LICIFY VENDE+
UX•UI | RESEARCH
LICIFY VENDE+
UX•UI | RESEARCH
UX, Research, Prototype, Design System
80 points NPS, +30% Product Market Fit & the product plan secured a 3.4 MUSD of investment.
With Licify Vende+, our goal is to train contractors to become more competitive and visible, while providing them with access to financing through our fintech platform, which offers upfront payments and progress-based payouts. This ensures cash flow for contractors and gives builders the confidence to choose the right partner.
We redesigned the strategy, experience, and user interface to turn the platform into a space for managing projects, communication, and cash flow.
A partner that helps save up to 20% in cash and one month in contract execution.
Licify Vende+ redesigned the software to train, strengthen, connect, and support subcontractors throughout the tendering process. With Vende+, they can: (1) manage contracts and compliance, (2) acquire insurance policies, (3) manage and pay invoices, (4) organize essential documents, and (5) track accounts payable and receivable.
As a result, contractors can track the records and reputation, operational capacity, future cash flow needs, bidding quality, and financial performance of the subcontractors they select. Additionally, Licify can assess risk and cash requirements, set pre-approved limits for subcontractors, and directly support them in executing the contracts they win.
A single platform to save up to 8% in cash — select, manage, sign, and pay your subcontractors. All in one. .
With the transformation from a Software as a Service to a Fintech, contractors gain access to certified providers, the cash they need to execute projects, and a complete platform to select the best subcontractors while managing hiring, operations, and down payments all in one place.
As a result, contractors can track the records and reputation, operational capacity, future cash flow needs, bidding quality, and financial performance of the subcontractors they select. Additionally, Licify can assess risk and cash requirements, set pre-approved limits for subcontractors, and directly support them in fulfilling the contracts they win.
A product strategy built on a user-centered design process.
The entire design process begins with a deep motivation to understand the real challenges faced by both builders and subcontractors. Throughout the process, my team and I conducted research with over 200 subcontractors and the top 10 builders in Colombia, ensuring we fully understood their workflows and needs. Our goal was to create a service that is not only helpful and meaningful to them but also contributes to the country’s development. Below are four (04) key insights we uncovered during the process:
Doing everything to win new and diverse bids.
88% of subcontractors mentioned that starting a new job is the most challenging part; it requires significant working capital and effort. Contracts haven’t been finalized, let alone an advance payment received, yet the builder expects immediate results.
Winning a contract is the beggining of a nightmare.
100% of the subcontractors we spoke with mentioned that they need significant working capital to start a job, yet they never receive financial support from builders. This is where the cash flow gap begins—and often never ends, even after completing a project.
Where can they find information?
94% of subcontractors mentioned that unclear information makes it difficult to reach new clients and business opportunities because **there is no information available** to help them develop solid competitive strategies for managing bids and competition.
Cash flow and information will save both time and money.
Subcontractors save time by purchasing materials on schedule, preventing workers from leaving mid-job due to late payments, and gaining leverage with suppliers to have orders fulfilled faster. With cash in hand, they can negotiate better terms with suppliers and eliminate inefficiencies such as extra logistics, rehiring workers, additional payroll, and informal loans with interest rates over 50% APR.
The research and design process was carried out while I was leading Tech & Product for Licify S.A.S. This product strategy helped the company secure $3.4 million in seed funding in July 2023, led by Brick & Mortar Ventures and Accion Venture Lab, with additional investment from Dash Fund, G2 Momentum Capital, and Columbia University’s VC fund.