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Role

UX Designer

Team

6 people

Timeline

Jul 2018 - Sep 2018

Introduction

Cryptorai was one of those projects where I found myself dipped in hot water right on my first day after joining their remote team. Brutal deadlines, an oversaturated market, cut-throat competition, and a boatload of design debt. I was the first designer on their team of 5 highly experienced developers and founders, all working remotely.

After learning about their previous individual experiences working with designers, I had to set up a digital space for them to talk, collaborate and discuss design. I didn't want design to become a one-man job within the team. Rather, I wanted everyone to think like a designer while developing the product in order to avoid bottlenecks in the decision making process.

This really came through well because they were already used to making design-related decisions without labeling it under design, but as product decisions long before I arrived. When I was folded into the product, I started with a product evaluation session with everyone where’d I’d ask questions like

“Why was this page made like this and not like that?”

- and drew parallels for myself to acquire a frame of understanding. Most of the responses manifested a strong rationale behind them from a dev and trader point of view. As a UX designer new to this industry, it took me a while to understand the product and the space before I could make any assessments.

Not being a crypto trader myself, my questions would often be along the lines of -

“What’s the significance of that number on the screen?”

“How does that really affect the decision of a trader?”

“How does one translate these numbers into something of actual value?”

Problems

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Deep nesting within the product coupled with inefficient state management led to a counterintuitive navigation structure.

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Poorly balanced visual tone resulted in usability issues substantiated in the form of misidentification of clickable targets.

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Being a feature-rich app, certain features were overshadowed by others owing to poor discoverability within the app.

Research

My research for this project mostly included watching hours of YouTube videos on Crypto Trading and reading up on blogs from Coinbase, CoinTracker, and Coindesk while tracking firebase analytics of our app. I enlisted myself in slack and telegram groups of popular crypto portfolio tracking applications to check on what their users were talking about and issues they were facing with other such platforms.

I realized that there was a very deep nesting problem within our app which would have been fine if all the screens didn’t look alike. Certain parts of the app required strong visual contrast in order to help the user develop a sense of awareness within the app. Hence I took steps to restructure the IA and design a new navigation scheme to allow users to find and reach assets / pages faster.

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Findings

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Even within Crypto, a certain demographic is willing to trade in privacy for convenience.

When it came to talks about privacy, some traders weren't bothered by privacy and were willing to trust their portfolio management services with their exchange API keys. Their minimum requirements were that they needed a mobile app that could accurately maintain their portfolio and wasn't an eyesore.

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For a large percentage of traders, data density was more important than aesthetics.

Some of the traders would even request values in Satoshi on mobile devices and most of them would align themselves behind a data-rich application than one with great UI but fewer data points. Data visualization also played a vital role in determining one's proclivity. 

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Most traders are unaware that they are voluntarily giving up their privacy to their portfolio management services.

Most traders were unaware of the fact that their exchange API keys were being stored on an encrypted cloud by their portfolio management application to deliver faster on-device performance. After being made privy, some would resort to going back to Excel Sheets.

Visual Design

After compiling the research and having understood enough about the crypto landscape, I started working on the visual design of the product, the thing I was actually hired for but couldn't restrict myself to.

In order to balance the workload and the deadlines, I decided to skip digital wireframing and jumped onto visual design right after paper wireframing.

Home screen, Market and Watchlist

App home-screen post redesign. I redid the information architecture to balance data density with usability.

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Add transactions

The app had the ability for users to manually add transactions. It also flagged transactions which were deemed “illegal” such as adding a transaction where the user has sold more than available. This error handling instilled trust in the system,

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CSV import

Users also had the option to import their CSV files. Through my research, I observed that seasoned crypto traders often rely on spreadsheets to track their transactions. However, many apps lack import capabilities, forcing users to manually re-enter their data—a tedious process that discourages adoption. By enabling seamless CSV imports, we eliminated this friction, making the platform more appealing and accessible.

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API integration

API integration was another frequently requested feature, particularly by crypto traders who preferred a seamless alternative to manual data entry or CSV uploads. This option offered significant ease of use, streamlining workflows for users. However, recognizing the sensitive nature of API keys, the development team implemented a secure approach by ensuring that this information remained on-device and was never sent to our servers. This decision struck a balance between convenience and data security, building trust among our users.

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Alerts

Alerts are a key feature that set the app apart from traditional spreadsheets. Leveraging the app's dynamic capabilities, alerts notify users when the price of a specific coin crosses a predefined threshold—whether above or below—empowering them to make timely and informed decisions. This real-time functionality adds significant value, enabling users to stay ahead in the fast-paced crypto market.

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ICOs

Initial Coin Offerings (ICOs) in the crypto world are equivalent to IPOs in the stock market. For traders, staying informed about new coin offerings is crucial to gaining a competitive edge. Cryptorai was one of the first apps in this space to provide comprehensive ICO listings, ensuring users had timely access to emerging opportunities in the market.

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Conclusion

These efforts resulted in a 25% increase in user stickiness and a 20% boost in conversions from the app's start page to the key 'A-ha moment' action—adding a transaction. Additionally, the work laid a solid foundation for future enhancements, enabling a richer and more engaging portfolio app experience.

Learnings

There’s immense potential for innovation in crypto portfolio apps, especially when dealing with such complexity.

Reflecting on this experience, I would approach the redesign as a series of smaller, incremental changes. This method not only makes it easier to gain stakeholder buy-in by demonstrating value at each step but also allows for deeper consideration of every update. It ensures that each change is thoughtfully designed, provides tangible value, and can adapt to a variety of potential user scenarios.

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Photos of the app before the redesign

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