Product launch
Improved product strategy
New customer segments
Introduction
The business need was to create an MVP for launch to test the market. My role was to build out a UI for the app to launch & the squad included a frontend dev & blockchain dev.
I started by creating minimum-viable / lean UX frameworks as a way of focusing the design choices. These included short storyboards, happy path user flows and several other frameworks. These frameworks acted as scaffolding for the remaining design work.
A lean storyboard
Style direction
The company vision was to create a product that was trustworthy and capable. The guiding brand characteristics were determined to be:
Security
Crypto native
Innovative
We transitioned from an original dark mode design to a light mode style to resonate with existing design language for checkouts and payment processors.
Jobs to be done
User testing
The user flow contained a complex sequence of user actions to complete a successful payment. In order to ensure usability a LoFi prototype was created and tested with users during user interviews to gain live feedback at each step of the flow.
LoFi user testing
Biggest Challenge
Refining and condensing the hundreds of possible payment token options on the Token selection screen to help guide the user without overwhelm, whilst maintain full flexibility was a great challenge.
The first iteration of the token selection screen failed since users didn't understand that some tokens were hidden in a collapsed list. This led to experimental and further testing of components.
Optimising the confirmation screen
Final Design
Key Impact
Creating a tested, launch-ready UI from the ground up for launch. Creating a V1 for the design language (including design system) and working through a significant number of variables and edge cases allows rapid iteration for further design iterations.
Unexpected Learning
Creating a header section allowed multiple UI components to be contained and set back, which allowed the user to focus on a reduced amount of information in the main container.
This was significant due to the density of information for the user to process.
Most proud of…
Simplifying complex data fields on the review payment screen and finding solutions for conveying important info in small space.
Product launch
Improved product strategy
New customer segments