Xiclo

ENTER THE WAVE
OF ZERO WASTE

Xiclo is a B2B2C Saas that helps stores and users make their deliveries in returnable packages.

Xiclo accelerates businesses and clients transition to circular economies through traceable reusable packages in deliveries and on-site stores.

ROLES:

BRANDING / PRODUCT DISCOVERY / UX / UI

TOOLS:

PRODUCT ROAD MAP / FIGMA / TRELLO / JIRA / ADOBE SUITE / BMC

THE CHALLENGE

Our main challenge was to bring to life a company with a scalable vision that would keep a team going forward into building products that leverage the climate-action momentum that world politics are addressing.

The delivery market was our first target. Covid19 showed us the opportunity. We were generating more waste than ever in deliveries. Bags inside bags inside bags. Our first service was aimed to help businesses deliver their food in traceable packages and also offer a memorable experience to final users so they actually return the items back.

As part of the founding team at Xiclo, I’ve had to wear a lot of hats, from Branding to Product and Service Design.

1. THE BRAND

We worked on several methodologies like the Golden Circle and Branding Workshops to define our name, what, how, why, values, culture and the heart of our language. As creative director, I’ve lead several branding cases and communication strategies. I believe stories create teams, communities and movements.

We knew this was going to mean enormous impact when approaching to UX Writing and eventually designing and filtering all type of communication strategies with the marketing team.

That is why one of our greatest endeavors was to establish clear and useful Brand Guidelines, also to share them with our partner stores as part of a bigger communication toolkit.

BRAND GUIDELINES

2. THE PRODUCT

Parallel to the branding process, we dived into Product Discovery and drew a product roadmap to define our scope and prioritize actions according to stakeholders and market opportunities, given the fact that political regulations on single use plastics were about to bring a whole new context and we had to join the momentum.

MAPPING
THE
JOURNEY

RESEARCH - DEFINE - DESIGN - TEST

Benchmarking was our fist step. We explored how similar companies were approaching to the service and understood their communication with users. Competitors were mostly product brands (cupclub/clubzero, vytal, etc.) advertising packages, we we’re decided to build a movement and that helped us shape an joyful and scalable experience.

We defined our main objective for an initial MVP with key stakeholders: to build a pilot for one store with a small coverage, so we can manage operations in a cost-effective way while testing the product. To sketch the user journey, UX research with clients and employees of this particular store was key. We did various workshops with stakeholders and potential users to test initial wireframes. We also did card-sorting and tree-testing to help us define our user app map and website map.

Sketching the users journey was key. This has been the true challenge because some moments of truth depend on the stores we work with. That is why we had to deliver also partner-app easy to use for store operators, to have them scan the packages and associate them with buyers. But mostly, we had to cover the voids when the user leaves our app to go to each store and make their order. We made a detailed communication strategy with push notifications a mailings, to make the user come back to our app and return the packages.

We also had to define how to approach first users and establish channels to gather feedback from them. This users were selected with an equitable design vision, most of them were elderly people, clients of our partner store. Through the store, we managed to keep contact with them using whatsapp, phone interviews and questionnaires using Typeform.

At last we built our MVP: one app for clients, one for store operators, and one for the laundry operator.

Before delivering to the development team, we created a high fidelity prototype using Figma and tested several times with stakeholders and 4 different personas. Our hardest pain point was getting the user payment method. We managed to co-create with users how to make them trust us and understand, with a short efficient copy, that we will not bill them unless they don’t return the packages on time.

After testing, our whole onboarding journey changed, opposite of how our competitors were doing it, we decided to hold this payment step until the user was actually about to jump to the partner store. This increased registrations by 70%.

CURRENT
STATE

Once our pilot was completed and we tested our product, iterated our MVP and added new functionalities. We now have a Returnability System that helps stores transition to a sustainable delivery and take-out service. New functionalities came up according to our product road map: stores directory, search filters, inventory details, among others.

"THE TRUTH
IS OUTSIDE
THE BUILDING"

We keep constant communication with users and mostly with stores, our current challenge is to smooth the onboarding process for stores. That is why we are currently developing a Xiclo ToolKit for stores and the Xiclo Widget, to make the link to our system easier.

As we face the sprints, one of our goals is to keep building our design system. Since the first MVP we are constantly feeding it with an atomic design approach. Also, we keep track of our metrics with qualitative and quantitative data, using analytics, heat maps, surveys and questionaries.

I’ve been working since 2021 designing Xiclo products as Head of UIUX and Design. Here are some screens of the current screens, some teasers for the reward system and a piece of the design system we are constantly updating.

THE
WAY
AHEAD

Xiclo was launched officially in January 2023 and we have already avoided thousands of single use plastics. We are designing our reward system to motivate and retain users and, number-wise, we are now welcoming one store each month.

UX SCORE: 4.4/5

Delivery experience improved by 72%

96% NPS

WEB

Using the same approach, we created the website of xiclo. You are welcome to visit: