The Embedded App

Background
Behalf is transforming the way businesses accelerate cash flow by offering automated payment solutions, including financing and net terms, to merchants and their customers - regardless of transaction size.
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The challenge
The company's business decisions changed over time. Instead of a Customer approach, Behalf is looking for Merchants to accept the payment solution first and promote it together with them. The challenge was the creation of a new product that fits different payment use cases. 

The solution

The Embedded App. This is an app that can be placed in different contexts. It can mainly create new accounts, login, Merchants can create payments for their Customers (this is a new flow - very common flow in B2B) and it works as a payment solution in B2B Merchants' website checkout.

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Every time a new Embedded App context is designed, I create a prototype in Proto.io and do at least 8 usability tests. Usually, 7 out of 8 users finish the flow successfully. Since the Embedded App was released, I've been analysing thousands of Hotjar recordings until today. I scheduled an hour per day to analyse the Embedded App recordings. Another tool used for monitoring the funnels is MixPannel. I also have easy access to Behalf's Customer Support and Sales teams, who can provide valuable information about what our customers' pain points are and what they are looking for. 

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My role

I was responsible for the end-to-end UX strategy and design for Behalf’s Embedded App, Behalf app and website, addressing critical compliance and onboarding challenges in a highly regulated B2B payments environment. I began with deep user discovery, interviewing SMB customers and Agents to understand trust barriers, offline dependencies, and friction points across the pre-approval and checkout flows.

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I explored multiple onboarding and authentication models, prototyping and validating self-serve flows that would allow customers to securely log in, create accounts, and place their first order without Agent intervention. The final solution was designed to embed seamlessly within merchant websites, balancing clarity, transparency, and compliance while maintaining a frictionless user experience.

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Post-launch, I continuously reviewed customer interviews and Mixpanel recordings to evaluate adoption, drop-off, and behavioral patterns. Insights from real usage directly informed iterations, resulting in a clearer payment flow, reduced dependency on Agents, and a more confident, independent customer experience.