2.
    Many users had a problem with creating a virtual card (NachoCard) for their subscription
1. KYC/KYB Verification
We had a lengthy KYC process because of the mandatory information required by our bank partner. This was a significant constraint in solving the problem.
How might we optimize the KYC/KYB process during onboarding to reduce 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 added a progress counter to keep user informed of their progress in the journey
Flow
Users can now explore and get to know the app before being asked for KYC/KYB verification. This makes onboarding smoother and friendlier. By letting users try out the app first, they can see its value, which might make them more willing to finish verification.
Old Design
We significantly improved our KYC/KYB process by reducing the number of screens from 10 to 5. This, in combination with a product demo from the marketing team increase our sign up and onboarding significantly
2. NachoCard
The creation process of our virtual debit 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.
Old Design

What was my impact?

20%
Switching the position of the KYC allowed NachoNacho to grow by 20% under one year.
Paid subscription model
We were able to increase our product adoption, allowing us to transition from a freemium to a paid subscription model.

More

I created a style guide to ensure that NachoNacho designs maintain consistency as we introduce new features such as Mavens, SaaS Marketplace, and others. This involved auditing current components and refining them to align with our evolving needs.
Dance Design System A Peak at Other Redesigns UI Exploration
Key Takeaway
There were several challenges involved in choosing the best direction for our users. We had multiple instances of back-and-forth discussions about the best approaches for our designs, features, and more. In the end, data is king.

I focused on being a user advocate while striving to meet our business goals. It’s diplomacy, really.