Sabi is a digital bookkeeping app that allows small businesses to monitor and manage their transactions and customers, get insights into their cashflows, issue receipts, and effectively manage customers who owe them.

The problem was that businesses that signed up for Sabi's bookkeeping app aren't using it (inactive users outnumber active ones).

I collaborated with the research team to conduct qualitative interviews with business owners in order to better understand the causes.We chatted with 140 inactive company owners who had registered on the app.

40% of business owners stated they recently downloaded the app after seeing it on their friends' WhatsApp and Instagram statuses.

They were unsure what the application was for.30% stated they were too busy to use the app and perceived it as an extra chore compared to writing with a pen and paper.

20% of them forget to use the app.

10% stated that the application was constantly crashing and that they had lost part of their data.

They attempted to contact customer service but were unable to do so, so they became enraged and terminated the call.

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With the redesign, the software and SwiftReceipt raised 5.5 Million dollars in funding in 2022