Crypto App
The BlockFi Crypto App project aimed to develop a user-centric mobile application that empowered individuals to manage their cryptocurrency investments efficiently. With a focus on user experience and functionality, the app provides seamless access to various crypto-related features, such as portfolio tracking, trading, lending, and earning interest.
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About this project
The redesign of the cryptocurrency flow interface on a global platform resulted in a 25% reduction in transaction times, a 40% improvement in perceived security, and an 18% increase in successful transaction rates. These improvements were achieved through comprehensive UX research, the implementation of new security methods, and iterative user testing.
Methodologies/Tools Used: UX research, user journey mapping, competitive analysis, A/B testing, Figma, Hotjar, Google Analytics
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Introduction
Project Description:
This project focused on enhancing the user experience during cryptocurrency transactions on the “Crypto Global” platform. The platform caters to global users engaging with cryptocurrencies and faced issues related to perceived security and the complexity of the transaction process.
Context:
The rapid growth of the cryptocurrency market and users’ increasing expectations for transaction speed and security necessitated a redesign. The main challenge was to create a user interface that is both simple and secure, without overwhelming new users or sacrificing advanced features for experienced users.
Project Goal:
• Improve transaction success rate by 18%
• Reduce transaction times by 25%
• Enhance users’ sense of security by 40%
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Challenge
The key challenge was to address the complexity of the transaction process while improving trust and security perception. Users often abandoned transactions midway due to doubts about security or due to cumbersome steps in the flow, which affected the platform’s overall conversion rate.
My Role
As Product designer, I was responsible for overseeing the entire design process, from initial research to the final product launch. My role included conducting user research, creating and validating prototypes, and managing user testing sessions. I also collaborated closely with a team of security experts to integrate trust-building features into the design.
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Research & Analysis
Analysis of the Current State:
The initial product had significant UX flaws, including complex multi-step transactions and an unintuitive interface that caused users to abandon transactions. Analytics and user feedback revealed that 60% of users left before completing a transaction due to concerns about security and confusion over the process.
Problem Identification:
• Complex, multi-step transaction process led to high abandonment rates.
• Lack of trust due to insufficient security cues within the interface.
• Confusing flow, especially for users new to cryptocurrency.
These issues negatively impacted both the user experience and the platform’s business metrics, particularly in terms of transaction completion rates.
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Design Process
Solutions:
• Simplified the transaction process by reducing the number of steps required to complete a transaction.
• Incorporated more visible and reassuring security features, such as encryption icons and real-time security updates during transactions.
• Developed wireframes, prototypes, and mockups that clearly delineated the user’s path from login to transaction completion, ensuring ease of use.
User Testing:
We conducted usability tests with a diverse set of users, ranging from crypto novices to experienced traders. Using A/B testing, we compared the old flow with the new design, tracking metrics like transaction completion times and user satisfaction.
Iteration:
Based on the feedback, we made several adjustments, such as adding visual indicators of transaction progress and improving the placement of security-related information. This iterative process allowed us to refine the design to meet user expectations.
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Results
Metrics:
• Transaction success rate increased by 18%.
• Transaction times were reduced by 25%, making the platform more competitive.
• User perception of security improved by 40%, as measured by post-transaction surveys.
Supporting Evidence:
Graphs illustrating the improvement in key metrics, such as reduced abandonment rates and faster transaction times, are available based on data from Google Analytics and Hotjar.
Conclusion
Lessons Learned:
This project highlighted the importance of security transparency in cryptocurrency transactions. Users need to feel secure at every step of the process. In the future, I would prioritize earlier and more frequent user feedback cycles to further refine trust-building elements.
Additional Information
Team:
• Designers: Yasia (Lead Designer), Alex, Maria
• User Researchers: Olga, Dmitry
• Developers: Sergey, Anna
• Security Consultants: Nikita, Elena
Tools:
Figma, Hotjar, Google Analytics, Miro
