ETERGO | APPSCOOTER
This is a compiled of project I've been working while in Etergo as a Product designer, UX designer and UI designer.
In total I ran 4 different projects, the most complex being the investment campaign:
INVESTMENT CAMPAIGN
COMPANY
Etergo
ROLE
Product | UX | UI designer
Ensure that the website of Etergo would keep being develop in order to bring value to our customers.
Develop and keep track of the website’s roadmap
Weekly communication / travels with outsourced development team in Ukraine and Berlin in order to keep consistency and alignment in our deliverables.
Manage and allocate team’s effort based on the sprint goals
Backlog management
Conduct basic research such as surveys, interviews and phone calls with customers and investors
Come up with valuable features to be implemented based on outcome from qualitative and quantitative data
Ensure the happiness of the growth team doing bi-weekly 1-1’s, retros and team meetings
Keep an open communication channel with different stakeholders from the company, especially with marketing team, in order to deliver high quality content aligned with the website
OBJECTIVE
Raise €30M using our own digital platform. The webpage was already designer since 2018, so my main job was to have a better understanding regarding our investors profile and propose test and tactics to improve the conversion and generate more money.
DURATION
May - Nov 2019
FINAL OUTCOME
We achieved 13% of the original goal, realising towards the end of the campaign, that the most important aspect for our investors was an efficient and transparent communication regarding the production of the AppScooter. Being in touch with them (through events and calls) made us realise that, they believed in Etergo, but they couldn't invest more until they see more tangible progress. After all, the company had already 5 years and no product in the market yet.
1. ANALYSE AND REVIEW CURRENT PERSONAS
2. SEND OUT SURVEYS TO PRE-ORDER CUSTOMERS AND INVESTORS
With around 900+ answers I manage to take the following main insights:
PRE-ORDER CUSTOMERS
Customers were willing to test and give feedback
Customers would like to receive more updates regarding production and delivery
Navigation was the most expected feature
INVESTORS
Pre-order customers were also investors
Mission and vision of the company was the information that was mostly influencing people to invest
Lack of clarity and information regarding share certificates was the biggest disappointment for investors
3. REVIEW / ADAPT INVESTORS FLOW
4. SET UP A/B TESTS AND TACTICS TO IMPROVE CONVERSION RATES
TEST 1 - ASSESSMENT FORM STEP
HYPOTHESIS
Adding a “assessment” form before users invest would allow us to filter them better and see where to put our efforts on.
Only users really interested in invest would access the funnel.
TIME TO IMPLEMENT
Low
EXPECTED OUTCOME
100% of tracking of all investors
Decrease of drop-off rate before investing
OUTCOME
Tracking 100% of the interested investors
Generated €600k in calls (based on the assessment)
Drop-off decreased in 2%
TEST 2 - ASSESSMENT FORM STEP FOR WISHLIST
HYPOTHESIS
Adding a “assessment” form before users invest would allow us to remove the “waitlist” step into the funnel, converting them automatically.
Having their data would allow us to have a possibility to make calls even if we weren’t had investment rounds in their countries.
TIME TO IMPLEMENT
Low
EXPECTED OUTCOME
100% of waitlist investors saved in our database
Decrease of drop-off rate before joining waitlist
OUTCOME
Save 100% of the waitlist investors to our database
Generated €600k in calls (based on the assessment)
Waitlist drop-off down to 0%
5. INVEST TEAM'S TIME ON CALLING INVESTORS AND PROMOTING EVENTS
As it was possible to invest from €10, there were a lot of people investing low amounts. I saw the opportunity to use the insights from the survey ("customers were willing to test and give feedback") to attract bigger investors and have their voices heard.
The team not only started to call these big investors but they also hosted test drive events to them, allowing them to invest more and/or bring possible new ones.
With these efforts we were able to leverage 3,3% of the total goal in the last 2 months.
