Helping Babbel B2B to generate 500,000 € revenue

In 2022 Babbel B2B team experienced some high client churn and minimal overall growth of 0.64%.

In 2023 the team achieved a higher retention rate and renewing subscriptions. There was a increase of 88.64% conversion from leads to new clients and as result a total revenue of €500,000 for the year.

platform

Web
Saas

timeline

6 months
2023

my role

Design strategy
User research Competitors Analysis Information Architecture Visual Design
Prototyping

My role

My role

My role

When I joined the team, there wasn't a formal design process in place, and the product interface lacked user-centric approach. As the first designer in the B2B team, I focused on building a design process

that would ensure continuous improvement in the product's quality.

The user problem

The user problem

The user problem

The product lacked a way to demonstrate ROI to customers, leading to a perceived lack of value.
In 2021, the B2B team had 2,200 clients. 

While they acquired new prospects in 2022, they also experienced some client churn, resulting in a minimal overall growth of 0.64%

Identifying Personas

This approach helped me to gain a deep understanding of who are the users and what specific challenges they face and I've identify 4 groups of users:

HR (Human Resources):
Focuses on recruitment, employee relations, payroll, benefits, and compliance

People operations:
Typically involved in the broader operational aspects related to personnel management within a company.

Managers:
Who wants to track perfomance of learning

This approach helped me to gain a deep understanding of who are the users and what specific challenges they face and I've identify 4 groups of users:

HR (Human Resources):
Focuses on recruitment, employee relations, payroll, benefits, and compliance

People operations:
Typically involved in the broader operational aspects related to personnel management within a company.

Managers:
Who wants to track perfomance of learning

This approach helped me to gain a deep understanding of who are the users and what specific challenges they face and I've identify 4 groups of users:

HR (Human Resources):
Focuses on recruitment, employee relations, payroll, benefits, and compliance

People operations:
Typically involved in the broader operational aspects related to personnel management within a company.

Managers:
Who wants to track perfomance of learning

CompetitorAnalysis

This step aimed to benchmark against what is currently available in the market and identify gaps in the product. We discovered that most of our competitors already provided a reports tool to their clients. This finding was important to define a minimum viable product (MVP).

Solution

How might we create a reports dashboard for clients with information that is valuable and usefull for all different user needs?

  • Manage bookings

    Manage your bookings easily with built-in booking widget.

  • Showcase your listings

    Show the best parts of your locations with style.

  • Highlight 3

    Manage your bookings easily with built-in booking widget.

  • Highlight 4

    Show the best parts of your locations with style.

Results

Results

Results

Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.

Increased Efficiency

Users report significant time savings and improved productivity through optimized scheduling recommendations.

Positive User Feedback

High user satisfaction ratings and positive reviews highlight the app's intuitive interface and powerful AI capabilities.

Growing User Base

The app quickly gained traction among individuals and businesses worldwide, with a steady increase in user adoption and engagement.

© 2024 – Carina de Magalhães

© 2024 – Carina de Magalhães

© 2024 – Carina de Magalhães