Treinta app

The app for micro-business in Latam

In Colombia, corner stores make up 50% of the mass consumer market. However, 40% of corner stores fail due to a lack of tools, and data for managing their business.

Treinta aims to boost micro-business profits with digital tools.

Client

Treinta

Services

Ux research

User experience

User interface

Prototyping

Industries

B2B super app

Date

Apr 2022 - Jun 2023

Problem statement

Many services were created hastily, without a clear value proposition on the rush to find a market fit. We lost sight of our monetizable target users and who should adopt the product.

One of the principal free services is bookkeeping, which enables users to record income and expenses, thereby reducing the Customer Acquisition Cost.

One strategy to get revenue is cross-selling users from bookkeeping to our monetizable services, such as the marketplace.

Phase 1: Analysis

Desk research
Prioritization with stakeholders
Information from our database users

Phase 2: Perception survey

Ward method: Descriptive and rational analysis.
Users from Colombia who own restaurants and neighborhood stores.

Phase 3: Semantic density

Interview with users from Colombia who own restaurants and neighborhood stores.

Phase 4: Metric analysis

Analysis of product interaction metrics, behavior trends and clustering

Phase 5: Results and actionable

Prioritization with product and engineering team analyzing impact vs effort.

Understanding our users

We conducted generative user research in the three principal cities in Colombia, using both qualitative and quantitative methods to understand user behavior and pain points in the context of Colombian society.

Through this approach, we identified two behavior archetypes that we named "Moderate" and "Low Risk" users.

Low risk - Small business

The least, the better

Grocery stores and coffee shops.
Very dedicated to the business and
optimistic.
10 - 20 dollars daily income.
Main need: Business and sales growth.

📌 Behavior:

Non-systematic financial control.
They make decisions without data.
They organize day-to-day expenses.

Low risk - Mid-sized business

Business first

Grocery stores and coffee shops.
Very dedicated to the business and optimistic.
80 - 100 dollars daily income.
Main need: Better business control and growth.

📌 Behavior:

Almost systematic financial control.
They need data to make decisions.
They plan expenses in advance.

Moderate - Mid-sized business

Just enough effort

Convenience stores and stationers.
Work/life balance.
20 - 100 dollars daily income.
Main need: Better business control and growth.

📌 Behavior:

Almost systematic financial control.
They make decisions with little data.
They plan their expenses without detail.

Vision Statement

A ecosystem that will digitize habits to improve their financial health for corner-stores; by tools and a simple experience, recovering time with their families

We identify our core values and how those impact users to create our product design principles, which frame design decisions

We are flexible

We provide services and tailor our offerings to meet specific user needs.

We are secure

We offer security for users to manage their businesses with confidence.

We area memorable

We strive to engage users and provide a positive lasting experience.

Onboarding

An effortless experience, only 4 steps, depends on the user's choices. We build the app experience accordingly.

My Book

We simulate a calculator and a notebook in a simple and easy to use interface that allows users to take control of their business finances.

Marketplace

Buy products from multiple suppliers, compare prices, and keep the inventory organized in one place.

Rewards

A loyalty program that retains users and motivates them to use new features,

Measuring impact

Today our users are adopting the ecosystem

Increase 20% conversion rate in onboarding.

Increase Gross Merchandises Value 15 % in the marketplace.

Reach 4/5 Customer Effort Score in Bookkeeping.

Every week increase 10% users in Bookkeeping.