Bitybank | Digital Wallets
Expansion and optimization of the experience with cards
Role
Product Designer
Industry
Digital Wallets
Context
After the launch of Bitybank's physical and virtual card, the metrics showed a curious scenario:
Good initial activation rate
Low usage recurrence
Little use in daily life
The card existed. It was active.
But it was not part of the user's routine.
In a market where contactless payments and digital wallets were already standard, it became clear that the issue was not the card itself but the friction in its use.
Integration with digital wallets (Google Pay and Apple Wallet) began to be seen as a strategic leverage for recurrence.
My Role
I worked as a Product Designer responsible for:
Conducting discovery focused on card usage behavior
Mapping friction in the post-activation journey
Structuring the complete integration flow with digital wallets
Prototyping and validating the experience
Monitoring post-launch metrics
I acted as a PO bridging the product and the digital wallet providers
My focus was to transform activation into recurring use.
Main Challenges
Understanding why users activated the card but did not use it
Reduce friction on the first payment
Integrate with Google Pay and Apple Wallet clearly and securely
Ensure that the process is simple, but conveys trust
Increase recurrence without adding additional complexity
The challenge was not to launch a new feature.
It was to remove an invisible barrier.
Solutions
Discovery
The investigation was data-driven:
Behavior analysis via Mixpanel
Study of transaction recurrence
Post-activation funnel analysis of the card
Benchmarking with established digital banks
Evaluation of feedback and tickets related to card usage
Key insights:
Users were accustomed to paying via digital wallets
Manually entering data created friction
The card was not integrated into daily habits
Ideation
Based on the data:
I structured the journey of “Add to Wallet”
I simplified the authentication flow
I reinforced security feedback
I prioritized clarity in the integration status
I highlighted the action to add to the wallet in the card area
Flows and explorations were developed in Figma, focusing on reducing steps and improving predictability.
Prototyping & Testing
High-fidelity navigable prototypes
Simulation of the complete integration journey
Fine-tuning of error messages and intermediate states
Rapid iteration based on internal validations
The goal was to ensure that the user could integrate the card in a few steps, without any doubts.
Delivery
In the delivery phase:
Clear documentation for development
Technical follow-up of the implementation
Post-launch monitoring via Mixpanel and Analytics
Evaluation of increased recurrence and usage frequency
The focus has always been to measure real impact, not just to complete implementation.
Achieved Results
After integration with Google Pay and Apple Wallet:
+40% increase in card usage frequency
+30% increase in monthly transaction recurrence
+25% growth in active cards
Reduced friction during the first payment
Increased card usage for in-person payments
The card is no longer just an available resource; it has become an active and recurring payment method.
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