Guto Kawakami

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Conta Bemol

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2021

Mobile

My role

Senior Product Designer

Duration

7 months

Client

Bemol

Conta Bemol

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A Bemol is one of the largest retailers in the northern region of Brazil, with various stores, pharmacies, and markets spread across capitals and interior areas.

One of the products in its portfolio is the Conta Bemol, the digital bank for customers. The case narrated below covers one of the functionalities developed for this bank.

The Challenge

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A Bemol has a purchasing system widely used in the market, where customers can buy products through digital means or in stores. However, there was still no integrated payment flow between retail and the digital bank.

Given this scenario, the challenge of this case seeks to answer the following question:
‍How to provide a good experience for customers when paying for products with the Bemol Account?

Design Process

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To develop a solution, first it is necessary to understand the problem.

The first step of the process was to gather what information was available about the issue. After that, to look for data in a field survey. Finally, to think collaboratively about a solution.

The process of this case followed the guidelines of the Double Diamond framework along with Design Thinking tools.

Discovery

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The main objectives in the discovery process were:

1 - Analyze the payment functions of market players and Bemol stores.

2 - Detect business opportunities in the payment process.

The tools that were used to achieve the objectives were:

Icon of two balloons containing a question mark and a check inside

Matriz CSD

The certainties, assumptions, and doubts were mapped in a workshop aimed at aligning the team's knowledge.

Matriz CSD

The certainties, assumptions, and doubts were mapped in a workshop aimed at aligning the team's knowledge.

Matriz CSD

The certainties, assumptions, and doubts have been mapped with the goal of aligning the team's knowledge.

Benchmarking

The analysis of players and the Bemol ecosystem allowed us to understand how payment features have been used.

Benchmarking

The analysis of players and the Bemol ecosystem allowed us to understand how payment features have been used.

Benchmarking

The analysis of players and the Bemol ecosystem allowed us to understand how payment features have been used.

Data Analysis

The data team provided relevant information that allowed us to understand customer behaviors when paying for their products.

Data Analysis

The data team provided relevant information that allowed us to understand customer behaviors when paying for their products.

Data Analysis

The data team provided information that allowed us to understand our customers' behaviors when paying for their products.

In-Depth Interview

Customers and attendants were interviewed. They provided qualitative data about the payment journey at Bemol stores.

In-Depth Interview

Counter attendants from the IE's were interviewed. They provided qualitative data about the financing offer.

In-Depth Interview

Counter attendants from the IE's were interviewed. They provided qualitative data about the financing offer.

The use of research tools allowed market opportunities to be detected, the main ones being:

1 - 76% of our customers make payments at the cash register due to habit.

2 - Customers reported having difficulties in tracking the installments of the products.

Define

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With the data in hand, it was possible to create artifacts to guide and assist the team in design decisions. The main artifacts generated were personas and user journeys.

The business opportunities and analysis of the artifacts revealed which problems could be addressed. To generate solutions for these problems, a collaborative workshop was held with designers and developers.

Many ideas emerged, they were discussed, refined, and voted on to be developed by the team. The final solution was a feature for payment and tracking of the product installments.

Development

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The defined solution was initially developed in low-fidelity prototypes and later validated through guerrilla testing with real customers.

Delivery

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With the validated solution, the final interface and the style guide were built. Also, the experience metrics to be monitored for the product were defined, such as: adoption, retention, happiness, engagement, and success rate.

Results

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The launch of the feature occurred in October 2021, and the main results were:

1 - The product payment feature reached an amount of R$ 51,054 from October 2021 to January 2022.

2 - The launch of the feature also brought new clients to Conta Bemol. In January 2022, the bank reached a total of 2835 active users.

During the period of January 2022, the functionality still had low adoption, with only 218 users making product payments through the bank, which amounts to 7.8% of the accounts created.
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However, a marketing campaign had been planned to promote the functionality and its benefits throughout the northern region.

Finally, with this work, the aim is to make life easier for our clients by providing a good payment experience. If you want to know more, I am at your disposal.

Thank you.