ProPay User Research — Segmentation & ICP
The Problem
ProPay is AgendaPro's B2B payments platform — it enables merchants to charge their clients through electronic invoicing, POS, and online payments. The team had been without a Product Designer for months: no UX improvements were being made, and there was no clear understanding of who the users were, their pain points, or where the experience could improve.
The 2026 goal was ambitious: bring ProPay adoption to 14% of merchants, processing $14M USD monthly in GPV. But without knowing who to target or what to build, prioritization was impossible.
Quantitative Research
I cross-referenced 14 months of data (Jan 2025 - Feb 2026) from multiple sources. Used Cursor to query the Data Warehouse directly with SQL, analyzed support tickets in HubSpot, and mined Intercom conversations to map real user pain points.
The analysis covered three markets — Chile (44.4% adoption), Mexico (28.5%), and Argentina — identifying differentiated behaviors and gaps by country.
Qualitative Research
Conducted interviews with ~15 ProPay Power Users to understand how they used the platform, where their frictions were, and what features would simplify their lives. Qualitative findings complemented hard data and revealed role-differentiated needs: owners, admins, receptionists, and accountants use the product in completely different ways.
ICP Definition
The first deliverable was the "ProPay Companies" document — a complete segmentation that defined the primary ICP: B2B3+ businesses (3+ providers), with 2.3x higher adoption, 16x more POS adoption, and $30 USD higher average MRR.
I identified propensity signals to prioritize sales: Julia usage (54.5% adoption), 100+ monthly bookings, and 1-2 year tenure. I also found concrete quick wins: 105 businesses with Julia but no ProPay, and 1,263 businesses that had tried online payments but abandoned.
Opportunity Solution Tree 2026
The second deliverable was an OST with two main outcomes: increase GPV (707→800 POS, 1,828→2,100 web payments) and reduce ProPay churn. I defined 6 personas by role with differentiated needs and proposed 17 structured experiments with metrics and success criteria.
The OST identified opportunities by vertical and size: Beauty needs split invoices, Health needs commissions, B2B3+ needs multi-location views.
The Impact
The research defined ProPay's 2026 product and sales strategy by market. ProPay users have 88% higher MRR ($65.91 vs $35.07) and 20% higher retention — validating the platform's value. Prioritized sales outreach by segment and informed the product roadmap: dashboard redesign, differentiated onboarding by size (Express 30min B2C, Standard 60min, Enterprise 90min+ B2B3+), and role-based views. Identified a critical conversion gap in online payments (59.1% trial-to-active) as the main opportunity in Mexico.