Arquivei - Customer Journey

Background

Arquivei, a Brazilian startup founded in 2013, stands out in the fiscal management market with its SaaS platform. It offers functionalities for querying, downloading, and storing fiscal documents like NF-e, NFS-e, and CT-e, catering to various sectors such as retail, e-commerce, and industry. The company underwent three rounds of investment, culminating in a Series B in 2021, enabling the expansion of product teams and a broader focus on purchasing and finance.

Challenges

• Increase in squads and variety of responsibilities led to a generic experience with disconnected workflows.
• Imprecise definition of Ideal Customer Profile (ICP) and proto-personas, resulting in segmentation challenges.
• Lack of adequate data tracking complicating the analysis of user behavior.

Solutions

• Understand user profiles and segmentation.
• Identify ICPs with the highest potential for self-service.
• Map ICPs' flows and critical touchpoints.
• Propose an end-to-end journey.
• Develop a strategic proposal for self-service conversion triggers.

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Results

• Expected improvements in customer acquisition efficiency.
• Reduction in Customer Acquisition Cost (CAC).
• Increase in the conversion rate of self-service users.

Tools and Processes

• Quantitative and qualitative data collection using Dovetail and industry benchmarking.
• Analysis of ICP flows to identify key patterns and propose a new customer journey.
• Detailed presentation of the proposed journey for validation and alignment with various teams.
• Development of a proposal for plan recommendations based on profile and maturity level.

Team and Responsibilities

• The customer journey project was led by the Growth Tribe, specifically by the Activation Squad, with collaboration from Marketing, Customer Success, Pricing, and Research teams.
• The Activation Product Manager (PM) partnered with the tribe's Product Data Analyst (PDA) and my involvement as the Designer, simultaneously working on both the Activation and Monetization squads.

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Learnings

• Isolated firmographic data proved insufficient in identifying a definitive 'happy flow' pattern.
• Recognizing behavior as a key segmentation factor was pivotal in uncovering usage patterns.
• The significance of prototyping for conceptual visualization and reducing uncertainty, ensuring stakeholder buy-in.
• Approaches impacting performance analysis and metrics require C-level involvement to secure buy-in for new proposals.

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Version 1

BackgroundArquivei, a Brazilian startup founded in 2013, stands out in the fiscal management market with its SaaS platform. The company underwent significant international expansion after securing a Series B investment in 2021. The goal was to support this global growth by developing a comprehensive self-service experience to enhance scalability in acquisition and reduce Customer Acquisition Cost (CAC).

Challenges

• Increase in squads and variety of responsibilities led to a generic experience with disconnected workflows.
• Imprecise definition of Ideal Customer Profile (ICP) and proto-personas, resulting in segmentation challenges.
• Lack of adequate data tracking complicating the analysis of user behavior.

Solutions

• Understand user profiles and segmentation.
• Identify ICPs with the highest potential for self-service.
• Map ICPs' flows and critical touchpoints.
• Propose an end-to-end journey.
• Develop a strategic proposal for self-service conversion triggers.

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