Mexico’s leading payment platform for content creators needed to reevaluate its payment experience to ensure it matched their value proposition

While the platform performed quite well and allowed customers to complete their journey, the level of confusion as well as the lack of certainty in clients showed there was a huge area of opportunity to improve this platform to enhance even better experiences

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Case Study

Hotmart is the leading course and subscription platform for content creators in Latin America needing to evaluate if the payment experience in Mexico could improve.

THE EXPERIENCE OF WORKING WITH HOTMART WAS VERY UNIQUE AS IT OPENED A WIDE OPPORTUNITY TO UNDERSTAND USERS FROM A DIFFERENT PERSPECTIVE
WHILE FINDING WAYS TO IMPROVE THEIR EXPERIENCE IN THE PLATFORM.

Project synthesis

Project location: Mexico

Main role: user research, synthesis and recommendations

Length of project: 2 months

Project and facilitation languages: Spanish

Project Implementation Status: Unknown

Hotmart is considered the ThriveCart for Latin America, a leading payment processor for content creators offering courses and subscriptions.
While customers have been able to complete transactions historically in Mexico, Hotmart was aware the product had grown too quickly as a spin off of their Brazilian solution and it could be having serious issues in the user experience, even when the end goal was achieved by users they wanted to discover the level of ease or frustration and the areas of opportunity to create a better experience.
We were hired to understand the payment experience in Mexico with an extremely simple goal “How can Hotmart improve the payment experience in Mexico for all of our users”
And while the goal was very clear and simple, the execution of this project required lots of research and recruitment to be able to effectively understand the user’s pains when using Hotmart. To no one’s surprise there were large areas of opportunity to dive into with an overall experience of success that achieved the user’s goals.
User research to understand the different users that use the platform.
In-depth user interviews and shadowing exercises.
Deep analysis of current state and benchmark of similar platforms and experience.
Recommendations
1. Deep dive research about the current state of the payment experience
2. Benchmark analysis
3. User personas and user journeys
4. Identification of areas of opportunity
5. Recommendations for improvement to achieve the goal.

The project flow

The first phase of this project was to understand the current stattus. ofthe payment processing system and the potential areas of opportunity, while doing a benchmark about other processing platforms in Mexico and understand the value proposition they offered or the pains they could create for users.

Phase: Discovery
In order to understand how the current design and user experience of Hotmart's payment processing system, we had to discover the type of users, from data provided by the client, we were able to identify 4 main user personas who had different levels of knowledge and understanding of financial tech and tech tools. These 4 user personas were positioned across a matrix providing us with ample understand of pains experienced at each side of the spectrum.

Phase: Discovery
We dove into one on one interviews with recruited users many whom had used Hotmart before but also those who had never experienced the platform's experience, and through a shadowing exercise we were able to understand their pains and moments of confusion while also understanding the valuable parts and highlight the great potential of this system.

Phase: Research
With a clear understanding of the areas of opportunity, our benchmark analysis, and best practices in the industry. We were able to identify the key components in the experience that needed to change to enhance the experience we wanted to provide users with, a safe, transparent, flowing, and easy to use platform.

Phase: Ideation + Design
With a very clear and transparent experience to present to customers, we designed a series of recommendations at different stages of the experience that could enhance the way customers finalize a financial transaction with full trust and ease.

Phase: Recommendations