Getoken - UX Design by Iryna Osipa

Project Overview

Getoken is a high-performance platform for trading cryptocurrencies that combines an intuitive interface and advanced trading possibilities.

Timeline

Sep 2017 - May 2018

My role

Product Designer

What I did

Market Research, User Research, Ideation, Prototyping, UX/UI Design, Style Guide.

Tools

Sketch, Invision, Miro, Google Docs, Adobe Creative Cloud, Pencil & Paper.

The problem

Due to the growing popularity of digital currencies, traders are looking for alternative financial investments such as cryptocurrencies. However, the lack of security and liquidity scare users and prevent them from investing in cryptocurrencies, as well as the complexity and lack of user-friendly interfaces have led to confusion and frustration, resulting in traders switching between platforms frequently.

User Needs

As a crypto trader, I need to invest in a secure and easy-to-use online platform with good customer service, so that I can get profit in the short or long term, and be protected from hacking.

User Problem

Investing in cryptocurrencies is challenging for traders due to the risk of hacking and poor support.

Illustration of man with question mark above his head

The solution

There are many similar exchange platforms on the market, but our task was to focus on the Israeli cryptocurrency exchange market and develop a usable MVP of the cryptocurrency platform to test the product idea and evaluate the validity or invalidity of the business plan.

Reliability is a high priority when it comes to cryptocurrency transactions and trading. Thus, the main goal is to develop a secure, reliable, and easy-to-use cryptocurrency trading solution based on the real needs of traders, which will allow traders to buy and sell cryptocurrencies faster and easier.

‍Build a product using the best security technologies to protect users from hacking with a portfolio tracking dashboard, crypto and fiat exchange, deposit/withdrawal support, easy verification process, and good service support.

My responsibilities

Discover

Understand the target market

Find out what exchange platforms and tools exist in the current market with market research and user research.

Define

Learn who the traders buy cryptocurrency

Define the target audience and discover their behavior, goals, frustrations regarding cryptocurrency.

Design

Find a solution to satisfy user needs

Based on the information gained from research and analysis, develop a solution that clearly meets user needs.

The Process

The scope of an MVP can be very subjective depending on business needs, industry, competition, product purpose, your existing product, and audience segments.

After several stakeholder interviews, I decided to use the Double Diamond product design process. This process includes four steps:
- Discover (understanding the problem);
- Define (the area to focus on);
- Design or Develop (a potential solution);
- Deliver (solutions that work).

An image of double diamond product design process

Design thinking is essential to transforming a product vision into real results. Following a design thinking approach helps me and other designers to ensure that the final product address the actual users pain points and provides an experience that will keep loyal customers.

User Research

Competitive analysis

I started my research with competitor analysis to identify the strengths and weaknesses of rivals that exists cryptocurrency industry. By analysing competitors we can find out if there are any gaps in the market, and discover strategic insights into the features, functions, and flows of the competitors.

A competetive analysis table of Getoken project

User Research

Understanding the users

After I got a big picture of current competitors, I did user research to determine the target audience. I assumed that the most involved audience is young people, but I decided to identify the entire audience involved in the crypto industry.

In order to better understand the behavior and needs of users, I interviewed people on Skype and conducted a survey. This helped me learn what exchange platforms users use, how often they buy and sell cryptocurrencies, what problems they face when using them, and what might motivate users to join a new cryptocurrency platform.

User Research

Key findings

Image of target audience of Getoken project

Most of users say they own crypto assets as an investment opportunity and it is a way to save capital value.
Users are frustrated by high withdrawal/trading fees, poor or non-existent customer support, difficult verification process and poor mobile app experience.
Users find the most useful features on cryptocurrency platforms in the process of authorization and verification, the ability to open their own wallet and dashboard.
Among the main factors that will influence the motivation of users to try a new cryptocurrency exchange platform are the recommendations of friends, an intuitive interface and the simplicity of the verification process.
The most popular platform for users is Coinbase and Binance.

Pain Points

Through research, I have highlighted major issues that users face using the current platforms.

Pain Points #1

Trust and Cybersecurity

Loss of cryptocurrency due to hacks, fake trading and volatility undermines the credibility of the cryptocurrency.

Pain Points #2

Verification Process

Verifying your identity is incredibly painful when signing up for a new service.

Pain Points #3

Limited Customer Service

Creating a bad service experience that frustrates people as issues go unresolved.

User Persona

I created user personas based on insights gathered through surveys and interviews.

Path

User Flow

Based on my research, workshop sessions, and matrix prioritization, I created a user flow for buying and selling cryptocurrency. The flow includes the necessary screens in the correct order, and essential components have been prioritized to ensure a smooth user experience.

Ideation

Prioritization matrix

Through the ideation process, I conducted a workshop to sort features based on their value and implementation cost using a feature matrix quad. Plotting a list of the possible features onto a graph helped us to identify which major features need to implement for the first stage - MVP.

A feature matrix prioritization of Getoken project

List of main features:

User authorization
Deposit/Withdrawal
Verification
Profile
Buy / Sell
Dashboard

Ideation

Wireframing

I created wireframes to show the layout, flow, and features of the website.

Solutions

Landing Page

I mapped out the wireframes focusing on our main user flows. I linked all the pages in the prototype (Invision), from the landing page to the end of the successful user journey, and made it ready for testing for stakeholders and team. After collecting feedback and clearing up all the complexities in the ordering process and discussing the improvements we could make, I made changes to the prototypes.

After approving all the screens, we finally moved on to the next step - the interactive Hi-Fi prototype.

Buy order page

We have implemented buy and sell order pages based on the main user flow. The purchase of cryptocurrency is possible in two ways of payment: by credit card and by bank transfer.

The order pages contain all the information needed to confirm the order and track the status of the transaction.

Sell Order Page

To sell cryptocurrencies, users will be able to provide all the necessary bank details to transfer funds to a bank account.

Sell page includes:
‍
- Order number;
- Order timeline;
- Currency rate;
- Created and expiration date;
- Fields with bank details;
- Wallet information;
- Transaction ID;
- Payment summary;
- Guide "how to sell cryptocurrency".

A transactions order page of getoken project

Control and track
the status of all transactions
in one place

In order to easily navigate through the orders, we distinguished order statuses and visually sorted it by color.

Account Settings

When creating a product where security is a top priority, as well as an identity verification process, it is important to make navigation clear and easy to view and edit when necessary. This has a great impact and value on how the user will interact with the product.

As a result of numerous discussions and several feedback sessions, we identified main required fields for profile settings and created a verification page separately based on implementation possibilities, client requirements and user needs.

We grouped all settings into several categories, such as:
‍
- Profile picture;
- Personal information;
- Contact information
- Change password.

All important controls are collected in one place

I created an intuitive layout based on gestalt principles such as proximity and similarity. The dashboard should be divided into 5 separate areas depending on their eye-catching features.

In order not to overdo it with human cognition, I have displayed a limited number of diagrams that help the user to absorb and analyze information easy and quickly. Controls have groups of relevant information available to the user instantly. It includes:

- Balance details (income & expenses);
- Portfolio value charts;
- Wallets;
- Recently transactions;
- Newsletter signup form.

Account protection against theft and fraud

I learned from research that when it comes to cryptocurrencies, anonymity is one of the reasons why users are interested in cryptocurrencies. It is important to understand customers' needs and address the anonymity issues associated with cryptocurrency transactions. And, of course, security, to prevent money laundering and identity theft and guarantee the integrity of trading accounts, cryptocurrency exchanges develop and implement a KYC process.

Verification is a key part of crypto trading. To protect personal data privacy and funds' security, we have implemented a quick and easy verification process.

One of the client's main objectives was to make the verification process simple and not too long. I analyzed competitors and user feedback on their KYC experience on exchange platforms. Most cryptocurrency users complain about the complicated KYC process and how long it takes. After several sessions with stakeholders and team, we approved the decision.

The KYC mechanism requires the provision of proof of identity and proof of residence. Once these supporting documents have been submitted and approved, the registration process will be completed, and users will be granted access to all account transactions.

Implement pre-launch product testing

Creating a user-centric and compelling MVP product is a time-consuming process. We focused on user demands and business’s objectives to create value from user experience perspective.

All other pages are designed with the same approach: they are logical, user-friendly and intuitive, have a clear visual hierarchy and readable fonts that make web pages scannable and pleasing to the eye.

Before launching the MVP, it is necessary to undergo testing. We have been testing it for several weeks. I worked closely with the QA team and developers to improve quality and fix bugs.

Finally, we launched the MVP product and introduced enough features to be tested by early customers. To evaluate the validity of the product idea was collected feedback from both users and stakeholders. There are over 20+ screens for a complete understanding of the project.

Visual Design

Style Guide

Based on competitive analysis and research, as well as our target audience, we wanted to create an intuitive, user-friendly interface with an attractive design and a platform that the user could trust and feel secure when trading. I was responsible for creating the style guide and corporate identity. Minimalistic design with the latest trends creates the best look.

Color Scheme

#4972FB

#62D1A1

Dark gray color scheme of getoken project

#3A3A53

#4F4F6C

Light gray color scheme of getoken project

#A4A3AF

Typography

Weights: Regular, Medium, Semibold.

Sizes: 14, 16, 24, 36

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Logo Construction

The logo is based on letter “G” merged with Geometric icon “exchange” and a circular shape like coin.

Key Learnings

Challenges

Getoken was my first project that I led as a UX designer from concept to launch, and it was a bit of a challenge for me. Working closely with the development team to create a project that is useful and functional is not an easy task.

During the research phase, I identified who our users might be, analyzed their concerns and needs regarding current cryptocurrency platforms, interviewed stakeholders, which was one of the exciting parts of working on this project.

I followed my design process to make this project meet all business requirements, goals and user needs.

What I’ve learnt

1. Always do research. You are not a user. If you want users to use the product, you must first understand them. If you don't understand users, you won't be able to create a product that will benefit them. If a product is useless, it does not meet business goals, is unprofitable and useless.

2. As a designer, it's important not to make a decision based on your thoughts or experience, because some solutions seem too obvious and easy to use to you, but for your potential users, they can be confusing and difficult to use.

What would I do differently?

I would do a usability testing before and after launch to identify flaws in the product we have. I would also like to do more user interviews, surveys to collect feedback on what features can be added to the product and what can do improved.

Creating a secure high-performance digital platform for trading cryptocurrencies

Project Overview