Klubi: a phone
in fixed instalments
PicPay wanted to grow beyond mobile top-up. We tested four telecom ideas with real users before building any, and the winner became a new way to buy a phone: a credit people had never used, explained in a handful of screens.
Mobile top-up was on its way to becoming obsolete.
The company wanted a wider telecom offer. Widening an offer is easy to get wrong, so before anything was built I went to our users.
First the competitors, then conversations with people about their phone and internet. From that came four product ideas, from carrier plans to phone rental.
We tested all four with what the app already had.
Partner offers placed in existing screens, easy for tech to ship, and we watched what people used. What drew interest was refined; what didn’t was dropped, at almost no cost.
The winner: pick a phone price, pay 24 fixed instalments, get the credit after the 12th.
No interest, no bids, no draws. A credit product most people had never used, so the design job was to make its rules clear in a handful of screens: how it works, what it costs each month, when the credit arrives.
Five people tried the prototype. Every finding pinned to the screen where it happened.
never scrolled the benefit cards, so most benefits went unseen.
asked if they could pay early, and the flow didn’t say.
read the note on what happens after confirming.
Klubi launched and turned a profit
A new source of revenue beyond mobile top-up. Because four ideas were tested with what the app already had, the company built only one: the one people had already shown they wanted.
It shipped with tracking and surveys in place, so the team could follow it from day one.
