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Outline

  1. Background
  2. Problem
  3. The Objective
  4. Design Process
  5. Empathize
  6. Conceptualize
  7. Design, Test and Ship
  8. Outcomes

Background/Context

In 2021, Groots had just finished an offline marketing and distribution campaign for their Book-keeping mobile app – tabtap SHOP.

Target market: Neighbourhood stores or micro and small businesses in 3 African cities: Lagos (Nigeria), Abidjan(Cote d'Ivoire) and Lilongwe (Malawi).

Problem statement

We had spent some $$$ on offline marketing and distribution of the mobile app, but retention was still very low despite the fast adoption and offline activation we witnessed during onboarding.

The Objective

Research - Find out why customer retention was low.

Design and develop data-driven solutions for the identified problem(s).

Goal - Increase retention by ≥30% on the current version.

Design Process

We adopted the double-diamond approach. However, we streamlined it into three phases namely:

  1. Empathize
  2. Conceptualize and,
  3. Design

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1. Empathize

We knew the problem was low retention, but we needed to find out the root cause of the problem. In order to understand this, we needed to really dive deep into the user’s pains, JTBD, needs, expectations and aspirations. Some of the questions we asked were: