The Opportunity
iTrust's web & mobile application had gone 4 years since any major alterations had been made to its UI. The application had dozens of instances of dated & non-functional design, affecting over a dozen KPI's including revenue, trade volume, funding conversion & churn.
My goal was to create a foundation which would allow us to solve these persistent problems by finding & eliminating elements of bad design within the application, & creating new user flows to optimize key revenue generating verticals.
Collaboration
When I first began mulling over the idea over a UI overhaul, I sat down and discussed the idea of this with a few individuals from our CX, Operations, Analytics & Marketing teams. My thought process here was to:
Unite multiple teams in a singular effort, and avoid any potential silo'ing down the line
Use their expertise & knowledge to inform my decision making
Make sure that every team felt that they could openly contribute & provide feedback at any point in the process
Competitive Research
As a crypto & DeFi user, I was already familiar with many platforms, but after collaborating with our Analytics team, decided to audit Gemini, as our users behave extraordinarily similar to their users based off of various metrics
Opportunity Spaces
Setting Expectations
ITC had up until that point, expected that users go above & beyond to fund an account. Resetting to a more realistic expectation was key to the success of this project.
Communication
There are multiple points where we signal to a user "You did it". But in reality they have to do a few more tasks.
Hiding Information
Users are plagued with bad menu choices & hiding P1 data behind multiple menus.
Funding
An entirely separate project would be needed to address our falling conversion rates, as these user flows we're plagued with multiple failure points.
Get with the Times
Our design system was dated & our users deserve a modern experience when participating in a cutting edge product.
Automation
Our users should not have to deal with manual processes, automation should be used when the user expects it.
Persona: John
Their Story
John is a business owner in California who is looking to diversify his investment portfolio by investing in cryptocurrency through an IRA. He wants to find a reputable provider that offers a wide range of investment options, clear and accessible information and tools, and robust security measures. He also wants to understand the underlying technology of cryptocurrency and the benefits and risks of investing in this asset class.
Goals
Diversify his investment portfolio by investing in cryptocurrency through an IRA. Find a reputable provider that offers a wide range of investment options and robust security measures. Understand the underlying technology of cryptocurrency and the benefits and risks of investing in this asset class.
Motivations
John wants to maximize his returns on investment. He wants to be in control of his investments and make informed decisions. He wants to stay ahead of the curve and not miss out on potential growth opportunities.
Pain Points
Unclear processes, is told "You did it" but their account hasn't been funded. Finding, downloading, and completing complex financial documentation Unable to navigate the app, can't find the staking platform but wants to stake their crypto assets. Having to call customer service to get anything done, whether it's funding or taking a distribution. 3+ weeks to transfer their Fidelity IRA, causing them to miss out on market movements.
User Journey Map
Application Mapping
To determine the structure and the flow of the application, I made an App Map. It shows the various states that a user encounters. It helped me specify which screens would need to be designed and what their purpose was. Additionally it established that a major goal of this redesign was to have the users be able to access every major feature of the app using the nav bar, or from their portfolio screen.
Component Design
HiFi Wireframes
Here, I've incorporated an updated Portfolio, Market, Staking & Account tabs. Additionally we have updated asset pages, trading & staking interfaces, and additional overlays that ease user cognitive load & greatly reduces the total number of clicks to perform every major action.
Web Trading Interface
0 - 1 build of a new web trading interface, allowing users to trade from almost every screen, minimizing steps to achieving their goals and creating additional exposure to multiple revenue generating verticals.
Branding
Reflection
By collaborating with our analytics, marketing, CX & operations teams I was able to create an entirely new mobile & web experience that alleviated persistent user pain points & rejuvenated the online iTC experience & brand. This was a wonderful project to work on and am extremely excited to work on more large scale design overhauls.