Row

“Connecting the world, one payment at a time.”

Design process behind Row: a secure platform to send and receive payments locally and cross-border.

About Row

It's a platform created to deliver money transfer services that are fast, affordable and transparent, removing the complexity of high international transaction fees.

This blockchain-based platform revolutionizes financial transactions across the Americas, leveraging stablecoins to guarantee stability and reliability, thus removing the complexities of traditional financial systems.

Goals

🪄 Simplify and speed up international financial transactions

By offering a secure payment link, Row aims to provide a more efficient and transparent alternative to traditional bank transactions. The goal is to make money transfers fast and affordable, which will help different companies reduce costs and improve accessibility at a local and cross-border level.

We want to convey a high level of trust and clarity in their financial operations.

My role

Lead the project together with Koywe's Growth Product Manager and Head of Growth to design the user experience (UX) and user interface (UI).

I also held multiple meetings with developers and stakeholders to understand the product and how to carry out the product flow step by step.

My tasks

• Learn about the existing Payment link processes, their associated flows and the market they operate in.
• Document the procedures to follow.
• Create the product flows and goals.
• Design the interface and user experience.
• Generate interactions.

Work tools

Design process

Market research

I collected and analyzed consumer behavior data and evaluated the performance of the following Payment links:

• Stripe
• Shopify
• Mercado Pago
• PayU

Results

Stripe

Stripe is an online payments platform that integrates easily with websites and applications. It offers a wide range of features, such as credit card payments, bank transfers and recurring payments.

It also provides detailed reports on transactions, revenue and refunds.

Key features

Transfers: When you set up your bank account with Stripe, the available funds are deposited automatically. The first transfer is made after receiving the first order and appears in the account within 7 days.

Shopify integration: You can use Stripe as a payment gateway on Shopify, but you can't have Mercado Pago enabled at the same time.

Shopify

Shopify is an e-commerce platform that lets businesses create online stores and sell products. Beyond its store functionality, it also offers payment options.

Key features

• Inventory and product management.
• Order, tax and payment tracking.
• Integration with multiple payment methods.

Ideal for entrepreneurs and companies that want to sell online and run their business efficiently. It also provides reports on sales, inventory and customers.

Mercado Pago

Mercado Pago is a payments and financial services platform that operates in several Latin American countries. It lets users make payments, receive money and access credit.

Key features

• Digital account with no bureaucracy.
• Collection with various payment methods.
• Access to credit.

Widely used by online sellers and people who want to manage their finances easily. Mercado Pago is closely tied to Mercado Libre.

PayU

PayU is an online payment gateway that processes local transactions on e-commerce sites. It offers solutions to sell online and accept payments.

Key features

• Mediation of transactions between customers and banks.
• Various payment methods available.
• Comfortable commission costs.

Ideal for merchants looking for a reliable payment gateway with market experience.

Comparing services

The result

Create a platform so local and international providers can pay, make cross-border investments and send money to family and friends. All of this with maximum security for clients and their data.

It will also feature the best technology in connection options: REST API - GraphQL API - SDK.

What Row offers

Row is a secure payment link to send and receive payments locally and cross-border.

Its goal is to make money transfers fast, affordable and fully transparent, traditionally associated with international bank transactions.

Get to know the flow

Structure and information architecture

User interface

Color

Based on the meetings held with the Growth Product Manager, we decided to use the brand colors that were already predefined.

Typography

Brand

Components

Client interviews

To validate the prototype we ran interviews with Koywe's clients, to confirm the flow was in the best condition for launch.

For this test we ran a continuous Discovery using the animated Figma version so clients could simulate a payment to a provider.

For the interviews we chose 10 clients, 7 men and 3 women from different industries, aged 36 to 52.

The results gave us some insights for a future iteration of Row.

Insight

• Being able to make the payment anywhere in the world, meaning having other companies to connect from different places, since they currently only use Khipu and Paloma.
• That technical support isn't only email, but includes different help channels.
• That it be an app, since most users use a smartphone.