Case Study
Cryptocurrency Exchange Site
Block Link– Business Scenario
Welcome to Block Link, your gateway to the world of digital assets and blockchain technology. Founded with a vision to revolutionize the way individuals engage with cryptocurrencies, Block Link is committed to providing a seamless and secure platform for trading and managing a wide range of digital assets.
My Role
UX designer leading the BlockLink’s website design
Responsibilities:
Brand Identity
Usability Studies
User Interface Design
User Accessibility
Paper/Digital Wireframing
Low/High-Fidelity Prototype
Responsive Design
Project Overview
What's needed?
Design the sign-up process for a cryptocurrency exchange responsive website.
The Product
Block Link aims to simplify the complexities of the digital asset landscape with an intuitive user interface, advanced trading tools, and a diverse selection of cryptocurrencies.
Project Duration
July 2023- Aug 2023
The Problem
Supporting evidence from usability study.
Many cryptocurrency apps often face a sign-up problem related to user onboarding friction. This can deter users who are seeking a straightforward onboarding process.
The Goal
Streamlined user experience
Block Link’s goal is to create a user-centric and accessible platform that empowers individuals to seamlessly signup to engage with the world of cryptocurrencies.
Understanding
The User
- User Research
- Personas
- Problem Statements
- User Journey Maps
User Research Summary
I recognize the vital importance of understanding the users’ needs, preferences, and behaviors to deliver an exceptional cryptocurrency exchange experience. Through comprehensive user research, I have gained valuable insights that have significantly shaped the development of Block Link’s platform. This summary encapsulates my key findings and how they drive my design decisions.
Research Goals and Approach:
My user research journey began with a clear focus on uncovering pain points, expectations, and aspirations of cryptocurrency enthusiasts, traders, and newcomers. I aimed to create an inclusive and accessible platform that caters to a diverse user base. To achieve this, I employed a combination of qualitative interviews, surveys, and usability testing to gather authentic and actionable data
User Research: Pain Points
Pain point
Sign up
Cryptocurrency apps sometimes require lengthy and intricate identity verification processes during sign-up
Pain point
Information Overload
Some apps overwhelm users with excessive information, leading to reluctance to proceed
Pain point
Clarity and information
Extensive registration forms with numerous fields can discourage users from completing the
sign-up process
Persona: Betty
Betty Smith
Age: 35
Education: BA
Hometown: New York, NY
Family: Married with one child
Occupation: Finanical Analyst
“I want to invest in cryptocurrencies, but the volatile market and overwhelming information make it hard to know where to start.”!”
Goals
- To make informed investment decisions in the cryptocurrency market.
- Access to reliable and up-to-date information about the crypto market trends, news.
Frustrations
- Conflicting information online about cryptocurrencies
- To find the time to thoroughly research and analyze the crypto market.
Betty is a retired financial analyst aiming to incorporate cryptocurrencies into her investment portfolio. She seek a platform that emphasizes security, provides clear tax information, and offers support for managing their retirement funds effectively. She needs an educational platform with clear explanations, beginner-friendly interfaces, and low investment thresholds to start her journey.
Persona: Daniel
Daniel Patel
Age: 30
Education: MAsters in CS
Hometown: Bangalore, India
Family: Single
Occupation: Software Engineer
“I ‘m looking for a platform that offers robust security features, reliable market insights, in cryptocurrencies.”
Goals
- Trade cryptocurrencies actively to capitalize on short-term price movements.
- Access advanced trading features and tools for technical analysis.
Frustrations
- Platform downtime during high volatility periods.
- To Lack of user-friendly charting and analysis tools.
Daniel is a tech-savvy individual who wants to actively trade cryptocurrencies. They need a platform with real-time data, advanced trading features, and a stable infrastructure that supports their fast-paced trading strategies.
User Journey Map
Problem Statements
User: Betty Smith
Betty is a retired financial analyst who wants a platform that emphasizes security, provides clear tax information, and offers educational support, because she manages her investment portfolio.
User: Daniel Patel
Daniel is an software engineer who needs a platform with real-time data, advanced trading features, and a stable infrastructure, because of his fast-paced trading strategies process.
Starting
The Design
- Sitemap
- Paper wireframes
- Digital wireframes
- Low-fidelity prototype
- Usability studies
Sitemap
Block Link’s Home screen
Addressing users’ challenges with website navigation, I leveraged this insight to develop a well-organized sitemap. The objective was to enhance the website’s overall navigation through intentional information architecture choices. The selected structure aims to deliver a user-friendly and straightforward experience.
Paper Wireframes
I created paper wireframes for every app screen, incorporating user concerns about navigation, browsing, and the sign-up process. The paper wireframe iterations on the right side of the image prioritize enhancing the browsing journey for users on the home screen to sign-up page.
Paper Wireframe Screen Size Variations
User can access the site on a variety of different devices. I made the site fully responsive to meet the need of every user.
Digital Wireframes
The redesign helped address user pain points and improve the user experience while using the site. Prioritizing the user needs, I made useful button locations and visual element placement on the home page to make sign- up quick and easy.
Digital Wireframes Screens Variations
To ensure a seamless user experience across various devices, we designed the digital wireframes with responsiveness in mind. By adapting the layout and elements to different screen sizes, we aimed to provide users with a consistent and user-friendly interface, regardless of whether they were accessing the app on a desktop, tablet, or smartphone.
This approach guarantees that users can easily engage with our platform no matter their preferred device, contributing to a more inclusive and accessible experience.
Low-Fidelity Prototype
The Layout
To develop a low-fidelity prototype, I linked together all the screens essential to the primary user journey of signing up and creating a profile. During this phase, I actively sought feedback from fellow design professionals within the community. Their insights shed light on areas such as button placement and page structure. I valued their input and integrated a number of their suggestions, particularly those that directly addressed the user challenges identified earlier in the design process. View Block Link’s low-fidelity prototype
Usability Study: Parameters
Study type:
Unmoderated usability study
Location:
United States, remote
Participants:
10 participants
Length:
20-30 minutes
Usability Study Findings
These were the main findings uncovered by the usability study:
Round 1 findings
- Participants encountered confusion due to unclear button labels
- Participants had lack of visual cues leading to frustration
- Users had delays in accessing their accounts
Round 2 findings
- Users found the interface overwhelming
- Users felt like it was too many options presented at once
Refining
The Design
- Mockups
- High-fidelity prototype
- Accessibility
Mockups
Block Link’s Original Screen Size
Mockups
Based on the insights from the usability study, I made changes to improve user’s profile to display notifications.
Mockups: Screen size variations
For the Mockups stage, I focused on creating screen size variations to ensure the responsiveness of the design across different devices. By tailoring the layout and content to various screen sizes, I aimed to provide a consistent and user-friendly experience regardless of whether users accessed the platform on desktops, tablets, or smartphones.
High-Fidelity Prototype
The Layout
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study. View Block Link’s high-fidelity prototype
Accessibility considerations
I believe that everyone should have equal access to the excitement and joy that our arcade brings. As part of my unwavering commitment to accessibility, I have undertaken a thorough exploration of how our special event check-in app can better serve all users, regardless of their abilities. I understand that each user’s experience is unique, and my goal is to provide an environment that is welcoming and accommodating to everyone.
I recognized the paramount importance of ensuring accessibility for all users, regardless of their abilities or disabilities.
I used color contrasts, font choices, and text sizes to enhance readability for users with visual impairments, and ensuring keyboard navigation and focus indicators for those who rely on screen readers or alternative
input methods.
I integrated semantic HTML elements and proper heading structures to create a coherent and understandable information hierarchy.
Going
Forward
- Takeaways
- Next steps
Takeaways
Impact:
Our user-centered approach has led to increased user engagement, improved user satisfaction, and a reduction in pain points.
What I learned:
Throughout the design process, I’ve gained invaluable insights into the importance of user research and iterative design in creating a successful digital product.
Next Steps
-
One key focus is to continually gather user feedback and data to identify pain points and areas of friction.
-
I plan to conduct usability testing with a wider audience to ensure that our solutions resonate with a diverse range of users. Staying up-todate with the latest trends and advancements in the cryptocurrency exchange landscape will be crucial.