Product
The core product of the service in the B2C segment is a multifunctional wallet, combining mining capabilities, automated coin purchases, limit management, and both physical and virtual card solutions.
Топ выборы
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Currency
Asset name
Последние 24 часа
Price/change
Aave
AAVE
€275.23
+18.42%
Bitcoin
BTC
€28,719.05
-1.38%
Chainlink
LINK
€16.78
+8.90%
Ethereum
ETH
€1,944.76
+3.75%
Litecoin
LTC
€116.41
-2.34%
Ripple
XRP
€0.56
-0.20%
Synthetix
SNX
€10.13
+22.5%
Uniswap
UNI
€19.01
+14.60%
Assets
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Portfolio
Assets
Заработать
Cards
Привет Хейден 👋
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Привет, Служба поддержки, каков мой лимит на банкомате?
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My cards
1243 6578 9765 6789
1243 6578 9765 6789
Task
•
Led qualitative research initiatives, including moderated usability testing of key screens and rapid user interviews to uncover product insights and validate design decisions
•
Validated hypotheses to identify high-impact scenarios and friction points, defining clear areas of improvement within the product experience
Success criteria
•
Confirmation of the hypothesis
•
Iteratively refined key screens and conducted follow-up research when needed to validate improvements and ensure measurable UX impact
My role
•
Organized and coordinated the research process with the product.
•
Prepared hypotheses
•
Found respondents
•
Led and delivered the first iteration of the research cycle
•
Engaged and mentored colleagues for the second iteration, enabling knowledge transfer and scaling the research process within the team
•
I collected feedback and prepared a report.
•
Designed and proposed screen enhancements, translating research insights into actionable UI/UX improvements
Goals
Time until the goal
-30%
Exchange and purchase
CES
1 / 5
Bank deposits
NPS
+11%
Context and pain
Although analytics covered much of the mobile experience, qualitative research was essential to test hypotheses and understand the significance of the product and its individual interface elements.
We executed a series of in-depth user interviews paired with usability testing, engaging 20 participants 10 newcomers
and 10 experienced users with each session lasting 60 minutes.
Issues and screens
Hypotheses
and the users' portrait
Partnered with Product to prepare screen-specific hypotheses, then started recruiting respondents. The initial round of research involved newcomers, primarily drawn from our social networks.
User personas focused on those who started using
crypto after moving abroad, leveraging it for fiat-to-crypto conversion and looking for effortless ways to transact our key target group.
01. Main
02. Exchange
03. Account
04. Bank deposits
Users' talk
The research helped identify pain points affecting
the UX when interacting with application screens!
Feedback from people has helped us understand what
should be simplified or reworked to make the user interaction experience better.
Ekaterina
Uses a month
By default, the first tab opens
and it's not clear what I've added – this is inconvenient!
Balance and expenses
Payment by card for purchases
Exchange crypto to fiat
Exchange crypto to fiat
Improvements
After completing the iteration with newcomers, we conducted an iteration with experienced users. This time, with the help of our support colleagues, we found another 10 respondents
through mailing, and together we surveyed an already international group of users.
After completing the tests, we prepared a report and presented it to the team. Based on the report, the design department and I prepared new screens
and recommendations for improving the product,
let's discuss the most important ones!
We highlighted three categories of problems:
Normal
minor shortcomings and non-critical errors
Medium
moments to pay attention to
Критический
this definitely needs to be fixed ASAP
Issues
V 1.0
Normal
General impression: overall, the main screen stood out among the others and showed itself to be the most thought-out
and easy to perceive. There were only a few non-critical errors during the execution of
tasks.
Of the most critical points: users did not understand what the percentages on the main page were and why they were not the same as in the portfolio.
On the main page, the percentages were shown
for the last 24 hours since the visit, and in the accounts, the totals on the exchange
It turned out unexpectedly that the recently launched stories are not very interesting or useful for the audience.
Main and general tour
AS IS
The solution
V 1.5
In the update, we redesigned the cell and started showing the same percentage on both the main page and in the portfolio, based on the exchange because the insight is: no one has followed the changes in the portfolio as meticulously – not even experienced users!
They did not create stories, but after feedback, there were several hypotheses related to the content (further these hypotheses were tested separately)
Main and general tour
TO BE
Issues
V 1.0
Критический
Users did't understood how the fields "you pay" and "you get" worked. Many users did't realize to click on the second field to avoid entering data. On the card purchase screen, on the contrary, they were frustrated that the second field was inactive: the time to reach the goal was very low.
Users did not understand how the commission works and how it is calculated.
8-10 minutes to the destination: this is long
Exchange
AS IS
The solution
V 1.5
Rejected the fields you pay and you get: reduced the number of UI elements
Added explicit and transparent information
about the commission
The new variant improved the metric "time to value" during repeated testing; we saw how much faster and more calmly users closed the case: Time to value -30%. It was 8-10 minutes. → It became 4-6 minutes.
Result: this screen my main successful case in the B2C team. I put myself
the hypothesis, tested it, confirmed,
improved the design, tested again
and validated!
Exchange
🏆
TO BE
Issues
V 1.0
Medium
This screen and feature required the most various of improvements. During the research, we uncovered valuable insights – people do not use the feature price alert / notifications about the change in coin value. Experienced users tracked their value themselves, while newcomers had
no use for it.
Other pains and problems – the schedule was not updated upon reload, control buttons caused difficulties, there were frustrating emotions when reading transactions, etc. see report
Price
alert
Account
AS IS
The solution
V 1.5
Deployed price alert
The schedule has been corrected
Fixed the buttons
Fixed transaction display
Result: improvements for this section were prepared by my colleagues
from the B2C team
Account
TO BE
Issues
V 1.0
Критический
The screen turned out to be critical; almost all users did not understand what this function was for and, most importantly, that the details could be copied!
Users did not understand that they could click on the cell to copy the details.
Bank deposit
AS IS
The solution
V 1.5
We added a hint with a description of the feature at the top of the screen.
We redesigned the fields and added copy icons.
We sent out a notification to inform users about this feature in the application
The onboarding project has been placed in the backlog.
Improved Customer Effort Score. From: "I don't understand what this!" to: "Ok I thinks this is a bank deposit!" On a scale of 1 to 5.
Bank deposit
TO BE
Goals
Repeated studies helped us confirm that the changes we made are correct, as well as refine remaining unclear points, thus providing users with a better interaction experience!
Conclusions
This case showed how, through quality research,
it's possible to identify important pain points
in the product and how important focus on the
users needs, rather than just one’s own perceptions
of usefulness!
Goals
Time to value
-30%
Exchange and purchase
CES
1 / 5
Bank deposits
NPS
