Bitybank | APP
Structuring the experience of a cryptocurrency bank from scratch
Role
Product Designer
Industry
Finance
Context
When I joined Bitybank, the application was already live, but it had been developed without any structured UX process or research.
The product was functional from a technical standpoint, but it presented:
Confusing flows
Excessively technical language
Lack of information hierarchy
High cognitive effort
Absence of user validation
The target audience was cryptocurrency investors, but the company's strategic goal was broader: to become a cryptobank accessible to all user profiles, including beginners.
My challenge was to structure the experience from scratch by creating a methodological foundation, redesigning critical flows, and aligning product, business, and usability.
My Role
I worked as a Product Designer responsible for:
Structuring the design process
Conducting discovery and research
Mapping journeys and friction points
Redesigning critical flows (onboarding, KYC, buying and selling)
Prototyping and validating solutions
Creating interface standards and visual consistency
Tracking post-launch metrics
I was responsible for connecting user experience with business impact.
Main Challenges
Transforming a technical app into an accessible experience
Reducing drop-off during onboarding and KYC
Increasing trust in a highly complex financial environment
Creating clarity between bank balance and crypto balance
Implementing a culture of data-driven decision making
It was not just a visual problem — it was structural.
Solutions
Discovery
I implemented a structured investigation phase:
Behavior analysis via Mixpanel
Onboarding and KYC funnel study
Identification of drop-off points
Benchmarking with fintechs and exchanges
Analysis of reviews in stores (App Store and Google Play)
Review of support tickets
Key insights:
Users were dropping off during document submission (KYC)
Excessive information caused cognitive overload
Technical language pushed away beginners
Lack of clear feedback generated insecurity
Ideation
Based on the insights:
I restructured the complete onboarding journey
I simplified the KYC flow
I reduced unnecessary fields and decisions
I reorganized the information architecture
I defined design principles: clarity, simplicity, and trust
I used Figma for wireframes and structural exploration before high fidelity.
Prototyping & Testing
I developed high-fidelity navigable prototypes in Figma and validated with:
Remote tests via Maze
Analysis of success rate by task
Identification of hesitation points
Quick iterations based on evidence
This allowed for risk reduction prior to implementation.
Delivery
In the delivery phase:
I structured organized handoff for development
I created consistent visual patterns
I monitored implementation with the technical team
I monitored metrics via Mixpanel and Analytics after launch
The process became continuous: measure → learn → adjust.
Results Achieved
The impacts were measurable:
+20% in KYC completion
-25% in onboarding drop-off rate
App rating increase:
Apple Store: 4.3 → 4.9
Google Play: 4.2 → 4.8
In addition to the quantitative metrics:
Reduction of operational doubts
Noticeable improvement in product clarity
Increased user confidence
Solid foundation for expanding features (Pix, Cards, etc.)
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