Problem Statement
The primary challenge was to develop a platform that simplifies access to complex cryptocurrency data, catering to both novice and experienced users. We sought to create an interface that minimises confusion and maximises engagement, ensuring users can easily navigate through vast amounts of information.
My Role
Stakeholder interviews, scope definition, business research, user interviews, information architecture, wireframing, design system, visual design, usability testing.
As Lead Product Designer, I spearheaded the platform’s design to address two critical issues:
Cognitive Overload: Users felt overwhelmed by unstructured data
Adoption Barriers: New investors struggled to navigate crypto basics
Key Responsibilities
Own end-to-end product design to reduce cognitive overload and prioritise actionable insights.
Collaborated with investors to transform raw metrics into contextual visualisations, increasing average session time by 65% in 3 months.
Designed engagement loops like personalised watchlists and dynamic alerts, which became the platform’s most-used features (adopted by 60% of active users).
Built a modular design system to ensure consistency across 8 product features, accelerating feature development.
Research
User Research: Conducted qualitative interviews and surveys with potential users to understand their needs and pain points with crypto analytical platforms. Key findings were :
Overwhelming Complexity: 78% of users abandoned research tasks due to unstructured data and jargon-heavy metrics.
Fragmented Workflows : Investors used 3-5 tools simultaneously, increasing error rates and time-for-decision.
Lack of Trust: 62% of retail users avoided new tokens due to fear of scams, citing "no clear legitimacy indicators."
Competitive Analysis: Analysed existing platforms to identify strengths and weaknesses. This analysis highlighted opportunities for differentiation through improved usability, particularly in presenting key data points in an easily digestible format.
Identified Gaps :Lack of narrative-based tracking (e.g., Alpha Screener).
Limited educational resources for retail users.
Lack of informative charts and derived insights.
User Journey
To craft a seamless user experience, I mapped out the typical journey of a crypto investor/researcher—from initial research to decision-making. The key touch points in this journey helped us identify friction points and areas of importance.
Ideation & Sketches
Conducted ideation workshops and rapid sketching sessions based on the research insights and to ease the user journey.
Design System
Built a robust design system to maintain consistency and scalability across the platform.
Final Design
The final UI focused on enhancing clarity, usability, and engagement.
Fundamental Dashboard
The main dashboard was structured into four sections, categorized by coin type and data relevance. The default dashboard focused on fundamental data, providing users with:
Quick-access tables showcasing top-performing coins, ranked by key metrics for rapid insights.
A comprehensive, detailed table listing all coins, enabling deeper exploration.
Easy-to-use filters and a customizable metrics tab, allowing users to refine data based on their specific needs and personalize their dashboard for a more tailored experience.
This setup ensured efficient navigation and enhanced usability, empowering users to focus on the most relevant data effortlessly.
Coin Dashboard
For the coin dashboard, data was systematically organized into three hierarchical levels based on its importance, decision-making impact, and actionable insights:
Level 1: Displayed essential price indicators, including the current market price and model price (a platform-generated coin valuation metric), ensuring users have immediate access to critical financial data.
Level 2: Featured key performance metrics, a comprehensive project summary, and analyst notes, offering users a well-rounded understanding of the asset’s fundamentals.
Level 3: Included in-depth data categorized into sections, each supplemented with detailed graphs and charts, allowing for deeper analysis and informed decision-making.
This structured approach minimized cognitive overload while ensuring users could effortlessly navigate and interpret complex cryptocurrency data.
Email Alerts & watchlist
To enhance user engagement and decision-making, two key features were introduced:
Email Alerts – Users could set up custom alerts based on specific metrics and time-based performance indicators, enabling them to track real-time market movements and make quick, informed decisions without missing critical changes.
Watchlist – A personalized feature allowing users to create custom coin lists, helping them focus on assets of interest.
For future scalability, watchlists could evolve to:
Portfolio tracking, enabling users to monitor their holdings directly.
Public watchlists, allowing experienced users to share curated lists with the community, providing insights for new investors.
These features saw rapid adoption, with 60% of users actively utilizing them, significantly improving their ability to analyze data efficiently and make informed investment decisions.
Alerts
watchlist
Other Dashboards
