Building a Modern Citizen Services Portal

La Sfida

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.

Il Nostro Approccio

Ricerca, Analisi e Fondamenta Strategiche

• 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

Design, Sviluppo e Implementazione

• Ridisegnati i flussi utente chiave sulla base dei risultati della ricerca, eliminando tre passaggi inutili dalla registrazione
• Costruito un framework di test per permettere al team di rilasciare aggiornamenti settimanali invece che mensili
• Aggiunta personalizzazione basata su quello che gli utenti facevano nel prodotto, non solo sui dati demografici
• Create dashboard che davano al management una visione chiara senza bisogno di un analista dati per interpretarle

Lancio, Ottimizzazione e Scalabilità

• 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

Cosa Abbiamo Imparato

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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