UX-Driven National Expansion through Targeted Onboarding
40
%
Improvement in Lead Qualification
40% Improvement in Lead Qualification: Achieved within 3 months.
25
%
Reduction in CAC
Post-launch, driven by targeted messaging and clearer value propositions.
Di Blasi, a leading pizza franchise, faced stagnation after saturating Rio de Janeiro's market.
Their outdated sales landing page suffered from 50% unqualified leads, inconsistent branding, and a mismatch between their iFood rating and franchisee expectations. The goal was to expand nationally by reducing Customer Acquisition Costs (CAC) and boosting lead quality.
Struggles
Role-Based Onboarding: Highlighted the importance of tailoring onboarding experiences to different user roles and goals, similar to how effective onboarding in SaaS and Mobile Apps requires understanding user needs.
User-Centric Design: Demonstrated how user-centric design principles can improve lead quality and reduce CAC, principles that can be applied to enhance onboarding processes.
Insights
Traffic Sources and User Journeys: Identified two primary traffic sources—Facebook and Google Ads—each requiring distinct onboarding paths.
Facebook Ads: Visitors were often in the awareness stage or mistakenly seeking to order pizzas. We clarified ad CTAs and created an educational landing page followed by an email series to transform visitors into potential leads.
Google Ads: Attracted qualified leads in the conversion stage. Developed a sales-focused page optimized for high conversion rates.
User-Centric Design Principles: Applied Nielsen's heuristics to uncover critical gaps:
Role-Based CTAs and Onboarding Paths: Designed dynamic CTAs and onboarding flows tailored to different user roles and goals.
Jargon-Free Content: Simplified language to engage non-technical users.
ROI Calculators and Social Proof: Added calculators and testimonials to build trust and demonstrate value.
Deliverables
Cross-Functional Collaboration
Conducted workshops with stakeholders to align on OKRs, focusing on reducing CAC by 30% and increasing app-based orders to 60%.
Modular Design System
Developed a consistent design system across franchisee portals to ensure brand cohesion.
Simplified Forms
Implemented error prevention techniques like auto-formatting phone numbers to streamline user interactions.
Outcomes
40
%
Improvement in Lead Qualification
40% Improvement in Lead Qualification: Achieved within 3 months.
25
%
Reduction in CAC
25% Reduction in CAC: Post-launch, driven by targeted messaging and clearer value propositions.
Arnaldo Di Blasi
Founder
I needed someone who understood both pizza and people.
Rodrigo worked his magic! Created separate journeys for Facebook explorers vs Google-ready investors. Those role-specific CTAs and simplified forms paved the path for our expansion.
Di Blasi Franchise
UX-Driven National Expansion through Targeted Onboarding
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