FreshPay
My role
UX consultant in a team of three (all with the same role), working closely with the founders to validate the idea, define the principles, basic elements of the MVP, and flows for securing funding.Overview
Freshpay was a startup based in San Francisco that attempted to launch a product aimed at enabling Bitcoin payments in all merchants accepting Visa and Mastercard, as well as direct debit for bills. The main objective was to validate the idea by creating buyer personas, understanding their needs, and defining the main flows for the development of the MVP.
The product could not be launched due to a regulatory issue with the bank supporting the operation.
Discovery process
During the discovery process we decided to divide our research in three main areas:
1. Heavy bitcoins users and experts
In our group no one had had great exposure to bitcoins, so our product knowledge was limited. So this group was key to us for two reason. The first one is because talking with them we had the opportunity to understand everything about bitcoin world and how it works, and secondly because they were the potential early adopters of our product.
2. Occasional users
When we started looking for bitcoin users we realized that many of the users who own bitcoins the first thing they say it was that they have bitcoins but they don’t know much about how they work and what to do with them.
3. Online bank users
Mainly users of new services like Simple and Moven. Our client mentioned this two services as references for them.
Personas
Curious Explorer
Alex Carter
Age: 30
Occupation: Marketing Specialist
Location: Urban area, tech-forward city
Tech Savvy Level: Moderate
Demographics:
Gender: Neutral (applies to diverse groups)
Education: Bachelor's degree
Income: Middle-class, stable job
Lifestyle:
Goals and Motivations:
Pain Points:
Desired Outcomes:
The Pragmatic Enthusiast
Jamie Taylor
Age: 35
Occupation: Software Developer
Location: Suburban area, tech-savvy community
Tech Savvy Level: High
Demographics:
Gender: Neutral (applies to diverse groups)
Education: Bachelor's or Master’s in a technical field
Income: Upper-middle class
Lifestyle:
Goals and Motivations:
Pain Points:
Desired Outcomes:
Design goals
At this point, having a knowledge about the market, knowing who are our potential users and what is the most important for them, we defined our design goals necessary to meet the needs of our users.
1. Security: Protect funds and ensure transaction trust
- Goal: Implement strong verification systems for transactions and fund management to ensure users can make payments without fear of errors or fraud.
- Key Action: Use two-factor authentication (2FA), address confirmation before transactions, and visible warnings for incorrect addresses.
2. Humanity: Make the process relatable and user-friendly
- Goal: Design an intuitive and easy experience for non-technical users, making interactions with Bitcoin feel natural and barrier-free.
- Key Action: Use simple, clear language and offer in-app guidance and visual aids to support users step by step.
3. Transparency: Clearly display transaction details and pricing
- Goal: Ensure users always know what they are buying and the real value of their transactions, with no surprises.
- Key Action: Show both Bitcoin and local currency (USD, EUR) prices, provide breakdowns of fees, and offer clear transaction history.
4. Understandability: Simplify complex concepts for users
- Goal: Ensure that even users unfamiliar with Bitcoin can easily understand how the system works and use it confidently.
- Key Action: Provide step-by-step tutorials, clear validation messages, and contextual help for a simple, educational experience.