Overview
This UX case study focuses on the design process for a crypto exchange website that aims to teach users about cryptocurrencies while providing an easy and user-friendly trading experience.
The user interface design used a simple color palette of blue and white with clear and concise language throughout the site. Overall, the design process resulted in a user-friendly interface that guides users through the trading process while also educating them about cryptocurrencies.
My Role:
Sole UX/UI Designer
Duration:
2.5 months
Tools:
Figma, Adobe XD, Excel, Optimal sort,
Paper and pencil
DESIGN PROCESS
PROBLEM
Users who are interested in investing in cryptocurrencies often lack the knowledge required to navigate the complex world of crypto trading.
They find existing exchange websites to be confusing and difficult to use, which makes it challenging for them to make informed decisions about their investments.
SOLUTION
The solution is to create a crypto exchange website that not only allows users to trade cryptocurrencies but also provides educational resources that are easy to understand and use. By doing so, users can learn the basics of cryptocurrencies while they trade, making it easier for them to make informed investment decisions.
Additionally, the website should have an intuitive and user-friendly interface that guides users through the trading process, making it less daunting and more accessible. This will help users feel more confident and in control of their investments, leading to a better overall user experience.
UNDERSTAND
Research Summary
Research Methods:
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Second-hand research
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Interviews
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empathy maps
Before diving into the design process, it's important to conduct user research to gain insights into the target audience and their needs. In this case, we want to create a crypto exchange website that not only allows users to trade cryptocurrencies but also educates them about crypto in a way that's easy to understand and use.
To conduct research, we surveyed 100 people who had traded cryptocurrencies in the past year. We found that many users were hesitant to trade due to a lack of knowledge about cryptocurrencies and how they worked. Additionally, users found existing exchange websites to be confusing and difficult to navigate.
To address these concerns, we focused on creating an intuitive and user-friendly interface that would guide users through the trading process while also providing educational resources to help them understand the basics of cryptocurrencies.
KEY FINDINGS
1
63% of users lost interest while browsing a crypto exchange platform
2
Users lack the basic knowledge and confidence to invest
3
Trading platforms are not well suited for the beginner investor
Personas
After summarizing user interviews and surveys, we have created
user personas. We used them to empathize with users and understand their pain points which will help design a user-based experience
user more
User Journey
A user journey map was conducted for the persona Sara in effort of understanding the
user more
IDEAT
Competitive Audit
The purpose of this competitive audit is to evaluate the performance of a crypto exchange website in comparison to its competitors and to understand user needs more
COINBASE
Strengths:
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User-friendly platform and mobile app
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High level of security and insurance policy
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Ability to purchase cryptocurrencies using fiat currency, such as USD or EUR.
Weaknesses:
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Limited selection of cryptocurrencies compared to other exchanges.
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Can be confusing to use
BINANCE
Strengths:
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High liquidity and volume, making it a popular choice for traders.
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Constantly updating and adding new features to improve user experience
Weaknesses:
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Limited selection of cryptocurrencies compared to other exchanges.
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Can be confusing to use
COINBASE
Strengths:
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Advanced trading tools and features
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Strong focus on security
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Ability to purchase cryptocurrencies using fiat currency, such as USD or EUR.
Weaknesses:
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Complex and overwhelming for new users, with a steeper learning curve than other exchanges.
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Limited learning opportunity
In conclusion: all three competitors are reputable crypto exchange websites that offer similar features and functionality. Binance stands out with its extensive selection of cryptocurrencies and low fees, while Coinbase offers a user-friendly mobile app and insurance policy. Kraken provides advanced trading tools and features but may be overwhelming for some users.
Site Map
We have created a sitemap to visually organize and plan the content and navigation of the website and provide a clear overview of the site's structure and hierarchy, helping to ensure a logical and easy-to-navigate user experience
DESIGN
From sketch to mockup:
Wireframes:
Implementing solution: On the exchange page, users can gain further knowledge regarding the cryptocurrency they desire to trade.
Users can also navigate to the blog page to read the latest crypto news and learn more about it from the available articles
Usability Study
PARAMETERS
FINDINGS
45% of participants were annoyed that they can't see their favorite coins on the home page (dashboard)
All participants were unsure wether the transaction was complete or not
INSIGHTS
Add a section that views the user's top favorite currencies from their watchlist
Add a transaction confirmation to indicate when transaction is confirmed
After incorporating Insights:
Top currencies from the watchlist was add to the dashboard for fast and easy access
A successful transaction message was added to inform users based on the usability study findings
Design System
Why we chose the colors: We chose blue, white, and grey due to their professional and sophisticated look, good contrast, clarity, and association with trust, security, stability, finance, and investment.
These colors can help enhance the user experience, build trust and credibility among users, and establish a strong brand identity
a dark mode was added to the design to provide users with an alternative viewing option that can reduce eye strain and improve readability in low-light environments. This feature can be particularly beneficial for users who spend a lot of time on the platform or who prefer a darker color scheme.
