Research
With the MVP out, we spoke to and visited our users for some qualitative insights, and used data and conversion numbers for the quantitative ones. We discovered a few things -
Only 12% users were able to set up Capital Management organically, without sales help.
New use cases
Businesses used udaan capital for a use-case we didn’t suspect: to share their invoices for the first time with their customers. Instead of downloading, attaching, and emailing invoices from their Tally desktop machines, users preferred to simply share invoices with their customers on WhatsApp, directly from Udaan capital. This was a recurring behaviour, since businesses would always have to share invoices with their customers.
Indian small business owners’ relationship with tech
Given that the users were business owners across India, of ages between 30-55, their familiarity with tech and the way they used it was different. We discovered -
Commonly used business terms had better recollection for them instead of ones which may sound simpler. E.g. "Follow ups" instead of "Sending Reminders", "Stock items" instead of "Inventory" (which is also a word that Tally uses).
Certain actions represented certain objects or entities. Sending a reminder was associated with "WhatsApp", sending an invoice was associated with a "PDF".
They were familiar with a few apps, especially WhatsApp, and expected udaanCapital to work like that from a usability standpoint.