New FFVV App – Redesigning the
Business Ally fors SEs

Service Design & User research

Project Overview

The FFVV app for Socias Empresarias (SEs) is being rebuilt from the ground up. Service design and UX research led a deep exploration in field to uncover the real logic behind how SEs work, from visual memory to trust-based conversations and translated it into a redesigned digital tool that supports their real business needs.

Key insights

• SEs work with visual memory and printed lists, not nested digital menus.

• They need to know who to visit, why, and what to say - fast.

• They spend more time helping others than managing their own business.

• Digital tools should reduce the number of apps and support intuitive, offline-ready use in the field.

SEs manage their teams and their own sales through an app that was disconnected from their reality. Information was fragmented, workflows were unclear, and the logic behind the app didn’t match how they actually work in the field. This led to mistrust, inefficiency, and missed opportunities.

Problem identified

Strategic Outcomes & Impact

What Service design and User research did

• Increased adoption of the FFVV app in the field.

• Reduced rework due to FFVV-Somos Belcorp misalignment.

• Better consultant engagement and increased % of activity.

• Greater alignment across FFVV, ISA, and Unete initiatives.

1. Conducted field visits and focus groups shadowing to observe SEs in real-time.
2. Identified gaps between mental models and app structure.
3. Mapped SEs’ journeys across campaign weeks to detect value moments.
4. Prioritized features based on actual needs: team tracking, debt status, consultant prioritization, easy access to progress and campaigns.

Flow relations

From - to