Background
A financial platform that concentrates on creating an environment for non-expert and expert users to save their wealth by investing in the cryptocurrency market in the easiest way possible. Moreover, it is not an exchange platform, it is a capital preservation fund
Objective
When it comes to money, people turn out to be cautious and skeptical, and when it comes to cryptocurrency people feel they have encountered a complicated subject. So I was assigned to create a user experience and user interface for both mobile and PC platforms to solve the safety, trustability, and complexity issues
My Role
Since the project was a startup at first, every staff needed to be a jack of all trades. During about two years of working on this project, I was the only designer on the team who has been in charge of UX design, UI design, Wireframes and Prototypes, UX Research, Illustration, Animation, and Brand identity design.
Achievement
When I joined the team, it was five months since the application had been launched and it had only 5000 users, After two years of collaboration, the number of users increased to 850.000 active users with a 44% retention rate
Research
I began the design process by conducting user interviews and competitive audit research in order to better understand the relationship people have with money and their points of view about the cryptocurrency market.
User Interview
I interviewed 6 participants about their behaviors, thoughts, and feelings about finances, and experiences with online applications. I also asked them to complete nine tasks to analyze the complexity and functionality of the application`s core tasks by using drop-off rates, time on tasks, and completion rates.
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Persona
By the combination of hypothetical user characteristics and the data from the user interview and research, I created the product persona
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Competitive Audit
I conducted competitive analysis by close observation of direct and indirect competitors.
First I made a list of our competitors and then, I analyzed their business. In this process, I read about 20,000 comments (every single comment their users had left on different platforms such as App Store and Google Play Store) to find out their strengths and weaknesses to learn from their experiences. Moreover, I studied their UX patterns and UX writing to learn their communication style with their users.
Here is a list of the most common pain points that the users of our competitors have mentioned:
One
Pain Points
People are mainly scared of entering the cryptocurrency world since they assume it`s complicated
Two
People think that they need some kind of trainer before trading
Three
People are generally insecure and unconfident about this subject.
Information Architecture
Site Map
A site map is a visual representation of the content of the product and I created it to be user-friendly and usable based on my finding during the research phase
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Design System
A Design system is a collection of interconnected patterns and shared practices coherently organized to make the design and development process more comperhansive
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Animations
In order to make the atmosphere more friendly, I created many animations coinciding with the brand identity to introduce the different features of the platforms.
Illustrations
I illustrated over thirty pieces of illustration for Saraf platforms. Some of them are designed to help to describe app functionality and others are for more user assistance and charm
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Mockups
Here are some shots of the final design of main pages of the application
Landing Page
A Landing page is the introduction of every digital product that briefly educates users about the product and then leads them to the main platforms.