Minu Product Design
Minu is the leading compensation and benefits platform, a pioneer in on-demand salary benefits in Mexico with the mission of improving the financial health of workers.
Through +30 benefits available in your App, employees can improve their quality of life, by accessing financial, physical, and mental health modules.
To enhance Minu's value proposition, it is vital to have a deep understanding of on-demand salary companies.
Problem statement
The product served different audiences with different needs and pain points. I combined competitive research, analytics, surveys, stakeholder input, and user research to build a stronger foundation for product decisions and future releases.
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Date
September 2020
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Client Name
Minu
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Tools
Figma, Mural, Overflow.io
Research
Competitive analysis
I conducted a competitive analysis of salary-on-demand products to understand market maturity, identify strengths and weaknesses, and uncover opportunities for Minu’s product roadmap.
I also reviewed real-user sessions from competing apps to identify usability patterns, friction points, and opportunities that could inform Minu’s experience.
Stay ahead of the competition and optimize user engagement by leveraging our in-depth competitor analysis and user testing strategies. Contact us today to elevate your platform's performance and drive growth.
Research
Survey
To better understand users, I segmented the audience using Google Analytics and used research to validate assumptions made by stakeholders. At the same time, the product performs well for certain segments. Thanks to the help of another UX designer we reviewed the amount of money the company can lend to users to avoid incurring excessive debt and prevent users from defaulting on their payments.
We identified that B2B salary-on-demand users are more trustworthy because the companies are in charge of paying the debt to Minu. However other models where companies delegate the payment responsibility to the users increase the number of unpaid loans.
In the research, we should identify the opportunities to include more desirable features for users and increase the will to be part of the Minu salary on-demand app, paying their loans and keeping all the advantages that App offers.
Thanks to the surveys we were also able to validate the socio-demographic information and ask the users questions about their personalities to be ready to build in a better way personas, thus is valuable information to merge with competitive analysis.
Define
Empathy map
An empathy map is a simple, easy-to-digest visual that captures knowledge about a user’s behaviors and attitudes. It is a useful tool to helps teams better understand their users. Empathy mapping is a simple workshop activity that can be done with stakeholders, marketing and sales, product development, or creative teams to build empathy for end users. For teams involved in the design and engineering of products, services, or experiences, an empathy mapping session is a great exercise for groups to “get inside the heads” of users.
Working with UX team members, I gathered information from stakeholders and customer-facing teams such as Customer Support to map pain points and insights. This strengthened the Voice of Business and connected it with user needs.
Define
Personas, the reasons why I have differents users
After synthesizing research and sociodemographic information, I created three personas to give Product and Marketing a shared view of the audiences and their needs. The personas helped connect research findings with product and communication decisions.
- B2B Users: which are the user that are provided by the company the minu salary on demand benefit
- B2C users: sames as B2B but users are responsable of paying the debt
- HR managers: who are going to evaluate if they want to add the minu benefit for all their employees are the first filter to pass to reach the final users
Discover + define
Value proposition canvas
UX tools and methods can help unify different perspectives into an integrated vision. A company's value proposition is crucial in convincing stakeholders and customers that its products or services are worthwhile. If the value proposition is weak or unconvincing, it may be difficult to attract investment and consumer demand. To address this, I conducted a workshop where I consolidated all research and identified opportunities, gain creators, pain points, pain relievers, and new features using a prioritization matrix.
It's essential to have stakeholders, developers, designers, and representatives from each department align their visions and consider all points of view to avoid accruing substantial debt and alienating users.
Customer profile - right side
Describes the features and benefits of a specific product or service in the business by breaking it down into solution experiences and pain relievers
Value map - left side
Describes the features and benefits of a specific product or service in the business by breaking it down into solution experiences and pain relievers
USP - Unique Selling Proposition
We complete our USP when your value map meets your customer profile - when our product or services produce pain relievers, experiences, and solutions that match one or more of our customer’s wants needs and pains that are important for our customers
Define
User Journey map
Journey maps are important in helping companies understand the channels their customers navigate. By examining these channels, a company can identify key strengths and weaknesses and areas for improvement. The common benefits of using a journey map include:
- Identifies navigation issues
- Identifies barriers between customers and customer support
- Identifies opportunities to increase user-friendly content
- Identifies gaps within the customer experience
I mapped one of the most complicated user journeys for B2C users to understand why users are not able to easily sign up and why the in bounce rate was so high, and the other team members took different user journeys. I realize that the 3rd party integration was in conflict and I should have an immediate solution for that. I also discovered many desirable features that users would like to have to have a better engagement with the app.
These insights highlighted opportunities to simplify the journey, reduce friction, and improve usability.
Develop
Wireframes + User
flows for payment integration
Thanks to the previous research I was able to support to product team in developing new features for the app. In this case, I have a new payment integration where users can easily pay any invoice like gas, electricity, and main services from Minu App
UI Design
UI + microinteractions
Working with the UX team, I helped simplify the interface by removing unnecessary elements and focusing the experience around the main transactions users needed to complete.
UI Design
Wireframes + User flows + UI
for Onboarding
Because onboarding new clients involved HR teams at each company, I studied the existing signup flow and its usability issues, then simplified the journey and introduced more consistent interaction patterns.
Final Results
Across multiple product areas, I combined quantitative and qualitative information to demonstrate the value of a user-centered product process. Minu it's a reference to salary on demand in Latin America, they achieved the A found series and they have been rewarded thanks to app usability, also they have booted several users in the last years, and it's leading Mexico. The team has grown a lot in terms of maturity and evangelizing to stakeholders to have a user-centered design vision within the organization.