Skip to content
main
Straddle 101 - Internal
  • Pages
    • main
      straddle
      • TL;DR
      • Embed
        • main
          Regulatory Structure
        • Weave (KYB Decisioning)
      • Strategy
      • Press Release
    • Big ideas '25
      • Manifesto
      • Communication
        • Open doors
      • Engineering @ Straddle
        • Engineering Values
        • Building @ Straddle
          • Discovery->Delivery
          • Linear Guide
            • Projects
            • Issues
            • Workflows
          • Templates
            • Project Template
            • Short PRD
            • Concise Issue
            • Detailed Issue
      • main
        Company Memo
        • 2025 Strategy
        • Ideal Customer Profile
        • icon picker
          Personas
        • Compound Startup
      • Straddle Public Library
        • Payments vs Transfers
        • APIs as ladders
        • How to avoid breaking APIs
          • Breaking changes in JSON APIs
        • How to: Friction Logs
        • Enterprise sales meets product development
      • Payment Systems
        • ACH
          • ACH Basics
          • Flow of Funds
          • ACH Primer
            • Why do businesses choose ACH?
            • ACH vs wire transfers: what’s the difference?
            • What is Nacha and is your business compliant?
            • What is an ACH debit?
            • What is direct debit?
            • What is ACH credit and how does it work?
            • How does an ACH deposit work? A behind the scenes look
            • How an ACH transfer works: a complex process explained
          • Nacha Quick Reference Guide
            • ACH Returns Quick Reference
    main
    Straddle 101 - Internal
    /
    /
    Personas
    Share
    Explore

    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
    Easy-to-read dashboards
    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:
    Accurate financial data
    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

    Legacy ACH Limitations
    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
    Transaction Costs
    Challenge: High card processing fees
    Solution: Cost-effective bank transfer alternatives
    Benefit: Keep more of the revenue you create
    Risk Management
    Challenge: Complex compliance requirements
    Solution: Built-in monitoring and compliance tools
    Benefit: Reduced risk without in-house expertise
    Technical Integration
    Challenge: Complex implementation requirements
    Solution: Developer-friendly APIs and sandbox
    Benefit: Faster integration and deployment

    Core Value Propositions

    Unified Platform
    Single API for payments, identity verification, and compliance
    Reduces integration complexity and vendor management
    Cost Optimization
    Lower transaction fees compared to card payments
    Transparent pricing structure
    Risk Management
    Real-time identity verification
    Automated fraud prevention
    Built-in compliance monitoring
    Developer Experience
    Modern REST APIs
    Comprehensive documentation
    Dedicated sandbox environment
    Technical support

    Key Differentiators

    Identity-First Approach
    Verification before transaction
    Reduced fraud risk
    Enhanced regulatory compliance
    Compliance by Design
    Automated sanctions screening
    Transaction monitoring
    Regulatory reporting tools
    Scalable Infrastructure
    High-volume processing capability
    99.99% uptime SLA
    Real-time transaction processing

    Target Use Cases

    Subscription Management
    Marketplace Payouts
    B2B Payments/Invoices
    Loan repayments
    Recurring Billing
    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:
    Cost efficiency
    Fraud prevention
    Seamless integration
    Regulatory compliance
    Scalable operations
    Gallery
     
    Want to print your doc?
    This is not the way.
    Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
    CtrlP
    ) instead.