Redesigning Cryptocurrency trading experience for 2M+ users.
Introduction
Patricia is a cryptocurrency trading platform that enables professional and new investors to trade, exchange, accept and store Bitcoin and other cryptocurrencies easily via a Responsive Web-App and Mobile App for iOS and Android. During the rapid evolution from a Bitcoin trading platform into the powerhouse that powers the broader crypto economy, Patricia has added a lot of features.
In this project, we revamped the user experience and redesigned the UI, which is one of the largest projects at Patricia since 2019. I collaborated with product designers (Olanshile Shile and Iweibo Samuel), product managers and played a significant role in the research and visual design throughout this project.
Problem
Since 2018, Patricia's app experience has not been changed. Here are the key problems with the core experience. With increasing customer base, new services offered by the company and new business dynamics, the existing Patricia web application had become over-clogged, difficult to navigate and confusing for users due to addition of too many features that weren’t initially taken into consideration when the initial design was done.
Defining the problem
Goals
The main goal for this project is to attempt increasing user engagement by elevating the user experience.
Strengthen the value proposition of core products: With new products introduced, we want to highlight our core product offerings that go beyond Deals. We aim to allow a habit-building & fast payment experience for our consumers, while strengthening product discovery on the app.
Operational efficiency: To optimize internal operations, we will build scalable design components, which will work across Patricia, Deals & eCards.
Solution
Impact
As this is a huge project, we released the new designs in phases. For confidentiality reasons I have omitted the actual values for these metrics.
Defining Our Users
Before we started designing, we deep dive into existing behavioral and purchase data of our users to understand them better. We also conducted a series of customer interviews. We focused on identifying what is the job that our customers hire our product for. We defined 3 user archetypes, and mapped them to their respective jobs-to-be-done.
The Novice Trader
A user who is new to the world of cryptocurrency and is just beginning to explore the possibilities of trading. This user is cautious, values simplicity, and often feels overwhelmed by the complexity of the market. They are looking for a platform that can guide them through their first steps, provide clear instructions, and build their confidence.
JOBS-TO-BE-DONE
When I want to start trading cryptocurrencies, I want a platform that offers easy-to-follow tutorials and a simplified interface, so I can make my first trades without feeling overwhelmed or making costly mistakes.
The Curious Beginner
A user with basic understanding of cryptocurrency and has experimented with small trades or investments. They are eager to learn more and are motivated by the potential for profit. This user is constantly seeking knowledge, researching trends, and looking for tools that can help them make informed decisions.
JOBS-TO-BE-DONE
When I see a new opportunity in the crypto market, I want access to advanced tools and educational resources, so I can analyze trends and make informed decisions to grow my portfolio.
The Expert
A seasoned cryptocurrency trader with a deep understanding of the market. They are confident in their trading strategies and rely on advanced features, real-time data, and sophisticated tools to maximize their profits. This user values speed, precision, and the ability to customize their trading environment to suit their specific needs.
JOBS-TO-BE-DONE
When I execute trades in the crypto market, I want a platform that offers advanced analytics, real-time data, and automation tools, so I can optimize my strategies and stay ahead of the competition.
Design Process
Design Sprints
We conducted design sprints to facilitate collaboration cross-departments. Product Designers, Product Managers and Creatives contributed their fresh ideas in this sprint. The purpose of these sprints is to align everyone on the same goal—To improve our consumer experience by solving our user's problems today.
User Flows
We mapped each archetype to their user journey on the app, with their respective success metrics. The application is designed so that users can easily find every feature and use it intuitively. It takes only a few clicks to go from homepage to the transaction pages, wallet and other important screens. The layout design is also transparent and user friendly.
Sketches
We sketched multiple user flows to visualize ideas quickly. My focus at this stage is to diverge first, converge later. Here are some early sketches of the Brand page.
Final Designs
Before the redesign, the web app was cluttered, it had a lack of focus on Patricia"s core products. To improve our brand and product perception, we introduced a fresh new modern look and a better experience, scalable components, redesigned micro-interactions and repositioned the product.
Onboarding
Instead of enduring complicated verification procedures, users could be authorised with just two input fields: their email and their password.
Wallets
The major wallets are the crypto wallets and the fiat wallet. One major need for the user was ease of accessibility of transaction screens and to fulfil this need, the send and Receive BTC transaction are accessible directly from the BTC wallet. Also, native functions of the fiat wallet such as deposit and transfer are accessible from the fiat wallet.
Instructional contents & Crypto Dictionary
Our focus is on supporting all types of users in their learning and growth with respect to crypto trading. The user experience is designed to better understand users and provide tailored recommendations based on their category, as determined by a quiz they complete. For each section in the app (mostly prior to performing a transaction) we implemented a short instructional video to educate the user how it"s done. We also implemented crypto dictionary to help users understand terminologies related to crypto and crypto trading.
Trade Crypto - Send & Receive BTC
The Send & Receive BTC screens allows the user to send and receive cryptocurrency to/from another Patricia (through username or wallet) or an external wallet.
Mobile Responsiveness
To satisfy the need to display the essential parts fo the design accurately on mobile, we also designed mobile equivalents of important parts of the design.
Impacts & Success Metrics
The team had spent countless hours architecting, iterating, testing and re-architecting the onboarding experience in a way that made sense to our customers. It took a lot of listening, empathizing, moving quickly and going back to the drawing board when we learnt something new. Not a smooth process at all but it is this impact that matters to us :
- Within the first 60 days days after closed beta launch, We successfully onboarded 5,000+ users, surpassing the initial target by 20%.
- We tracked a 22% increase in monthly activation rates, attributable to the optimized onboarding funnel.
- Engagement and growth. The efficiency of the new app was evident in the average investment recorded per family, indicating strong user trust and satisfaction. 60%of families reached their first savings goal within 4 months of using the app.
What we learned
Adapt to the changing consumer behaviour
We needed to stay grounded and focused on the goal, but also account for changes to the product to match the changed behavior of customers during the pandemic.
Products don’t exist in a vacuum
With a major user experience revamp, our internal processes were affected. For example, the operations team needs to change how they tag offerings or our merchandise. If we didn’t collaborate with these teams, listened to their concerns, and evolved the tools they worked with, our beautiful app revamp would look nice only as a prototype, but fall flat once implemented in production. Hence, we had a lot of alignment initiatives going on in the background, such as re-defining our brand guidelines.
Take it one phase at a time
We learned to break down complicated designs into small, manageable chunks. This eases development and handles bugs as we go along.
Future
Bug fixes
For a project of this scale, even though we have already fixed plenty of bugs before public release, there are bound to be minor bugs.
Post-launch optimization
This is a crucial next step for every UX improvement or product launch. With informed, actionable insights, we are able to design a better experience for our consumers.
Continue to design better experiences
To follow through our product roadmap and continue to stick to our design principles.
Todlr
