Finance & Accounting BPO Certification
Empowering every brazillian accountant, building trust and growing their revenue
Empowering every brazillian accountant, building trust and growing their revenue
Design Team: Emanuele Conrado, Guilherme Zavam, Renato Paixão
Role: Project Management, User Research & Testing, UX/UI, Copywriting
Year: 2019
The Problem
Accountants face a big problem when dealing with clients: their work is usually viewed as a necessary evil with not much to offer. This project seeks to chance this reality by teaching accountants how to provide high value services to their clients.
The Solution
Having an educated business-minded accountant empowers every business owner. Once they migrate their clients to a cloud based accounting software, they are free to provide various insights that will grow their clients business.
Having an educated business-minded accountant empowers every business owner. Once they migrate their clients to a cloud based accounting software, they are free to provide various insights that will grow their clients business.
We joined forces with one of Brazil's leading accountants, Eliandro Prado. Having a big influence and baggage in the accounting world, we decided on creating course and mentoring program teaching Finance & Accounting BPO, wich is basically a way to outsource de Finance Department in every company, giving the accountant a great insight into its clients finances enabling them to provide interesting and inovative ways to grow their clients business and revenue. In this way, both client and accountant win.
The Research and UX Strategy
Before we could do anything, we decided on our UX Strategy. We started creating our personas doing a guerrilla UX Research and researched our competitors.
We already knew that accountants were looking for ways to build trust with their clients and that they loved learning from those who did it best, but we needed to know if our public was interested in our product.
In order to understand the need for our product we created a landing page to generate buzz and see how many people would subscribe the frist day with nothing but an e-mail as promotion. We had the upper hand because we had a micro-influencer teaching the course and that by itself was enough to create a buzz and have almost 300 people subscribe in the first few hours.
In order to understand the need for our product we created a landing page to generate buzz and see how many people would subscribe the frist day with nothing but an e-mail as promotion. We had the upper hand because we had a micro-influencer teaching the course and that by itself was enough to create a buzz and have almost 300 people subscribe in the first few hours.
Creating the product
After marketing and UX research, deciding on personas and taking a few courses ourselves, we started to develop our own course with Eliandro. Always having in mind where our competitors excelled and where they underdelivered in order to create a great product.
After we had the classes fully recorded and edited, we were able to create motion graphics, our website and the marketing plan. Our main focus was on delivering the most value to our clients, so our strategy focused a lot on the trust they would gain from their clients and the potential growth in their revenue. Those two main points were reinforced throughout our comunication.
A website was created to sell the course and mentourship. In order to convey a certain likeability, we created illustrations to show people how Finance and Accounting BPO worked. We also focused a lot on Eliandro's social cachet and on the bennefits one would get by getting the course.
The Marketing Campaing
A website was created to sell the course and mentourship. In order to convey a certain likeability, we created illustrations to show people how Finance and Accounting BPO worked. We also focused a lot on Eliandro's social cachet and on the bennefits one would get by getting the course.
A website was created to sell the course and mentourship. In order to convey a certain likeability, we created illustrations to show people how Finance and Accounting BPO worked. We also focused a lot on Eliandro's social cachet and on the bennefits one would get by getting the course.
We also relyed heavily on social media and e-mail marketing to reach our goal. To maximize our reach we did a lot of A/B testing and segmentation on e-mails and worked a lot with instagram stories to reach our public.
The Results
The product was (and still is) a sucess! The accounting community often reffers to it as the best Finance & Accounting BPO Certification and we still make revenue from selling it.
In this project I was the Project Manager and Lead Designer. I was responsible for streamlining everything and making sure that nothing got lost in communication, I also art directed the entire project and worked as a bridge between the stackholders. I also conducted user reasearch, usability testing and wrote the copy.
It was my first project as project manager, handling stakeholders and mentoring another designer. There was a lot of juggling because I still had to keep other projects on track, but it showed me that I have an extremally goal oriented mind, that I am very result-driven and that I love managing, empowering and grooming other designers.
This project currently generates over 25k USD every quarter.
