TOUGH MUDDER
Workout App
TOUGH MUDDER
Workout App
Tag Santander
Human-centered responsive hotsite, for registration and free Tag acquisition.
About the companies
Sem Parar was the first automatic payment company for tolls in Brazil, standing out in the creation of designed solutions to help customers enjoy the road and make better use of their time. It is part of the FLEETCOR group, a global leader in providing commercial payment solutions.
Santander is one of the largest banks in the world and the largest private bank in the Brazilian Financial System. It is present in all regions of Brazil, where its purpose is to help people and businesses prosper in a simple, personal and fair way.
What is a Tag?
Tag is one of Sem Parar's main solutions, a tool for automatic payments in tolls, parking, gas stations, drive-thru and car washes.
About the projet
The partnership between the two companies was formed aiming to offer a free Sem Parar Tag to Santander's customers who ownes a Santander credit card. With this audience in mind, we understand an effective solution is needed for requesting the benefit. However, the launch strategy demanded urgency in production and, with that, alternative ways of designing the user experience.
Goals
Challenge
Build a predetermined solution, based on the facetes of user experience in a time record,
3 weeks.
Time
Three-week project.
Delivered in October 2022.
Tools
Figma, Maze and Adobe Photoshop.
Role
Lead UX and facilitator.
Build a registration platform for Tag acquisition.
An easy content management.
Understand user effort to receive a monthly fee waiver.
Define what information is determinant to convert and engage.
WEEK 1
Some of the starting questions...
Business goals and objetives?
Client pain and needs?
What obstacles were we facing?
How users would be impacted by the proposed solution?
How would it benefit the user?
What are the business rules?
Will the future customers rely on service channels?
What are the possible error scenarios?
Any specific functionality expected?
What would we measure to validate success?
Age: 49 years old.
Occupation: food engineer.
Monthly income: BRL 6 thousand.
Marital status: divorced.
Giovanna has always been very connected with her family, every Sunday she has lunch at her mother or grandmother's house. She works as a consultant for a food brand in the mornings and in the afternoons she is dedicated to her children. She is an account holder at Santander, using her credit card for most of her expenses routine. She doesn't have a Sem Parar Tag, but she has researched the service when she saw an add at the gas station where she usually fills up her vehicle tank.
Goals
Avoid lines and go to auto services when shopping with her children.
Does not leave the car to pay for supplies when the children are with her. Have a tool that can help her payment routine without spending too much.
Age: 38 years old.
Occupation: businessman.
Monthly income: BRL 11 thousand.
Marital status: married.
Marcos was born into a middle-class family, owns a business since he was 27 years old and works with chemical products. He has had a Sem Parar Tag for over 10 years, which he acquired to avoid lines and be able to spend more time with his family. He is also a Santander customer, with a checking account and credit card.
Goals
Keep running his business to be able to put his daughter through college. Save time commuting on a daily basis to visiting customers. Arriving early from work to spend more time with his daughter and wife.
Proto-Personas
Benchmark
Analyzed competitors: Itaú, C6 Bank and Banco do Brasil.
A large amount of information was mapped out, but we still didn't know something we thought was essential: how similar solutions were being practiced in the market?
What were the competitors' strengths and weaknesses in delivering this service?
Through research we analyze the hiring journey of three companies that demonstrated to have common goals.
User flow
After identifying needs, defining audience and business rules in mind, the next step was to create the User Flow. For the purpose of the case study, and business privacy, I am only representing one particular flow. But the information architecture has many other paths depending on the particularities of each customer profile.
WEEK 2
In light of all the discoveries and strategies mapped out, and the early predetermined solution to build a registration platform for Tag acquisition. The time has come to put the first proposals on paper. Also, we understood the need to create a main page for the Tag request with all the information about the benefit and requirements, in addition to the registration journeys for each customer profile.
Solution and
Digital Wireframe
To verify that Tag's request journey was human-centered and would be easily used by the user we recruited people from our date base for a remote usability test, used Maze platform for the test.
Simulate two missions virtually:
Requesting the Tag in a “happy scenario” and, later, making the same request with a change in payment information. At the end, we also asked the tester to evaluate how easy it was to accomplish the objective. 5 customers participated in the test and the results were analyzed individually.
Usability Test
WEEK 3
Refinement
After verifying that the customers understood the solution, we were ready to start the high fidelity, also added a secondary proposal for the desktop foreseeing all the error scenarios mapped in the User Flow.
A curve ball was not being able to create a new style guide, we had to adopted Santander's design system and its application rules was new to the entire team, extra care was needed to understand all the possibilities it offered.
Hotsite Santander
Protótipo hi-fi desktop version
Main page containing information about the benefit, and the possibilities for using the product, registration request and CTA for opening an account.
Tagging and key metrics to track the active solution, such as homepage load time and average error page occurrences, indicating possible failures in the journey.
Lessons learned
A project that originates from the union of two giant companies in the market itself, is already a challenge that involves a lot of learning. Adding the need for urgency in delivery, with the adaptation and use of a new Design System by the entire team would have been impossible if real time communication was not our top priority.
In addition to business rules seen for the first time by those involved, from the first step to its completion, what made the difference and added another meaning to our experience was the emphasis on prioritization not only in communication, but we also prioritized research activities and methodologies that would bring more value in less time.
Performance and organization of the team based on the characteristics of each professional, a daily space in the calendar for follow-up meetings with specialists, solving doubts quickly, a group chat, and war rooms when necessary were essential for project success.
We delivered based on research, user testing and other UX fundamentals, always evaluating areas for improvement after its launch.
UX Team at Sem Parar
Next steps
Seeking to offer a simple, short and automated journey in the first version, we recommended a routine for tracking UX metrics and product indicators, as a team we can all agree that the initial strategies adopted in the beginning might be redefined through new discoveries. Furthermore, it is interesting to check whether the solution should be extended to other platforms such as native mobile applications.