qiip plus
qiip qiip
Company: qiip
Role: Senior UX
User: qiip users
qiip, having established a solid user base and a significant level of user retention, decided to move towards monetization as a business strategy. This led to the creation of qiip Plus, a paid version of qiip.
The problem
- qiip is a hub of financial products, offering both proprietary and external tools. This required us to carefully choose where to build, as attempting to evolve everything would have been an immeasurable effort.
- With multiple tools and products, we had a large volume of data to analyze, which turned out to be a positive aspect.
- Since qiip plus was the first source of proprietary income, stakeholders were heavily involved. While their participation was valuable, it also posed a challenge as each had their own vision for the first version.
The Challenge
To deliver a first version of qiip plus to users within 3 months.
The solution
To create a first version that addresses an existing need and enables exponential increments to enhance the value offered by having qiip plus.
The team
The team involved in each step of the project:
- PO
- UX Designer
- UX Writer
- iOS Developers
- Android Developers
- Back Developers
- QA
- Marketing
The Design Process
1. Empathy
- The first step was to collaborate with the UX Researcher to determine which data to collect, develop a research plan, and gather both quantitative and qualitative insights.
- We analyzed business possibilities, identifying which benefits could be delivered more easily and which would require greater effort.
- We reviewed the technological limitations concerning the features and services offered to users in the FREE version.
2. Definition
- By analyzing the previously defined data, we identified the service with the highest recurrence, and decided to build on that..
-The business capabilities were within the average scope of the service with the highest usage and recurrence.
- On the development side, there was already an analysis of the technical capabilities and challenges that could be encountered.
- It was then decided, during a workshop, that the product to evolve would be the credit score, and the insights obtained from this product would be the primary focus to address.
3. Ideation
- Workshops were held where, based on the data, the first version of qiip plus was decided. The data revealed that users were using the FREE service to check their score, and they returned to view it an average of 3 to 4 times per month.
- Users even reached out to customer service to ask if their score would be updated or if there was anything they could do to improve it.
- Together, we successfully defined the features that qiip plus would have.
4. Prototyping
- Together with a junior UX Designer, we began designing the solution in Figma. We had several flows to design, such as: onboarding for subscribing to qiip plus, checkout for purchasing qiip plus, and the cancellation process.
- The first flows were prototyped and tested with a select group of qiip users.
- Using the insights from the qiip users, we made improvements and continued with the design.
5. Testing
- In addition to the test with qiip users, we conducted an exercise where only a select number of users were shown qiip plus in their app. We did this to gather quick insights.
5. Release & Analysis
We made improvements and successfully met the 3-month goal. Additionally, we continued enhancing the qiip plus service to provide more value to users for their money.
- Results:
- From day one of the release, we had organic purchases and the following data by the first month:
- 5,575 USD in cashflow
- 2,602 users purchased qiip plus
- A certain percentage of users purchased qiip plus more than once per month.
- Organic purchases between 90 and 100 per day.
What did i learn?
Que los datos cuantitativos y cualitativos son la base para la construircción de un producto centrado en el usuario. Qué varios puedan tener visiones distintas pero los datos siempre ayudarán a tener un punto medio.
What would I do differently?
- I would conduct more tests during the qiip plus purchase stage. Due to time constraints, the testing phase was shortened because of the deadline we had.