Lana
Lana is a fintech whose objective is to give access to financial products to people who, due to the conditions of their work, have been excluded from the systems created by traditional banks.
People who live day to day, whose goal is not to buy the cell phone that just came out, or to make their dream trip. They need the money to pay their bills, the gas for their vehicle with which make more trips and to take even better care of their family. For them it's Lana.
Lana was born in the year 2018 from Cabify's new business area. The reason? They saw that their drivers often didn't have a bank account where they could deposit their earnings. They gave family accounts or asked to receive their income in cash.
During the first steps of Lana, the products we offered were quite limited. Like any other fintech it was an account linked to a card, and with it, the traditional operation: transfer, deposit...
Step by step we added more and more products that could be interesting for our users, such as loans, insurance, a telephone operator, equipment for their daily life, sale and financing of motorcycles or bikes...
We no longer had in our hands a traditional fintech, it becomes to be something more...
One of the problems we had encountered during all this time was the user experience after contracting a service. Let's take a loan for example: How does the user relate to the loan while he is paying it? Where and how do we show them the information about the next payments? Or how to advance or cancel the loan?....
With all these questions and many more, we started to think about the idea that the home page should evolve and not only be a contracting experience, but also an information consumption experience.
We created the first designs and we tested it little by little in different interviews with users. The idea worked, the users understood that what they were contracting had a reflection in the home page, which gave us new ideas...
To bring together all Lana's services and to be able to add any other that could arrive, we created the concept of Lana Market. It's function, be the place where users be able to find all kinds of services they might need in their daily lives, from loans, to finance vehicles and all under the Lana experience.
We categorized the products and created sections where the user could consume the products directly. We created a visualization of the market in which Lana is the pre-scriptor of the products, regardless of who is the partner that sells them.
The numbers were positive, we achieved an increase in requests for product financing, payment of invoices and most importantly, users understood that in the market they could find anything they needed for their work.
From the implementation side we decided to build it with no-code tools (webflow in this case) in order to have the ability to iterate it in an easy and fast way, empowering the business teams to build their own experiments. In my case, I led the implementation and the different iterations that it has been placed, taking care of both the design and the code.
One of the challenges we faced with the new design of the super app was that the user could discover all the features of Lana. To do it, we developed a small 5-level game for users and Lana, with the objective to gain mutual trust, getting to know the platform, and at the same time, unlocking functionalities.
We divided it into two parts, a first one of mutual learning and a second one of engagement.
The first three levels are for the user to discover Lana: make their first deposit, request and activate their card, make their first bill payment.... In the meantime we're able to get to know them better, learn their app usage habits and thus in the following levels, be able to offer them better products.
In the next two levels of engagement, the user gains access to more exclusive benefits. For example, they can apply for larger loans, access to product financing or higher cashback for their purchases with the card. In return, the missions they have to complete are a bit longer and require a higher level of engagement on their part.
The results were very positive. In one hand, we achieved to get users to play the game and feel challenged to level up. Also we managed to significantly increase the level of engagement and active users per month, and finally, it helped us to better understand the consumption habits and use of the application of our users.
We completely transformed the Home. It's no longer a list of buttons that lead to functionalities, it's a reflection of the products that the user would have contracted in the Market.
It could have an account and a loan, or just a loan, or a loan and a cellular line... no two homes are the same, it belongs 100% to the user. For that we designed a set of widgets per product to serve as a quick information point for the user to control the details of the products. We tried to make them as simple, clean and functional as possible, so that there was not an overwhelming feeling of information as soon as you enter the app.
All this gave us at the same time a very wide modularity to scale and play with different scenarios in different countries.
Scale.
We managed to make a product constrained in a traditional fintech experience to scale to infinity, being able to absorb any new product that came from the business teams.
Personalization.
No two Lana apps are the same, each user can make it their own depending on the products they need from our Market. A market that evolves and learns from our users, adapting and anticipating their needs.
Super app experience.
Evolve the app to stop being a fintech and be able to host any type of product that app workers may need.
Users love Lana.
One of the most rewarding things when you design for people is their recognition and gratitude and here below are some examples:
First of all I would like to thank Sam Lown and René Galindo for the opportunity they gave me to join Lana, believing in me to help with this amazing project.
Also to Pablo Muñiz (CEO) and Sara Diez (CPO) for supporting me during all this time and giving me the space to think and execute the projects in the best way.
