Building a Modern Citizen Services Portal

El Desafío

The company had a good product but was stuck. Customer acquisition costs climbed each quarter, organic growth had flatlined, and the sales team spent too much time on leads that went nowhere. They knew the product worked -- they just had no repeatable way to get it in front of the right people.

Nuestro Enfoque

Investigación, Análisis y Fundamentos Estratégicos

• Audited the existing tech stack and identified 14 gaps that needed fixing before anything else could work
• Designed an architecture that could handle 10x the current load without a rewrite
• Created an implementation roadmap in three phases, starting with the changes that would show results within 60 days

Diseño, Desarrollo e Implementación

• Rediseñados los flujos de usuario clave según los hallazgos de la investigación, eliminando tres pasos innecesarios del registro
• Construido un framework de pruebas para que el equipo pudiera lanzar cambios semanalmente en vez de mensualmente
• Añadida personalización basada en lo que los usuarios hacían en el producto, no solo en datos demográficos
• Creados dashboards que daban al equipo directivo una visión clara sin necesitar un analista de datos para interpretarlos

Lanzamiento, Optimización y Escalabilidad

• Launched acquisition campaigns on the two channels that testing showed worked best
• Built automated email sequences that moved prospects forward based on what they clicked and downloaded
• Set up a referral program that rewarded existing customers for bringing in new ones
• Created a content strategy targeting the specific search terms that potential buyers were using

Lo Que Aprendimos

1. The highest-performing acquisition channel was word of mouth from users who genuinely liked the product. No ad campaign came close.
2. Reducing monthly churn by 2 percentage points had the same revenue impact as increasing new signups by 15%. Retention math is unforgiving.
3. The single biggest ROI came from fixing the user experience. Removing two unnecessary steps from the signup flow improved every downstream metric.
4. Translating the website was not enough. Each market needed different pricing anchors, different trust signals, and sometimes a completely different value proposition.
5. When marketing, sales, and product all tracked different numbers, every meeting turned into a debate about whose data was right. Agreeing on metrics first eliminated that.

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