Anotador 2.0

This work was created for Aegro, where, at that time, I was working as a Lead Product Designer. Aegro is a Brazilian SaaS company that focuses on developing digital solutions for farms.

In this project, specifically, I worked as a Product Designer and Product Manager. So I ended up having double responsibilities. Fortunately, I had the help of a fantastic designer in the squad, Gabriel Freitas, who helped immensely in the design process, and a tech lead, Bruno Santi, who gave me technical support to articulate a feasible timeframe for product development.

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Challenge & Requirements:
> Our challenge was to identify the reason behind our client’s dissatisfaction regarding Anotador 1.0 and the sales team’s hardships to close deals;
> Work on improvements to achieve our key metric by the end of the quarter;
> Our squad’s PM left the company after the last release of Anotador 1.0, so I had to assume that role temporarily.

Role & Responsibilities:
> Lead the generation and prioritization of User Stories with the squad;
> Lead the scrum ceremonies;
> Lead the discovery phase, perform remote research (user interviews);
> Frame the solution considering user needs and development constraints;
> Create user flows, wireframes, and high-fidelity prototypes.

BACKGROUND:

Overview of the Process

First of all, I traced different user profiles to interview. I considered the users' role in the farm, farm size, and their style of finance management. After we defined a diversified user sample, we scheduled User Interviews. The user interviews were crucial to be able to identify two types of buyers' profiles.

Buyers' Profile

Type 1

• The accountant acts as a reviewer of their cashbook and other documents;
• They know the regulations and what the cashbook is;
• They have an office with employees responsible for the farm financial management;
• They separate their personal finances from the farm’s finance.
  

>> Themselves or someone in the farm’s office would use Anotador.

Type 2

• The accountant or financial consultant generates their cashbook and take care of their finance;
• They bought Anotador because their accountant or another person asked them to;
  
• They know they need to do the cashbook, not necessarily what it is;
  
• They use their personal bank account for everything.

>> Their accountants or financial consultant would use Anotador.

Tracing the buyers' profiles was very important not only to generate better User Stories and prioritize features but to present these profiles to the Sales Department - the SDR team was able to analyze potential leads based on them - and align the product view. Also, It was also significant for the go-to marketing strategy afterward.

Main Insights & Opportunities

With the buyers' profile on my hands, I led a workshop session (on Miro), including key people from my squad and other departments (Sales, Marketing, and CS team). Besides presenting the buyers' profiles, I also quoted some interviewees and gave an overview of the User Interviews to the people in the workshop. With the information provided, we were able to generate insights and, for the most voted insights, opportunities.

• Insight: Anotador 1.0 generated a cashbook only for the current fiscal year, and, at the moment of the launch, most clients wanted to use it for the next fiscal year;
  • >> The navigation should accommodate multiple years;
    
    
• Insight: It is prevalent for one farm to have more than one cashbook;
  • >> The navigation should accommodate multiple cashbooks;
    
    
• Insight: The process of generating a cashbook was too manual;
  • >> Anotador needs to allow bulk actions;
  • >> Anotador should infer as much information as possible.
    

With the main insights and many interesting opportunities in hand, we, as a squad, listed all opportunities and gave a score (we used the RICE score) for each of them. Based on that, and with the information we gathered in the user interviews, we prioritized these opportunities, generated User Stories, and planned the subsequent releases.

Navigation Redesign

For the sake of keeping this case concise, I will focus on just one User Story.

USER STORY:

As an accountant or farmer, I want to generate cashbooks for different years in the near future so that I can plan ahead and keep my finances organized.

As we needed to redesign the navigation to accommodate the most urgent user needs, we decided to improve other items of the navigations. To quickly gather data regarding the current navigation of Anotador 1.0, we used the following tools:

• Hotjar (Heatmaps and recordings);
  
• Amplitude;
• Research Synthesis (the User Interview performed earlier also provided some usability insights).

From these different sources, we were able to identify many points of improvement that will be discussed in more detail in the following section.

Anotador 1.0 Navigation Analysis

This image shows the home of Anotador 1.0. Here you can see three main cards positioned on the page. The bigger card shows a list of non-attributed installments, in other words, installments that are not attributed to any specific farm or property. The user must press the checkbox to perform two possible actions: attribute the installment to property or ignore it.

The two smaller cards represent attributed installments and ignored installments.

Thanks to the prior research, we could target some areas of improvement on the Anotador 1.0 navigation.

Item 1 - This icon is supposed to signify the home and the different installment categories. It is unclear what it means.

Item 2 - These different buttons with initials are supposed to represent different cashbooks (one person/ partner has one cashbook). Most companies how own farms have partners among family members. Because of that, this can get really confusing.

Item 3 - This setting icon is supposed to represent different functionalities that were added in a hush after the official release. The functionalities don't relate to each other nor represent settings.

Based on the recordings and the tracks placed on the breadcrumbs, we could see that very few people used it. In the user interviews, when we asked the user to navigate the interface to point out their concerns, the breadcrumbs were also ignored.

Co-design Workshop

I decided to do a co-design workshop with Designers and Front-end developers. From the co-design session (which took no more than 2 hours) I ended up generating different designs. Below, you can see a few options that were created.

This video briefly presents some of the alternatives

Anotador 2.0

Results & Outcomes

• We achieved our key metric (we were able to close more deals due to the improvements). However, it was also due to Sales and Marketing efforts that redirected their strategies based on the buyers' profiles;
  
  
• Anotador used to receive really low ratings from our users, after this release, the rating also got better;
  
  
• I was also the Product Designer responsible for Anotador 1.0, and even though I entered later on in the process, I should have been more emphatic to point out my concerns regarding the user needs.

Last update in March, 2023.