- Financial services
Attracting a wider range of customers starts with understanding them
Rico is one of Brazil’s best known digital investment companies. In 2016 they sought out Livework to help them with their new customer acquisition plan by radically rethinking their online service. The approach we took transformed them into a 100% digital service, attracting a far wider range of customers than before.
Streamlining the website to broaden the appeal
The majority of the company’s customers had traditionally been seasoned investors. Rico came to Livework seeking help to broaden their appeal to younger investors with less experience of financial markets.
Fail fast to succeed early
Over seven months we dived deep into customer behaviour and needs to co-design a solution that communicates on different customers’ levels and meets Rico’s business objectives.
One of the key insights of the research was that Rico perceived the service they provided via phone as a key strength: ‘Taking the customer by the hand’ and guiding their investments. This sense of being guided and reassured was not provided by the online experience. User-research revealed that the website was regarded as over-populated and confusing.
As we continued to work with customers and stakeholders to design a new approach, we built and tested prototypes to ensure that the new site was continually confirmed as meeting user needs.
A website that speaks the user’s language
The new site has now been launched. The modular system is designed not only to be responsive to user behaviour but also to learn from it, which should support the creation of new products and content for each user profile and further grow and diversify the customer base.