Terminal payments for everyone
Designing a compliant yet frictionless onboarding and activation experience for small merchants to accept credit and debit card payments.
Company
Ding
Headquarters
Bogotá, Colombia
Role
Staff Product Designer
Industry
Fintech
GUI
IOs, Android
Revenue
$4.2 million (2019)
Company size
48
Context
DING is a neobank for small and informal merchants in Colombia, enabling them to accept electronic payments both with and without physical payment terminals.
At the time, DING was the first company in Colombia to offer this service to this segment. This meant not only designing a new product capability, but also innovating on the acquisition and activation process while securing approval from the Financial Superintendence of Colombia.
The opportunity: expand financial inclusion by enabling merchants with little formal or digital experience to accept card payments.
The constraint: operate within one of the most complex regulatory environments in the country.
Challenge
We needed to design a digital onboarding experience that felt simple, friendly, and intuitive for inexperienced and informal merchants — while fully complying with the strict legal and regulatory requirements of the Colombian financial regulator.
The core tension was clear:
The registration process required by the regulator was legally dense, rigid, and unfamiliar to users
Our target merchants had limited knowledge of financial and legal concept
Any mistake could block approval or put the product at regulatory risk
The challenge wasn’t just usability — it was translating a complex legal process into a smooth, trustworthy, and compliant product experience.
Results
Compared to the legacy version originally designed by the engineering team, the redesigned experience delivered measurable improvements:
+42%
Increase in onboarding completion rate
-67%
reduction in task completion time
Q+
Got the approval of the Financial Superintendence (Colombian DOI)
My rol
I worked on this project as a design consultant, leading an immersive and highly collaborative process with the client’s strategic stakeholders.
We worked codo a codo with key partners from the client organization, including Product, Business, and Legal, to align on a shared product direction. Beyond leading the design thinking process, my role involved facilitating change management, helping move political and organizational constraints, align priorities, and unblock decisions to make progress at record speed.
I was accountable for:
Leading the design squad and overall delivery
Translating regulatory and legal requirements into actionable product decisions
Facilitating alignment between design, business, and legal stakeholders
Driving momentum to ensure the product reached regulatory approval on time
Tech stack
“Daniel is a leader who has a talent for connecting with human complexity and, based on this, designing solutions that drive transformations. Daniel's mulititalent versatility will be a gift to any organization committed in generating high-impact change.”
CEO | We Push (Consultancy agency)
Details of my work are confidential
