Designing a crypto experience for young investors in a traditional bank
Designing a crypto experience for young investors in a traditional bank
Designing a crypto experience for young investors in a traditional bank
🚀 Impact Highlights
Research revealed that potential crypto users (primarily young, digitally native adults)lacked confidence due to low financial education and fragmented platforms. By designing an experience rooted in education, clarity, and trust, we achieved 100% task success, 4.8/5 satisfaction scores, and zero drop-off during usability tests.
Early adopters engaged quickly after launch. Following the start of structured communication campaigns, active crypto product usage tripled and client purchase volume doubled within weeks. During this phase, the average transaction ticket reached USD 300–400, revealing significant latent interest and validating our UX strategy.
These results earned executive approval and positioned OCA as Uruguay’s first integrated crypto wallet, setting a new benchmark for financial innovation in the region.
🚀 Impact Highlights
Research revealed that potential crypto users (primarily young, digitally native adults) lacked confidence due to low financial education and fragmented platforms. By designing an experience rooted in education, clarity, and trust, we achieved 100% task success, 4.8/5 satisfaction scores, and zero drop-off during usability tests.
Early adopters engaged quickly after launch. Following the start of structured communication campaigns, active crypto product usage tripled and client purchase volume doubled within weeks. During this phase, the average transaction ticket reached USD 300–400, revealing significant latent interest and validating our UX strategy.
These results earned executive approval and positioned OCA as Uruguay’s first integrated crypto wallet, setting a new benchmark for financial innovation in the region.
🚀 Impact Highlights
Research revealed that potential crypto users (primarily young, digitally native adults) lacked confidence due to low financial education and fragmented platforms. By designing an experience rooted in education, clarity, and trust, we achieved 100% task success, 4.8/5 satisfaction scores, and zero drop-off during usability tests.
Early adopters engaged quickly after launch. Following the start of structured communication campaigns, active crypto product usage tripled and client purchase volume doubled within weeks. During this phase, the average transaction ticket reached USD 300–400, revealing significant latent interest and validating our UX strategy.
These results earned executive approval and positioned OCA as Uruguay’s first integrated crypto wallet, setting a new benchmark for financial innovation in the region.
Project Summary
Project Summary
I led end-to-end product design for Banco OCA's cryptocurrency wallet, targeting 300,000 traditional banking customers in Uruguay who showed crypto curiosity but feared market entry. Through comprehensive user research with 58 participants, I discovered that 80% had heard of crypto but never transacted due to trust and knowledge barriers. My solution focused on education-first onboarding and seamless account integration, achieving 100% task completion in usability testing and 4.8/5 user satisfaction. The MVP was approved by executive leadership and positioned OCA as Uruguay's first traditional bank to offer integrated crypto services.
I led end-to-end product design for Banco OCA's cryptocurrency wallet, targeting 300,000 traditional banking customers in Uruguay who showed crypto curiosity but feared market entry. Through comprehensive user research with 58 participants, I discovered that 80% had heard of crypto but never transacted due to trust and knowledge barriers. My solution focused on education-first onboarding and seamless account integration, achieving 100% task completion in usability testing and 4.8/5 user satisfaction. The MVP was approved by executive leadership and positioned OCA as Uruguay's first traditional bank to offer integrated crypto services.
I led end-to-end product design for Banco OCA's cryptocurrency wallet, targeting 300,000 traditional banking customers in Uruguay who showed crypto curiosity but feared market entry. Through comprehensive user research with 58 participants, I discovered that 80% had heard of crypto but never transacted due to trust and knowledge barriers. My solution focused on education-first onboarding and seamless account integration, achieving 100% task completion in usability testing and 4.8/5 user satisfaction. The MVP was approved by executive leadership and positioned OCA as Uruguay's first traditional bank to offer integrated crypto services.
The Business Challenge
The Business Challenge
Market Opportunity vs. Customer Hesitation
Banco OCA, one of Uruguay's leading financial institutions, faced a strategic challenge: their digital analytics revealed customers were using OCA debit cards to purchase cryptocurrencies on external platforms, yet the bank had no crypto offering¹. With cryptocurrency adoption accelerating across Latin America, OCA risked losing young, tech-savvy customers to fintech competitors.
The business goals were clear but complex:
Capture emerging market share in the growing crypto space
Retain and attract younger demographics (25-40 years old)
Leverage existing trust as a regulated financial institution
Differentiate from crypto-native platforms through education and security
However, stakeholders had limited clarity on target audience and product direction beyond the broad goal of entering the crypto market. The discovery phase was essential to define not only what to build, but who to build it for and how to position OCA strategically in this new space.
Market Opportunity vs. Customer Hesitation
Banco OCA, one of Uruguay's leading financial institutions, faced a strategic challenge: their digital analytics revealed customers were using OCA debit cards to purchase cryptocurrencies on external platforms, yet the bank had no crypto offering¹. With cryptocurrency adoption accelerating across Latin America, OCA risked losing young, tech-savvy customers to fintech competitors.
The business goals were clear but complex:
Capture emerging market share in the growing crypto space
Retain and attract younger demographics (25-40 years old)
Leverage existing trust as a regulated financial institution
Differentiate from crypto-native platforms through education and security
However, stakeholders had limited clarity on target audience and product direction beyond the broad goal of entering the crypto market. The discovery phase was essential to define not only what to build, but who to build it for and how to position OCA strategically in this new space.
My Role & Design Strategy
My Role & Design Strategy
This project was executed between late 2023 and mid-2024, in collaboration with cross-border teams in Brazil and Uruguay, culminating in an MVP validated both remotely and through on-site prototype testing in Montevideo.
Leading Discovery in Uncharted Territory
As the sole Product Designer on this initiative, I owned the entire design process from strategic research to final implementation. My responsibilities included:
User research strategy and execution across 58 OCA customers²
Competitive analysis of local and international crypto platforms²
Design system creation aligned with OCA's existing mobile app
Stakeholder alignment between business, legal, and technical teams
Cross-border collaboration with development teams in Brazil and Uruguay
Strategic Pivot Through Research
My research approach challenged initial assumptions. Instead of focusing on experienced crypto traders, I conducted structured interviews to understand the broader customer base. Key insights emerged:
This project was executed between late 2023 and mid-2024, in collaboration with cross-border teams in Brazil and Uruguay, culminating in an MVP validated both remotely and through on-site prototype testing in Montevideo.
Leading Discovery in Uncharted Territory
As the sole Product Designer on this initiative, I owned the entire design process from strategic research to final implementation. My responsibilities included:
User research strategy and execution across 58 OCA customers²
Competitive analysis of local and international crypto platforms²
Design system creation aligned with OCA's existing mobile app
Stakeholder alignment between business, legal, and technical teams
Cross-border collaboration with development teams in Brazil and Uruguay
Strategic Pivot Through Research
My research approach challenged initial assumptions. Instead of focusing on experienced crypto traders, I conducted structured interviews to understand the broader customer base. Key insights emerged:
80% awareness, 0% action
80% awareness, 0% action
Users knew about crypto but never invested
Users knew about crypto but never invested
Emotional barriers
Emotional barriers
One respondent stated "Tengo miedo de caer en una trampa" (I'm afraid of falling into a trap)
One respondent stated "Tengo miedo de caer en una trampa" (I'm afraid of falling into a trap)
Knowledge gap
Knowledge gap
65% wanted guided decision-making tools, not more coin options
65% wanted guided decision-making tools, not more coin options
Trust deficit
Trust deficit
50% cited lack of trustworthy platforms as the main barrier²
50% cited lack of trustworthy platforms as the main barrier²
This research led to a strategic pivot: instead of competing on features, we'd compete on trust and education. I advocated for an MVP focused on Bitcoin and Ethereum only, with extensive educational content integrated throughout the experience.
This research led to a strategic pivot: instead of competing on features, we'd compete on trust and education. I advocated for an MVP focused on Bitcoin and Ethereum only, with extensive educational content integrated throughout the experience.
Key Deliverables
Education-First Mobile Experience
1. Simplified Investment Dashboard I designed a clean interface prioritizing portfolio visibility over trading complexity. The dashboard featured:
Dual currency display (USD/UYU) with one-tap switching
Real-time price tracking with clear visual indicators
Account balance integration to eliminate transfer friction
Prominent educational content access points
2. Guided Onboarding Flow Instead of traditional tutorials, I created contextual education:
Progressive disclosure of crypto concepts
Interactive walkthroughs for first purchases
Reassuring copy addressing common fears ("You can start with small amounts")
30-second price locks to reduce decision anxiety
3. Trust-Building Design System Every visual element reinforced OCA's banking credibility:
Consistent blue color palette maintaining brand recognition
Clear typography hierarchy for monetary values
Prominent OCA branding throughout the experience
Conservative design language avoiding "flashy" crypto aesthetics
4. Simplified Transaction Architecture I streamlined the purchase flow to three core actions:
Buy: Direct debit from checking account
Sell: Immediate credit to checking account
Track: Portfolio performance with educational context
Critical Design Decision: Education as UI Rather than segregating education into separate sections, I embedded learning opportunities throughout the core experience. Help content appeared contextually during transactions, transforming anxiety moments into confidence-building opportunities.
Impact & Results
Impact & Results
Validated Success Across Multiple Dimensions
User Validation
100% task completion rate in usability testing with 9 participants³
4.8/5 average satisfaction score across all user flows³
Zero dropoff rate during testing sessions³
Unanimous positive feedback on educational content integration³
Executive and Stakeholder Impact The solution was presented to OCA's CEO Pedro Moreira and executive leadership, receiving unanimous approval for development. The project's strategic significance was validated through comprehensive media coverage and measurable early adoption metrics.
Media Coverage and CEO Validation The initiative was featured prominently in El Observador, where CEO Pedro Moreira detailed the strategic thinking behind the project:
*"We saw that there was a customer need for those interested in this. Given that, we started to analyze the opportunity a bit more... we believed it was a good time to enter and give them the possibility to access buying and selling cryptocurrencies in a more controlled way."*¹
Validation of Design Strategy The CEO's statements directly validated my research-driven design decisions:
*"We put a lot of focus on educating the client because all investment requires education. Within our platform we try to give the client as much information as possible so they have everything in one place and can make the decision as consciously as possible."*¹
*"We looked for that: to provide some service where the client has all the information in a simple way."*¹
Leadership recognition:
Validated Success Across Multiple Dimensions
User Validation
100% task completion rate in usability testing with 9 participants³
4.8/5 average satisfaction score across all user flows³
Zero dropoff rate during testing sessions³
Unanimous positive feedback on educational content integration³
Executive and Stakeholder Impact The solution was presented to OCA's CEO Pedro Moreira and executive leadership, receiving unanimous approval for development. The project's strategic significance was validated through comprehensive media coverage and measurable early adoption metrics.
Media Coverage and CEO Validation The initiative was featured prominently in El Observador, where CEO Pedro Moreira detailed the strategic thinking behind the project:
*"We saw that there was a customer need for those interested in this. Given that, we started to analyze the opportunity a bit more... we believed it was a good time to enter and give them the possibility to access buying and selling cryptocurrencies in a more controlled way."*¹
Validation of Design Strategy The CEO's statements directly validated my research-driven design decisions:
*"We put a lot of focus on educating the client because all investment requires education. Within our platform we try to give the client as much information as possible so they have everything in one place and can make the decision as consciously as possible."*¹
*"We looked for that: to provide some service where the client has all the information in a simple way."*¹
Leadership recognition:
Strategic Business Outcomes
First traditional bank in Uruguay
First traditional bank in Uruguay
to offer integrated crypto services¹
to offer integrated crypto services¹
300,000
potential users
300,000
potential users
with seamless account integration¹
with seamless account integration¹
Market
differentiation
Market
differentiation
through education-first approach validated by measurable adoption
through education-first approach validated by measurable adoption
Corporate innovation positioning
Corporate innovation positioning
within Itaú's broader Latin American crypto strategy¹
within Itaú's broader Latin American crypto strategy¹
International Strategic Context The success positioned OCA as the first Itaú subsidiary outside Brazil to implement crypto services, with CEO Moreira noting: *"We are the first unit outside of Brazil that is entering this model,"*¹ establishing the project as a strategic pilot for broader regional expansion.
Personal Validation Through International Immersion I traveled to Uruguay for in-person prototype testing, providing cultural context that remote research couldn't capture. This immersion validated design decisions and revealed regional nuances critical for success in Latin American markets.
Strategic Business Outcomes
First traditional bank in Uruguay
to offer integrated crypto services¹
300,000
potential users
with seamless account integration¹
Market
differentiation
through education-first approach validated by measurable adoption
Corporate innovation positioning
within Itaú's broader Latin American crypto strategy¹
International Strategic Context The success positioned OCA as the first Itaú subsidiary outside Brazil to implement crypto services, with CEO Moreira noting: *"We are the first unit outside of Brazil that is entering this model,"*¹ establishing the project as a strategic pilot for broader regional expansion.
Personal Validation Through International Immersion I traveled to Uruguay for in-person prototype testing, providing cultural context that remote research couldn't capture. This immersion validated design decisions and revealed regional nuances critical for success in Latin American markets.
What I Learned
Research Can Redefine Strategy This project taught me that thorough user research doesn't just inform design—it can completely pivot business strategy. My findings shifted OCA from competing on features to competing on trust and education, ultimately creating a more defensible market position.
Designing for Emotional Barriers Working with cryptocurrency beginners revealed how emotional design considerations (fear, trust, confidence) are just as important as functional ones. Every micro-interaction needed to reinforce security and reduce anxiety, not just complete tasks efficiently.
International Collaboration Skills Managing this project across Brazil and Uruguay strengthened my ability to present design rationale to diverse stakeholders. Explaining complex UX decisions to executives in Spanish while coordinating with Brazilian development teams prepared me for global remote collaboration.
Regulatory Design Thinking Working within Uruguay's financial regulations taught me to design within constraints while maintaining user-centricity. This experience translating complex compliance requirements into intuitive user experiences directly applies to enterprise software and regulated industries globally.
Building for Beginners at Scale The challenge of onboarding crypto beginners at banking scale taught me to balance educational depth with interface simplicity. This experience designing progressive disclosure for complex financial products translates directly to enterprise SaaS and B2B platform challenges.
This project reinforced that the most impactful design work often comes from challenging initial assumptions through rigorous research, then translating insights into experiences that serve both user needs and business objectives.
This project was completed prior to the adoption of AI in my workflow. Today, I use tools like large language models to analyze user interviews, generate design hypotheses, and accelerate research synthesis, a skillset I bring to all current projects.
Sources
¹ El Observador. "El nuevo servicio para entrar al mundo cripto que lanzó una de las principales instituciones financieras de Uruguay." November 2024. Link
² Primary user research conducted with 58 OCA customers, including structured interviews, competitive analysis, and user behavioral data analysis. Internal OCA research documentation.
³ Usability testing results conducted with 9 participants using interactive prototypes. Internal project documentation and testing reports.
Let's work together
I'm currently open to remote design opportunities, whether freelance, contract, or full-time. I help teams build high-impact digital products through a mix of strategy, design, and user research, with a strong focus on usability, clarity, and business alignment.
If you're hiring or looking to collaborate, feel free to reach out directly, or connect with me through platforms like Upwork or Contra, whatever works best for you.
📮 Email: mayaralmeid.design@gmail.com
🔗 Hire me on Upwork or Contra
Let’s bring your next idea to life 😉
Let's work together
I'm currently open to remote design opportunities, whether freelance, contract, or full-time. I help teams build high-impact digital products through a mix of strategy, design, and user research, with a strong focus on usability, clarity, and business alignment.
If you're hiring or looking to collaborate, feel free to reach out directly, or connect with me through platforms like Upwork or Contra, whatever works best for you.
📮 Email: mayaralmeid.design@gmail.com
🔗 Hire me on Upwork or Contra
Let’s bring your next idea to life 😉
The Business Challenge
Market Opportunity vs. Customer Hesitation
Banco OCA, one of Uruguay's leading financial institutions, faced a strategic challenge: their digital analytics revealed customers were using OCA debit cards to purchase cryptocurrencies on external platforms, yet the bank had no crypto offering¹. With cryptocurrency adoption accelerating across Latin America, OCA risked losing young, tech-savvy customers to fintech competitors.
The business goals were clear but complex:
Capture emerging market share in the growing crypto space
Retain and attract younger demographics (25-40 years old)
Leverage existing trust as a regulated financial institution
Differentiate from crypto-native platforms through education and security
However, stakeholders had limited clarity on target audience and product direction beyond the broad goal of entering the crypto market. The discovery phase was essential to define not only what to build, but who to build it for and how to position OCA strategically in this new space.
Let's work together
I'm currently open to remote design opportunities, whether freelance, contract, or full-time. I help teams build high-impact digital products through a mix of strategy, design, and user research, with a strong focus on usability, clarity, and business alignment.
If you're hiring or looking to collaborate, feel free to reach out directly, or connect with me through platforms like Upwork or Contra, whatever works best for you.
📮 Email: mayaralmeid.design@gmail.com
🔗 Hire me on Upwork or Contra
Let’s bring your next idea to life 😉
Let's work together
I'm currently open to remote design opportunities, whether freelance, contract, or full-time. I help teams build high-impact digital products through a mix of strategy, design, and user research, with a strong focus on usability, clarity, and business alignment.
If you're hiring or looking to collaborate, feel free to reach out directly, or connect with me through platforms like Upwork or Contra, whatever works best for you.
📮 Email: mayaralmeid.design@gmail.com
🔗 Hire me on Upwork or Contra
Let’s bring your next idea to life 😉
What I Learned
Research Can Redefine Strategy This project taught me that thorough user research doesn't just inform design—it can completely pivot business strategy. My findings shifted OCA from competing on features to competing on trust and education, ultimately creating a more defensible market position.
Designing for Emotional Barriers Working with cryptocurrency beginners revealed how emotional design considerations (fear, trust, confidence) are just as important as functional ones. Every micro-interaction needed to reinforce security and reduce anxiety, not just complete tasks efficiently.
International Collaboration Skills Managing this project across Brazil and Uruguay strengthened my ability to present design rationale to diverse stakeholders. Explaining complex UX decisions to executives in Spanish while coordinating with Brazilian development teams prepared me for global remote collaboration.
Regulatory Design Thinking Working within Uruguay's financial regulations taught me to design within constraints while maintaining user-centricity. This experience translating complex compliance requirements into intuitive user experiences directly applies to enterprise software and regulated industries globally.
Building for Beginners at Scale The challenge of onboarding crypto beginners at banking scale taught me to balance educational depth with interface simplicity. This experience designing progressive disclosure for complex financial products translates directly to enterprise SaaS and B2B platform challenges.
This project reinforced that the most impactful design work often comes from challenging initial assumptions through rigorous research, then translating insights into experiences that serve both user needs and business objectives.
Sources
¹ El Observador. "El nuevo servicio para entrar al mundo cripto que lanzó una de las principales instituciones financieras de Uruguay." November 2024. Link
² Primary user research conducted with 58 OCA customers, including structured interviews, competitive analysis, and user behavioral data analysis. Internal OCA research documentation.
³ Usability testing results conducted with 9 participants using interactive prototypes. Internal project documentation and testing reports.