Bipa
Design. From the ground to data driven decisions.
organic approval above the paid flow
Web signup
93 pull requests merged in 4 months
Delivery
live before all 10 competitors
GEO
40 JTBD interviews, 5 clusters
Research
The mission
To be the simplest app to buy, sell and live with bitcoin. Taking the complexity out of the way for people who want bitcoin in their daily lives, without having to become experts.
The Bipa card
The first credit card collateralized in Bitcoin. It started digital, paying over NFC straight from the phone, and recently got its physical version. I was responsible for the entire design and production process of the physical card.
Impact first
93 pull requests merged in 4 months. Web signup converting far more than the old flow. GEO live before any competitor. A site that only existed now acquires.
The decision that mattered most
The assumption was to send the lead to the app. I designed a 9-step web signup flow from scratch to test it: approval well above the app, proof that the design decision beat the assumption. Organic stays on web, paid stays in the app.
What was invisible
Sessions untracked, a QR code pointing to the wrong place, the site flagged as phishing, a blog invisible to Googlebot. I fixed tracking at the root, GA4 from 4 to 14 key events, and rebuilt the blog into 51 indexable, server-rendered articles, Core Web Vitals optimized, GEO live before all 10 competitors.
Research as decision infrastructure
40 JTBD interviews, synthesized with AI into 5 clusters and an ICP, now permanent context for an internal agent used in every team RFC. We also used the agents to validate journeys and UX writing across screens.
Designing for Bitcoin adoption
As a guest on Bipa Cast 74, I talked with Caio Leta (Bitcoin Explica) about how design and usability shape Bitcoin adoption, and what can be done to make using and teaching BTC simpler. In Portuguese.
In the field, in Rolante
I led design for the documentary "Bitcoin, a real money" and took part in organizing and running it. I went to Rolante, in southern Brazil, aligned people and businesses on the value proposition of Bipa for business accounts, and collected how they use Bitcoin day to day.
