Overview
Nacional Monte de Piedad is a private assistance financial institution whose purpose is to provide low-interest loan services in exchange for gold and electronic products for people in different states of Mexico. In the lending circle, sometimes there is a remainder that has to be collected by people when the item being pawned is sold. When people do not collect that remainder, it is used to support social investment campaigns, that is, organizations contributing to the ONU's pillars in Mexico.
It is important to create a web page so that the organizations, internal staff, and clients of Nacional Monte de Piedad can learn about this effort. In addition, the existing page should be homologated to the efforts to create a digital environment.
About the process
Immersion
The project lasted 13 weeks. Two weeks were spent immersed in document analysis, competitive analysis, hypothesis development, research plan, and recruitment.
Research
We had three weeks to do four interviews for every type of user; we evaluated the concepts and existing products, a benchmark, a customer journey as is and business opportunities, and a list of jobs to be done with the research findings.
The qualitative research methods helped us discover users' motivations and needs:
Audit
An audit of the website was carried out to determine the current state of the digital experience. Information from the call center was added during call periods, along with frequently asked questions and a UI design analysis of components, colors, and images according to the identity manual used at the time.
Interviews
An average of 3-4 interviews were conducted per type of user to analyze their interaction with the site. We also spoke with stakeholders to understand their needs and define their expectations.
Authorized Companies that receive donations: Authorized Donees are civil organizations or trusts that can receive income tax deductible (ISR) donations from individuals or legal entities.
Potential donors: People who are interested in donating assets.
Strategic Allies: They are strategic consultants who help companies that receive donations on various topics such as strengthening Organizational Capacities, which is promote the strengthening of the administrative and operational capacities of organizations. Strengthening Interventions which refers to accompanying organizations to increase the variables of relevance, effectiveness, efficiency, sustainability and evaluability.
Internal collaborators: People who work at the institution and want to know more about what Nacional Monte de Piedad does.
Journeys
The users' current experience of the Social Investment site was mapped to identify the tasks, actions, and pains they face during the digital experience and, based on these findings, find solutions.
Synthesis
Then, two weeks are dedicated to the synthesis of research findings, insight identification, areas of opportunity, an actual journey map from different users, delivery of research findings, and an ideation workshop.
Disjointed information
Opportunity: Rethink key messages. Show in an integrated and organized manner the three fundamental axes of work, vision, work, methodology, calls and results.
Statement: “There is a lot of information, I don't see it really directed at what they want me to know.” Araceli Campos
How could we?:
Reorganizing the information architecture
Prioritizing and synthesizing key messages
Illustrating with closer and more real images
Does not encourage communication
Opportunity: Reposition Social Investment by integrating the pledge business, including its collaborators.
Open opportunities and communication with allies and potential donors.
Statement: “Community guarantees that the money goes where it needs to go. But then they put it into the common fund and use it to survive… If we found an organization that would help us do better, we would look for it.” Alberto Cárdenas, Philanthropist.
“...I couldn't see photos of branches, they could highlight the process a little, you can see when it ends but you never see how it begins: in the branches.” Octavio Haces, Branch Manager
How could we?
Showing the relevance in the virtuous circle from the effort
Giving visibility to strategic allies
Integrating contact with potential donors to the site
Low brand value
Opportunity: Reflect the social essence of NMP starting with commitment.
Position NMP as an articulating entity between institutions with the necessary capacity and maturity to locate and enhance the effect of third-party contributions through its methodology.
Statement “...The work that Monte does is extensive: it affects so many areas and that is not reflected on the page, it does not give you the dimension of diversity of areas that result in an impact on people” Ana Gómez, UNDP
“We are a private assistance institution, the new generations are totally unaware of what Monte de Piedad is, of its essence.” Antonio Marcial, Branch Manager
How could we?
Integrating the effort with the social work of NMP
Showing off the achievements of the DIS
Showing annual and historical results that demonstrate the experience and evolution of IS
It is not inclusive
Opportunity: Show the sensitivity that NMP and IS have towards society
Statement: "The issue of inclusion is something that many institutions are working on, something very current and I don't see it here. We are beginning to include it in our tools, so different audiences with some difficulty will be able to interact with our own virtual developments " Paulo Diaz, SPK
How could we?
Developing a website with assistive audio and reading technologies
Using friendly and approachable language
The strategy of digital experience
Four weeks of concept development, roadmap definition for the MVP, definition of KPIS, information architecture, user flows, and wireframes
The priority is to design a repositioning experience that manages to strengthen the bond between its users, generate support for the most relevant initiatives in the area, and disseminate the social work of NMP.
A new information architecture was created, the images that would accompany each section were chosen, and the wireframes were created with the help of the design system.
Here you can visit the website that was created and is still in use: https://inversionsocial.montepiedad.com.mx/es/
Final thoughts
This was a very profound project in which we learned as a team about organizations in Mexico and donations. We also managed to improve a very important communication channel for Nacional Monte de Piedad. In addition, we continued for some years contributing strategies to that first extensive investigation.
