Personas and Design Philosophy
1. Buying Cycle Personas
a. Developers / Product Managers
Role:
Developers: Integrate payment solutions into applications Product Managers: Oversee implementation to meet product goals Needs:
Access to APIs, documentation, and integration tools Self-serve sandbox environment Streamlined setup and management processes Goals:
Integrated payment systems Ensure reliability and performance Access support and troubleshooting quickly Design Considerations:
Organized dashboards with essential tools Environment switching, mock data Clear feedback for actions like integrations and errors b. Founders
Role:
Oversee business strategy and financial health Monitor cash flow and revenue from payment systems Needs:
Visual data on cash flow and revenue Customizable reports and views Goals:
Understand financial performance Support business growth with scalable payment systems Maintain an overview without technical details Design Considerations:
Charts and graphs for financial data Clean layouts highlighting key metrics Easy navigation to financial reports and settings c. Accounting / Finance Professionals (Less Common)
Role:
Manage financial transactions, reporting, and compliance Needs:
Comprehensive financial reports and analytics Tools for transaction reconciliation Features to ensure compliance with regulations Goals:
Simplified reporting and compliance Easy reconciliation with external accounts Design Considerations:
Advanced search and filter options for data Exportable data / reports 2. Post-Purchase Personas
a. Developers
Role:
Maintain and update the payment system within applications Needs:
Access to support resources and updates Tools for advanced payment functionalities Logs and error notifications Goals:
Keep payment systems running smoothly Implement new features as needed Ensure compatibility with other systems Design Considerations:
Consistent UI for ease of use Notifications about updates and issues b. Back-office / Admin Staff
Roles:
Bookkeepers: Manage daily financial transactions and reconciliations Support Staff: Handle customer inquiries and resolve payment issues Needs:
Tools for tracking and managing transactions Systems for handling support tickets and issues User-friendly interfaces for daily tasks Goals:
Track customer profiles, see payment history, track status, send notifications Provide effective support to users Reduce errors in financial operations Design Considerations:
Task-focused interfaces with quick access to tools Consistent design elements for usability Clear labels and guidance for all features Ability to share links to records/pages Key Pain Points Addressed
Slow settlement times with traditional ACH High failure rates due to insufficient validation Limited payment status visibility Manual reconciliation requirements Solution: Enhanced bank payment rails with real-time validation and tracking Fragmented Payment Systems Challenge: Multiple vendors for payments, fraud, identity, compliance Solution: Unified platform with single API integration Benefit: Reduced complexity and integration time Challenge: High card processing fees Solution: Cost-effective bank transfer alternatives Benefit: Keep more of the revenue you create Challenge: Complex compliance requirements Solution: Built-in monitoring and compliance tools Benefit: Reduced risk without in-house expertise Challenge: Complex implementation requirements Solution: Developer-friendly APIs and sandbox Benefit: Faster integration and deployment Core Value Propositions
Single API for payments, identity verification, and compliance Reduces integration complexity and vendor management Lower transaction fees compared to card payments Transparent pricing structure Real-time identity verification Automated fraud prevention Built-in compliance monitoring Comprehensive documentation Dedicated sandbox environment Key Differentiators
Verification before transaction Enhanced regulatory compliance Automated sanctions screening Regulatory reporting tools High-volume processing capability Real-time transaction processing Target Use Cases
This ICP targets organizations seeking to modernize their payment infrastructure while maintaining robust security and compliance standards. Straddle's platform particularly appeals to businesses prioritizing:
