Since its founding, Stone has been committed to supporting small and medium-sized entrepreneurs. Initially focused on acquiring services with card machines, the company expanded its portfolio to offer digital accounts and other financial services. This commitment to innovation also reflects its effort to deeply understand the customer experience, a challenge that led them to implement Amplitude with strategic support from Minders.

The Challenge: Understanding the Customer’s Digital Journey

Before implementing Amplitude, Stone had robust transactional data and NPS insights but lacked a clear view of user behavior within its app. They couldn’t identify bottlenecks in the customer journey, such as issues with product acquisition or navigation. The need for greater visibility into digital behavior drove their search for an analytics tool capable of bridging these gaps.

The Solution: Implementation and Strategic Support with Minders

Choosing Amplitude presented Stone with a major implementation challenge, as the tool required code changes and close collaboration with the development team. In this scenario, Minders played a crucial role:

• Agility in Implementation: Minders’ expertise enabled Stone to accelerate the Amplitude integration process, reducing the required time and overcoming the lack of internal know-how.
• Team Training: Minders not only supported the technical implementation but also trained teams on how to use Amplitude to create dashboards and conduct in-depth analyses.

Results: Insights Driving Strategic Decisions

Login Screen Optimization

By identifying significant drop-offs between the first and second steps in the account creation flow, Stone discovered that many users were being misdirected. This insight led them to redesign the interface, providing a smoother experience.

Home Screen Testing

Through Amplitude Experiment, Stone conducted tests to optimize the app’s Home screen, considered its main showcase. Experiments with banners in different positions revealed which options generated higher engagement and conversions.

Autonomy for the Product Team

With Amplitude, the product team gained autonomy to make changes in the app, such as modifying banner text or images, without depending on new releases from the development team. This accelerated the process of testing and innovation.

Impacts and Conclusions

Thanks to the integration with Amplitude and the strategic support from Minders, Stone achieved:

• Reduced bottlenecks in navigation, improving the customer experience.
• Increased operational efficiency, granting more autonomy to the product team.
• Data-driven decision-making, eliminating uncertainties and assumptions.

“The collaboration with Minders was essential for our journey with Amplitude. They helped us implement quickly, train our teams, and maximize the results achieved with the tool,” highlighted the Stone team.

With these advancements, Stone reaffirms its commitment to innovation and supporting the growth of small and medium-sized entrepreneurs, solidifying its position as a leader in the financial sector.