Building MVP of an AI-Powered Payment App
Building MVP of an AI-Powered Payment App
Design Lead
Design Lead
Overview
Project
Vesta
Role
Design Lead
Team
1 Product Owner, 1 Tech Lead, 1 Legal Advisor
Platforms
Mobile
Duration
3 Months (December 2024 - February 2025)
Background
Vesta is a payments platform that reimagines global transactions through AI and blockchain technology. By leveraging AI-powered smart contracts, the platform ensures that funds are securely managed and released only when conditions are met, enhancing transparency, security, and efficiency.
Note: Some of the details in this case study may be vague to protect intellectual property.
Responsibilities
Selected within the top 20 out of over 600 applicants for the Hatch startup accelerator, we quickly moved from concept to MVP through targeted research and rapid iteration. In my role, I:
collaborated closely with my team to conduct market, technical, and user research
developed intuitive user flows and an MVP prototype
crafted a compelling investor pitch
The Story Begins…
Freelancer Overworking and Not Getting Paid Fairly
Freelancer Overworking and Not Getting Paid Fairly
Freelancer Overworking and Not Getting Paid Fairly
Eager to learn from fellow designers, I met with Ana, a UX/UI freelancer, for an intro chat. She shared how a client ghosted her without full payment, sparking a discussion on the challenges of unreliable deals and how common they are.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
This led me to the key problem: the lack of trust and safeguards in financial transactions.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Researching User Segments and Pain Points
To identify key user segments and their pain points, I crafted unbiased questions and conducted user testing via Typeform surveys, distributed through WhatsApp, Reddit, and Slack. After analyzing 200+ responses, I prioritized the most relevant segments and their biggest challenges, leading to 8 in-depth user interviews for deeper insights.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
A Glimpse of User Research Analysis
A Glimpse of User Research Analysis
A Glimpse of User Research Analysis
Identifying Top Pain Points
After conducting and analyzing user research, I identified the top three pain points by connecting common themes.
We designed custom graphics and art using Figma, Canva, and Procreate to elevate the aesthetic and tone of our gaming website.
We designed custom graphics and art using Figma, Canva, and Procreate to elevate the aesthetic of our gaming website. Grounded in our brand color tones, these inclusive and playful designs enhanced visual appeal while creating a more engaging and kid-friendly experience.
Opportunities: Forming a Team and Brainstorming a Solution
I assembled a team with 45+ combined years of experience in fintech, AI, blockchain, and financial law to tackle our users' top three pain points. Leading brainstorming sessions, I guided solution exploration backed by user insights and feasibility analysis. This led to a payment app with three key features that balanced user needs, technical viability, and compliance.
We designed custom graphics and art using Figma, Canva, and Procreate to elevate the aesthetic and tone of our gaming website.
We designed custom graphics and art using Figma, Canva, and Procreate to elevate the aesthetic of our gaming website. Grounded in our brand color tones, these inclusive and playful designs enhanced visual appeal while creating a more engaging and kid-friendly experience.
Fail Fast, Learn Faster: Vesta’s MVP Approach
Team and Group Development Model
Team and Group Development Model
Team and Group Development Model
Initially, the team was eager to build a full MVP - until key questions surfaced.
By asking clarifying questions to assumptions made, I convinced the team to pause full development and focus on rapid experimentation. We needed to adapt, prioritize, test, and iterate to align the problem, product, and solution with user needs. By setting stakeholder norms and embracing the messiness of innovation, we refined our MVP through constant iteration — building with our users to ensure that our solution is for our users.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Validating Assumptions: Market Opportunities
To validate market opportunity and test assumptions, I collaborated closely with the Product Lead to conduct market research.
Together, we defined our Serviceable Obtainable Market (SOM) and analyzed key competitors' strengths and weaknesses.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Alignment: Building Information Architecture
To establish a shared vision and create a seamless user experience, I designed a sitemap that defines our MVP’s structure and envisioned product experience.
We designed custom graphics and art using Figma, Canva, and Procreate to elevate the aesthetic and tone of our gaming website.
We designed custom graphics and art using Figma, Canva, and Procreate to elevate the aesthetic of our gaming website. Grounded in our brand color tones, these inclusive and playful designs enhanced visual appeal while creating a more engaging and kid-friendly experience.
MVP Feature Prioritization and User Flow Design
Recognizing the non-custodial wallet with AI-powered smart contracts as our product’s key differentiators, we prioritized these in our MVP. Working closely with the tech lead, I balanced technical feasibility with intuitive design, focusing on the experience of:
1️⃣ Onboarding a non-custodial wallet
2️⃣ Sending a smart contract
3️⃣ Having a trustworthy AI system
We designed custom graphics and art using Figma, Canva, and Procreate to elevate the aesthetic and tone of our gaming website.
We designed custom graphics and art using Figma, Canva, and Procreate to elevate the aesthetic of our gaming website. Grounded in our brand color tones, these inclusive and playful designs enhanced visual appeal while creating a more engaging and kid-friendly experience.
Wireframes
Screens of Mid-Fi Designs
Screens of Mid-Fi Designs
Screens of Mid-Fi Designs
Working under tight time constraints, I collaborated closely with the Product Manager and Tech Lead to refine the user experience. Starting with rapid hand sketches, I quickly transitioned to mid-fidelity wireframes to iteratively align on the user flow, color schemes, and branding. Through continuous feedback, we ensured that the design vision was cohesive, met both user needs and business objectives, and was technically feasible.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Through 20+ in-depth interviews and secondary research, we uncovered our target audience. Initially, we focused on educators, then shifted to gamers, but our product did not align with their goals. It wasn’t until we interviewed and engaged with them directly that we discovered an unexpected yet perfect fit: families. Their unique challenges and unmet needs highlighted the ideal opportunity for our product to make a meaningful impact.
Key Improvements and Current Designs
Through iterations, collaborative meetings, and feedback from users and experts, we refined our MVP.
Onboarding a non-custodial wallet
Onboarding Vesta: Creating a Vesta Account and Wallet
Collaborative Problem-Solving: Streamlining User Flow with Expert and Tech Feedback
After collaborating with the tech team and talking to industry experts, we realized that because non-custodial wallets grant users full ownership of their funds, it also meant lacking a way to enforce contracts when conditions are unmet. To resolve this, we adjusted the process: users now create a Vesta account first, followed by setting up a crypto wallet, rather than going straight to wallet creation.
Our responsive gaming web app transforms gardening into an adventure, helping families—especially kids—learn about their environment. Real-life tasks, like watering plants, become exciting quests.
Our responsive gaming web app transforms gardening into an adventure, helping families—especially kids—learn about their environment. Real-life tasks, like watering plants, become exciting quests.
Sending a smart contract
User-Centered Design: Simplifying Smart Contract Creation Based on Feedback:
We kept smart contract creation intuitive by avoiding the display of the full contract upfront. Instead, we focused on showing users key details they care about, such as APR and loan amount.
Designed for families with kids, the gaming website includes an easy-to-read book with fun facts about pollinators, plants, and environmental care, along with tips for nurturing the plants grown from the seedbombs.
Designed for families with kids, the gaming website includes an easy-to-read book with fun facts about pollinators, plants, and environmental care, along with tips for nurturing the plants grown from the seedbombs.
Educational
Educational
Prototype of Gaming Web Application
Having a trustworthy AI system
Customized Packaging of Seedbombs
Collaborating with Engineers to Address User Concerns and Ensure Transparent Contracts
I focus on making user contracts clear and accessible by using plain language, readable layouts, and visual cues . I collaborate with engineers to ensure the design is both user-friendly and functional, especially as users can be wary of new and advanced tech. This approach helps users understand and make informed decisions.
Our user-centered design ensures customized packaging reflects the local area, while the intuitive presentation of high-germination seed bombs enhances the experience. This approach fosters family bonding and encourages outdoor gardening through visually engaging and interactive elements.
Our user-centered design ensures customized packaging reflects the local area, while the intuitive presentation of high-germination seed bombs enhances the experience. This approach fosters family bonding and encourages outdoor gardening through visually engaging and interactive elements.
Impact
We ranked top 20 out of 600+ applicants in the startup accelerator competition.
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