Product Growth, Conversion Rate Optimization, UI/UX Design, Engineering
Supercharging product led growth to create a financially inclusive world
Kiva.org is a non-profit organization that provides micro-loans to underserved communities in developing countries. Since its founding in 2005, Kiva has facilitated over $1.5 billion in loans to entrepreneurs and small business owners around the world. By providing access to capital, Kiva helps people lift themselves out of poverty and improve their lives.
Niftic specializes in helping businesses achieve product-led growth. When Kiva.org approached us for help, the organization was already doing great work, but they were looking to increase their impact by improving their product and user experience.
We utilize a strategic design thinking process to drive product-led growth for our clients. This process involves a deep understanding of the user and their needs, which allows us to generate ideas for improving the product and user experience.
We then develop experiment hypotheses based on these ideas, which are tested through A/B experimentation. This involves designing experiments and building A/B experiments to test different strategies and optimize the product growth strategy. By using data to inform iterative decision-making, we are able to identify the most effective tactics for driving product-led growth, ultimately leading to increased user acquisition and conversion rates.Specifically, we worked closely with Kiva.org to ideate new product fit for the organization. This involved exploring new trends in user archetypes and identifying areas of opportunity for Kiva.org to expand its impact.
Through Kiva user research, we discovered that younger users were more likely to identify with broader cause areas rather than micro-lending itself. This insight led Niftic to explore new ways to inspire lending and communicate the impact of Kiva micro loans through the lens of broader causes such as Women Entrepreneurship, Health Access, and Education.
We developed a range of strategies to inspire lending and communicate impact through the lens of broader causes. This included developing new messaging that highlighted the positive impact of Kiva micro loans on these cause areas, as well as creating new product features that made it easier for users to lend to borrowers in these categories.
Kiva.org was able to expand its impact and attract new users who were passionate about supporting these broader cause areas. By working together to ideate new product fit and explore new ways to inspire lending and communicate impact, we were able to create a more effective and impactful product that met the needs of a broader user base.
Conversion Rate Optimization
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Utilizing a strategic design thinking process to drive product-led growth and user experience.Learn about this project’s strategy
“Younger audiences form strong identities around causes they care about. That’s different from our generation. That’s why wider causes can serve to cast a bigger net to pull in new users.”
David Herzog, Design Director
Expanding impact by focusing on broader cause areas such as Women Entrepreneurship, Health Access, and Education
Introducing gamification to add new delightful experiences for users that motivate progress towards goals.
New Product features to inspire lending as well as highlight product Impact of Kiva micro loans on Women Entrepreneurship, Health Access, and Education