Cointree
Cryptocurrency exchange mobile app that allows users to invest into cryptocurrency with ease.
UX Case Study
About Project
CoinTree is a cryptocurrency exchange that provides a unique experience to investing and trading cyrptocurrency. The app’s design allows for users to simply and effectively invest into crytpocurrency with new features not currently associated with current top exchanges.
My Role
Lead UX Designer and Researcher for CoinTree
Project Duration
April 2022-June 2022
Problem
Cryptocurrency investing is a rising trend, but many current apps are too complex for new users to understand. There are not many ways to organize assets, and apps have inconvenient user interfaces.
Goal
Design an app that makes it easy for users to invest into cryptocurrency. Create an account creation flow that allows users to create an account and get started on their journey.
Responsibilities
Conducting interviews, Paper and digital wireframing, Low and high-fidelity prototyping, Conducting usability studies, accounting for accessibility, and iterating on designs.
To begin my research, I wanted to look at what pain points users were experiencing in current exchanges. I conducted interviews and surverys to get an idea of what changes were to be made. In addition, I created a persona and user journey maps to recognize the flow of navigation for the design.
After doing so, I completed a Competitive analysis to compare my design to other competitors.
Pain Points
Users experience issues with Navigation, accessibility, and security with current exchanges
1.
Navigation
Users complained about inconvenient user interfaces and navigation when talking about current exchanges. There is not much simplicity when it comes to navigating through the apps, which is what users want.
2.
Accessibility
Accessibility is an important aspect of app design, and current competitors do not account for it nearly as much. It is important to create a design that has features accessible to all.
3.
Security
Hacking is a security concern that a lot of current exchanges experience. Users are often scared to invest due to lack of security.
After creating lowfi prototypes, I created a user journey map highlighting the flow that a user would take to complete a successful transaction
Competitive Analysis
Competitors LACK clear flow and DO NOT account for Accessibility
Current competitors adhere complex user flows which make it difficult for users to make a trade and track their portfolio. In addition, accessibility is not accounted for in the following competitors as much as it should be.
Crypto
Kucoin
Coinbase
To completely enhance the user experience, I wanted to design something different than the competitors. Each competitor missed on a key feature; no competitor had it all.
After the interviews, I created an affinity map and outlined the themes and insights I recognized were important when designing the app.
Themes
Most users (4/5) felt that the process of purchasing crypto was too confusing
Most users (3/5) wanted a way to track their portfolio in real time and in detail
All users (5/5) preferred more information regarding the different cryptocurrencies in a simple manner
Insights
Users are concerned about the difficulty in connecting wallets and buying/selling cryptocurrency.
When investing in cryptocurrency, users want a feature to track their porfolio in a detailed manner.
More detailed information about the coin will allow users to be more comfortable using the app.
Design
When creating wireframes and performing ideation exercises, I wanted to keep in mind to keep a section open for portfolio tracking and coin descriptions, as these were features that were not prevalent in other exchanges. In addition, I wanted to make sure the navigation was easy and simple to use.
Portfolio tracker and customization were important to the design of the app.
What’s
Changed?
I did not account for portfolio balance on the front page of my wireframes, so I included that in the final mockups. Additionally, I created an additional option to check notifications on the navigation bar at the bottom.
Users wanted to be able to see their portfolio balance on the front page
Users want detailed portfolio information and customization
In my research, I found that users wanted an option to create multiple portfolios so that they can organize their assets. In addition, users wanted a more interactive and simple way to view their portfolios.
It was important to create designs that comply with the WCAG Color Guidelines
Iterations were also made after mockups were created; the previous order box contained colors that did not quite comply with the WCAG guidelines, so I made some changes to correct that. Additionally, I felt that the updated order box looked cleaner and fit more with the theme of the app.
Reflection
After completing the study, there are a few things I would do differently next time.
Comply with accessibility standards to a higher regard
Although I made sure to acknowledge WCAP Guidelines for color when creating my designs, I could have done more research on different accessibility standards and how they compare to current exchanges.
Spend some extra time with typography and iconography
You can never stop spending time on typography and iconography, but I felt that I could have done more work on making sure that the iconography fits the theme of cryptocurrency and finance. In the future, I will focus more on this aspect of design.
Conduct a usability study to see how the users interact with the new crypto experience
I felt that a usability would not be helpful for this app since the flow of my design seemed simple, but I would have gotten more information had I conducted a usability study. I would be able to understand what exactly the user is going through as they complete a trade, and what features they felt were unnecessary or integral to the design.
Ask for more feedback on the research process
Feedback on designs and research are an important part of the process, and I make sure to get as much feedback from peers as I can on my designs. What I noticed during this case study was that while I got a lot of feedback for my design, I could have gotten more feedback for the actual research process. The research process can be just as important, and I would have gotten a better perspective had I gathered more feedback on the research I was conducting.