2020 — Present
create your payment links, online store & delivery in 5 minutes
We know online payments can be a pain in the neck, so we created a web omni-platform to manage your entire business with smoothness and speed. — go to Hugo’s site
Project Type
Launched — Product Design, UX | UI, User Research & Testing, Direct Marketing Strategy, Visual Design.
Company — Client
By: Hugo Business Inhouse Team & EÑE — For: Hugo Technologies
Overview
The everyday lives of small and medium-sized businesses in Guatemala are a mess. Advertise on social media, contact your client on WhatsApp, look for the product photos in your phone gallery, write down again every description or question made by the client, manually update inventory in Excel, and find a new courier every time to deliver. Hugo, known for being the leader in online delivery services in Central America sought to change that disastrous experience once and for all.
To manage all business aspects in one Omni-channel web platform, that was the challenge, and it took around 3 years to become what it is today. You can create predetermined and personalized payment links with an easiness that neither Visa nor Bac could’ve ever provided, automatically create an online store from your inventory and deliver your products through Hugo’s logistics network.
Role
UX Designer | Visual Designer | Marketing Strategist
User testing & research, wireframing & flows, visual design, and prototyping, content marketing strategy.
Team
3 supervisors and 17 teammates
Team of 2 marketers, 2 graphic designers, 5 UX designers & 8 developers
¿So what was the problem?
In the current world situation, the behavior of the consumer has drastically changed when it comes to commerce. While the whole world is already surfing the wave of online commerce, central America is still resistant towards, but ironically, needs it urgently. A strong desire for executing multiple operations in one place is growing within the middle and upper class. Marketplaces, malls, social commerce, websites and payment links all spread out represent a big pain point .
OMNICHANNEL ENVIRONMENTS ARE HARD TO BUILD
And what about the user’s needs?
For business owners, as our second group of users, had a series of pain points, especially when it came to having control of sales throughout multiple channels, having all the payments on point, the deliveries on time, the client's problems resolved and the everyday operational tasks completed becomes an almost impossible feat. The reason for that is that they have to do so without a proper CRM that integrates their WhatsApp, social networks, webpage, emails, and physical operations.
Just one sales operation can take up to four different tools and tasks to complete the purchase, delivery and inventory management.
But hey! This leaves room for opportunity
Since the current payment and management tools are poorly designed, integrated, and lack a lot of basic functions we can come in to fill in the gap with one tool that offers it all, solving multiple problems at once.
The Research
The Solution!
An omnichannel web platform & mobile app that lets users build predetermined and personalized payment links, automatically create an online store from their inventory and deliver their products through Hugo’s logistics network.
The delivery of 3 different services that already existed in Central America like Visa Link, but had terrible user experience and were separated from one universal process that is easy and enjoyable.
Basic Features
Payment link generator
Online store builder
Delivery integration
Administrative console
CRM
The User Journey
The design process
Discovery & Planning
Research & Strategy
Conceptual Design
Detailed Design
“We have been doing this for over a decade and have no fear of taking our space in the industry.”
To define these features and a dual Website / App ecosystem, we have made parallel efforts of UX & Market Research to streamline the process of finding the right solution for the customers and providers. We’ve used desk and field research, such as card sorting, interviews, and direct observation to create the User Personas & Journeys. We have created paradigm diagrams that map the social biases that might prevent the users from using our platform and have studied past communication strategies from competitors to understand how they used advertising to modify the collective conduct of their public to that they adopted a platform that they are not used to. Parallelly the commercial team conducted various market studies.
Current UI Design
