Problem Statement
Our customers were struggling to find a simple, efficient solution to pay all their employees at once in crypto and document their transactions. With existing options like Gnosis Safe, Excel, and Etherscan falling short, we sought to address this critical pain point to retain and attract customers.
Project Goals
I crafted hypotheses and OKRs with the teams to keep track of the project and it’s success.
User Research
I conducted user research with our customers to uncover their most pressing pain points and needs. The primary pain points identified were:
Time-consuming manual transaction processes.
Inability to save wallets as contacts for future ease of use.
Lack of a feature to schedule future payments.
No option to add metadata to batches of transactions.
Competitive Analysis
Through competitor analysis, we found that these kinds of batch payroll transactions could be completed with Gnosis Safe, but they did not offer a simple user experience or any opportunity to label and organize transactions after the operations were completed. Another competitor, Utopia Labs, was heavily focused on DAOs using Gnosis safes and also didn’t support all of the blockchains and networks we supported. They weren’t a good solution for Web3 businesses that might not be using gnosis safes or were on less mainstream networks like RSK and Avalanche.
Design Process
To design an easy-to-follow wizard experience, I brainstormed and researched ways to make a one-page wizard with expandable and collapsible accordions that allowed users to navigate steps without losing their place. I collaborated with a friend building an e-commerce start-up, and we crafted this wizard concept together.
Challenges and Solutions
We shipped two feature improvements based on customer feedback:
An invoice/receipt creator that saved time and provided feature parity with Quickbooks and Request Network.
An enhanced review step with a visual breakdown of the total amount spent, wallet count, and categorical breakdown.
Final Outcome and Impact
The launch of our innovative batch crypto payroll solution drove a significant increase in transaction volume, from 40k to 2 million monthly. We also started monetizing the app, generating our first revenue as a company.
Lessons Learned
The launch of our innovative batch crypto payroll solution drove a significant increase in transaction volume, from 40k to 2 million monthly. But we still had a lot to learn.
Focusing on the Secondary Persona: Initially, we hypothesized that an increase in recipients would lead to more monthly active users. However, this did not turn out to be the case, which we attribute to our lack of research on the secondary persona. To address this issue, we conducted more in-depth research on this audience and are now in the process of launching new features tailored specifically to their needs.
Overcoming Monetization Fears: For the first six months, we hesitated to charge for the feature in our app due to concerns about losing early customers to competitors. However, once we decided to monetize, we discovered that our customers were willing to pay for the service all along.
Navigating Market Cycles: We learned that many of our metrics are dependent on the bull and bear market cycles within the crypto industry, making it challenging to consistently move the needle.
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Project Year
2022
Role:
Product Manager
Design Lead
Bulla.network Payroll
As the lead designer and product manager at Bulla.network, a cutting-edge crypto payroll solution for DAOs and crypto businesses, I spearheaded the development of an intuitive batch crypto payroll solution. This solution aimed to empower our customers by enabling them to pay multiple employees simultaneously while providing a seamless user experience.
Drop me an e-mail or schedule a call.
Let’s build something together.
Drop me an e-mail or schedule a call.