| PROJECT OVERVIEW
CLIENT
Nequi is a digital wallet and banking platform under the Bancolombia Group, operating in Colombia, Panama, and El Salvador.
Nequi is a digital wallet and banking platform under the Bancolombia Group, operating in Colombia, Panama, and El Salvador.
PROJECT
Nequi’s parent bank in El Salvador, Bancoagricola, engaged our team for a User Research project in order to develop a strategy and roadmap for the digital wallet’s successful launch in the country.
Nequi’s parent bank in El Salvador, Bancoagricola, engaged our team for a User Research project in order to develop a strategy and roadmap for the digital wallet’s successful launch in the country.
KEY ACHIEVEMENTS
- Leadership: Led the end-to-end research process in San Salvador, El Salvador, collaborating with and guiding a cross-functional team to ensure a comprehensive market understanding.
- Research expertise: Conducted in-depth research on El Salvador’s youth demographic, identifying key needs, pain points, and preferences regarding digital wallets.
- Strategy: Facilitated alignment among key stakeholders across different departments, creating a unified vision for Nequi’s market entry.
- Leadership: Led the end-to-end research process in San Salvador, El Salvador, collaborating with and guiding a cross-functional team to ensure a comprehensive market understanding.
- Research expertise: Conducted in-depth research on El Salvador’s youth demographic, identifying key needs, pain points, and preferences regarding digital wallets.
- Strategy: Facilitated alignment among key stakeholders across different departments, creating a unified vision for Nequi’s market entry.
IMPACT
Delivering key customer insights enabled our client to refine their go-to-market strategy, enhancing their potential to effectively engage and serve the young population in El Salvador.
Delivering key customer insights enabled our client to refine their go-to-market strategy, enhancing their potential to effectively engage and serve the young population in El Salvador.
| THE RESEARCH PROCESS
01.
We began our research by analyzing key market trends both locally and internationally, focusing on digital wallets and the client's target market segment. Additionally, we conducted a competitive analysis, examining Nequi’s direct competitors to understand their value propositions and customer appeal.
02.
As the project progressed, we identified misalignment among the client’s team leaders regarding Nequi’s vision. Through in-depth interviews with key stakeholders, we uncovered key perspectives ranging from strategic direction to operational challenges that needed to be addressed before the product launch.
Our findings were synthesized into a vision document and an insight presentation, ensuring clarity and alignment across the organization. and providing us with clear topics to develop in our on-site research process.
03.
We carried out field research across four cities in El Salvador, exploring the daily lives, needs, and preferences of over 30 young people.
Our methodology included in-depth interviews, shadowing, and a diary study, enabling us to gather valuable insights on key topics such as daily routines, money management, banking relationships, and perceptions of digital wallets.
04.
Our research process led to the identification of eight key insights crucial to shaping Nequi’s market strategy. Additionally, we developed user personas, providing a deeper understanding of the diverse target audience and ensuring a more tailored approach to their needs.
As a result of this research process, our client’s team gained a deeper understanding of their customers and was able to strategically plan for the upcoming product launch using research-driven insights.
