Strategic Advantages of Unified Account Management

Nea is a fintech startup that provides a platform to facilitate financial management and decision-making across the organization.The company offers everything from corporate credit cards to delegating control of different budgets for various purposes. Overall, Nea’s mission is to revolutionize corporate finances in Mexico by offering financial solutions to all members of the company.

In response to the dynamic growth trajectory and evolving needs of our customers, Nea's platform was initially structured to accommodate a single account per user (company). However, as our user base expanded and diversified, we conducted a thorough analysis revealing a pivotal statistic: approximately 18% of our customers possess more than one business name or subsidiary.

This revelation underscored a critical challenge: the cumbersome task faced by these clients when attempting to integrate additional businesses into our platform. The current system necessitated the management of separate logins and passwords for each distinct business account, presenting an inconvenience both for existing users and prospective clients with multiple enterprises.

This realization brought to light three primary issues:

Difficulty to analyze and compare financial data across different business entities.

Frustration stemming from fragmented user experiences that may lead to customer dissatisfaction and churn.

Heightened administrative burden incurred from managing multiple login credentials, passwords, and interfaces for each business account.

Before starting the project, I did competitive analysis to identify recurring design patterns intended to improve our login experience and addressing scenarios where users had to navigate or switch between multiple profiles.

Through this exploration, I discovered that despite belonging to a different industry as a streaming service, Netflix's platform architecture embodies a functionality analogous to our objectives: the ability for users to establish and manage multiple profiles within a unified account structure. This finding indicates the potential applicability of analogous mechanisms to streamline our platform's user experience.

During this stage, my team and I worked collaboratively to produce as many ideas as we could that would tackle our problem statement that we defined earlier by crafting initial wireframes to visualize the layout and user flow.

Here are some of our design ideas and iterations that we did during this process:

Once we had our mockups and interactive prototype ready, we carried out a usability test to validate our design and receive feedback from 10 of our users. Some of the highlights from this usability testing were:

7 out of 10 users could finish all their tasks successfully.

4 out of 10 users could finish all their tasks in under 2 minutes.

5 out of 10 users were influenced by the new notification indicator.

After sharing our findings and results to Product Managers and Developers, we compromised to set out and prioritize 3 main features for our MVP:

Portal with all the active businesses once logged-in.

Switch between businesses from dashboard.

Enhancements in “Manage Company”.

Implementing a seamless multi-business switching feature represents a significant step towards improving user experience and convenience for companies with multiple business entities.

This solution empowers users to:

Save time and effort by reducing the need to login and out of separate accounts.

Facilitate the analysis of financial data across multiple businesses, allowing users to make informed decisions and identify opportunities for optimization or growth across their business portfolio.

Reduce the hassle of adding new users for each of the companies.

In conclusion, this project reinforced the importance of user-centric design, iterative development, collaborative decision-making, and prioritizing features that deliver tangible value to users and businesses alike.