iFood Benefícios is a B2B2C platform that digitizes the management of corporate meal and food vouchers. The solution connects companies, employees, and merchants through an ecosystem integrated with the iFood marketplace.
Overview
Problem
The non-logged onboarding of iFood Benefícios presented three critical challenges that directly impacted user conversion and retention:
· Outdated visual identity that did not reflect the current brand standards
· Long and inefficient journey with content accessed only once by users
· Low visibility of the product's benefits and advantages
Achieved Results
+33%
money share on iFood
+53%
conversion in the offers area
+86%
interaction in the rewards area
Process
Research & Discovery
I conducted analysis of general metrics, conversion funnel, event tracking per session, and cohort behaviors and found:
· Of 707k MAU (Monthly Active Users) in June 2023, only 20.4% accessed the offers area and 13.4% the rewards area after onboarding.
· Users did not understand the product value and the advantages of the iFood ecosystem.
· The money share between BUs was 32.4% in June 2023.
Competitive Analysis & Benchmarking
I analyzed the main competitors in the corporate benefits market, identifying patterns of:
· Clear and direct value communication
· Onboarding focused on tangible benefits
· Simplified, goal-oriented journeys
Explorations & Value Proposition
Created an area focused on benefits, considering future app evolutions with anticipation and persuasion of the product's value, highlighting the benefits and advantages as a user job to be done for a more valuable experience.
More than 40 different explorations were created, with microinteractions and animations to further engage users to explore the non-logged onboarding. These explorations were tested with real users to validate the value proposition and user journey.
Solution
The solution features a new, more modern visual identity consistent with the new web platform and sales channels, as well as a more simplified and efficient onboarding journey, with microinteractions to encourage scanning of the product's advantages and features.
Handoff for development
Figma file handoff with all use case scenarios, user journey, illustration variations that were also created by me, behavior on smaller devices, and accessibility specs.
Success Metrics
Business Impact
Key Learnings
Information Balance
How to communicate enough value without overwhelming the user? The solution was found through clear visual hierarchy and focus on tangible benefits.
Impact Measurement
Structuring metrics that allowed us to validate hypotheses conclusively.