El mercado de criptomonedas en Uruguay está en crecimiento, impulsado por la descentralización financiera y la regulación emergente. Se busca atraer a una audiencia joven a una marca tradicional mediante el diseño de una billetera de criptomonedas, utilizando herramientas como Figma y Maze Design.

Cryptocurrencies emerged over a decade ago with the promise of revolutionizing the financial market by enabling decentralized transactions through blockchain technology. Bitcoin was the first cryptocurrency created and remains the most popular. Other relevant cryptocurrencies include Ethereum, Binance Coin, XRP, and Cardano.

The cryptocurrency market is constantly evolving, with various countries advancing regulation efforts to provide more security and transparency to investors. In 2024, the European Union implemented MiCA (Markets in Crypto-Assets), a set of rules to standardize the sector. In the United States, the SEC has intensified oversight of exchanges, while Brazil and Uruguay are experiencing a growing movement toward regulation and integration of cryptocurrencies into the traditional financial system.

The sector's popularization has been driven by the promise of financial decentralization and appreciation potential. In Uruguay, cryptocurrency growth has attracted new investors, especially those interested in asset diversification. A study by Chainalysis indicated that Latin America accounts for about 9% of global cryptocurrency transactions, demonstrating a significant increase in adoption.

To build a digital wallet within the the company app, allowing current account customers to buy, sell, and track the performance of the market's leading cryptocurrencies.

To guide the discovery strategy, we raised essential questions:

Who is the target audience?

What is the company customers' level of interest in this service?

Who are our direct competitors?

What are the main attractions and challenges of this market?

The discovery process was structured with the following approaches:

Benchmarking: Analysis of major market platforms, identifying best practices and competitive differentials.

Desk research: Study of the global and regional cryptocurrency landscape, regulatory trends, and adoption.

Customer interviews: We conducted 58 interviews to understand pain points, needs, and opportunities.

Qualitative research: Mapping of key desired features, interests, and investor profiles in cryptocurrencies.

During the discovery phase, we uncovered critical insights that directly shaped the product strategy and experience.

of respondents had heard about cryptocurrencies but never made transactions.

Users distrusted existing crypto platforms and preferred to invest through institutions they already knew, like their bank.

of users highlighted the need for educational content to support their crypto selection process.

One respondent stated: "I’m afraid of falling into a trap."

Experienced users are already loyal to robust platforms like Binance and would have less interest in our solution. Our key differentiator would be capturing those curious about the crypto market who have not yet entered due to the lack of a trustworthy and informative environment. Since the service is integrated into an already trusted banking app, it offers a sense of security and convenience for this audience.

Based on these insights, we created an MVP with:

Cryptocurrency purchase and sale using the company account balance.

An intuitive dashboard for portfolio tracking.

Integrated educational content, including onboarding on the first access and articles on basic concepts.

Coachmarks guiding users through their first transaction.

An option to buy by cryptocurrency amount or local currency value, with automatic conversion.

A 30-second timer to guarantee the quoted price before purchase confirmation.

Indication of rising or falling currencies.

Before launch, we tested the initial version with users and stakeholders, refining functionalities based on feedback.

Curious to dive deeper into the discovery insights and UX process details?

I'm currently available for remote freelance work only — helping teams build better digital products through strategy, design, and research. If you'd like to collaborate, you can reach out directly or hire me through Contra. I'd love to learn more about your project!

Send me an email: mayaralmeid.design@gmail.com or

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