Strategic Engagement in Brazil
As a UX Designer at Migo, a San Francisco-based lending startup, I played a critical role in exploring expansion opportunities in Brazil's wholesale retail fashion industry. Migo’s unique AI-driven micro-loan system, primarily serving Africa, was poised to be adapted for the Brazilian market.
Groundbreaking Field Research
In early March 2020, I embarked on a crucial journey to São Paulo to conduct comprehensive research in the Brás district. This research was a blend of generative and contextual inquiry, straddling both market and user research domains.
Brás is one of 96 districts in the city of São Paulo, Brazil. Administratively part of the Southeast Zone of São Paulo, Brás is located immediately to the east of the historic downtown in the Subprefecture of Mooca. The district is an area of heavy industry with many factories and warehouses, known as a center of textile manufacturing.
Deep Dive into Brás
My focus was to unravel the complexities of Brás, a hub for wholesale women's fashion, and to unearth opportunities for Migo’s product. Collaborating with local experts, I immersed myself in the district's bustling ecosystem, studying the dynamics of the 10 major wholesale shopping malls and the surrounding retail network.
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Research Methodology
Leveraging my expertise in UX, I orchestrated interviews with a diverse set of stakeholders, employing a flexible approach to gain authentic insights. My methodology was tailored to capture the intricate dance between various roles within the Brás marketplace.
Compradores, or buyers come from all over Brazil on busses organized for that purpose. These busses are filled with retailers from businesses of all sizes. They come with cash, and go back with goods to stock their racks.
Guias, or guides drive the busses that bring all the buyers in. They have relationships with representatives, and work very closely with porters and other agents.
Representantes or representatives are middle-men that work with larger buyers, arrange ongoing purchases remotely, and are even involved in arranging credit.
Lojistas or sellers, are the backbone of the whole machine, they manage the shops that sell to the buyers. They design, manufacture and sell their wares, and work hard to establish relationships of trust with their buyers.
Innovative Data Organization
Faced with the challenge of remote collaboration, I pioneered a novel method of data organization using Figma. This approach allowed for dynamic categorization and analysis of interview data, ensuring seamless international team collaboration.
Persona Development and Targeting
The culmination of this research was the creation of detailed personas, shaping our discussion on potential business opportunities and target markets.
Navigating Pandemic Challenges
As the COVID-19 pandemic unfolded, I adapted swiftly, concluding my research just in time to return to the US, armed with invaluable insights that would shape Migo's strategy
Impact & Results
Catalyst for Series B Funding
My research was instrumental in securing a $20M Series B funding round, demonstrating the potential of Migo’s product in the new market.
Foundation for Product Launch
The insights gained laid the groundwork for the development and successful launch of Migo's tailored lending product in Brazil.
Expertise in UX and Market Adaptation
This project showcased my ability to adapt UX methodologies to different cultural contexts and rapidly translate research into actionable strategies, marking a significant milestone in my career as a UX Designer.
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