2
Users were not able to sort the assets in the dashboard.
Case Study
Cryptomarket Responsive Website Design
Cryptomarket is a website that helps people trade crypto stress-free with a simple and intuitive interface. The typical user is between 18-65 years old, and is cryptocurious and/or a cryptotrader.
CLIENT
CRYPTOMARKET, LLC.
DURATION
August — September 2021
SOFTWARE
XD, Photoshop, Illustrator
The Problem
Available crypto trading websites have cluttered designs, inefficient systems for browsing through offerings, and confusing checkout processes.
The Goal
Design a Cryptomarket website to be user friendly by providing clear navigation and offering a fast checkout process.
My Role
UX designer leading the Cryptomarket website design.
Responsibilities
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs and responsive design.
Understanding the user
I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users would be willing to invest in crypto or are already professional crypto traders.
However, many crypto websites are overwhelming, dark and confusing to navigate, which frustrated many target users. This caused a normally enjoyable experience to become challenging for them, defeating the purpose. Below are four main pain points that users experience.
Navigation
Designs are often busy. That results in confusing navigation.
Interaction
Small buttons make product selection difficult, which leads to user mistakes.
Accessibility
Often are not equipped with assistive technologies.
Experience
Not an engaging browsing experience.
Problem statment
Pedro is a busy project manager who needs intuitive website navigation with a good informational architecture because they want to buy crypto online stress-free.
User journey map
I created a user journey map of Pedro’s experience using the site to help identify possible pain points and improvement opportunities.
Starting the design
Difficulty with website navigation was a primary pain point for users, so I used that knowledge to create a sitemap.
My goal here was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and easy.
Next, I sketched out paper wireframes for each screen in my app, keeping the user pain points about navigation, browsing, and checkout flow in mind.
Moving from paper to digital wireframes made it easy to understand how the redesign could help address user pain points and improve the user experience.
To create a low-fidelity prototype, I connected all of the screens involved in the primary user flow of creating an account and making a transaction. Prioritizing useful button locations and visual element placement on the home page was a key part of my strategy.
At this point, I had received feedback on my designs from members of my team about things like creating sorting options and forget password button. I made sure to listen to their feedback, and I implemented several suggestions in places that addressed user pain points.
Study type:
Unmoderated usability study
Unmoderated usability study
Location:
United States, remote
United States, remote
Participants:
5 participants
5 participants
Length:
30-60 minutes
30-60 minutes
These were the main findings uncovered by the usability study:
1
Once at the register new account screen, users don’t have a way to login into an already existing account.
3
During the checkout process, users were not able to create a recurring transaction.
Refining the design
Based on the insights from the usability study, I made changes to improve the site’s registration flow. One of the changes I made was adding the option to log in with existing account for users, who already registered before. This allowed users to switch in one click.
To make the dashboard flow even easier for users, I added an option to sort offerings that allowed users to easier access the information.
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study, as well as several changes suggested by members of my
team.
Accessibility considerations
Initial focus of the simple and clean straightforward content presentation helps define the primary task or action for the user.
I used headings with various sizes for clear visual hierarchy to minimize confusion.
The design uses accessibility-friendly color combinations.
I included considerations for additional screen sizes in my mockups based on my earlier wireframes. Because users trade from a variety of devices, I felt it was important to optimize the browsing experience for a range of device sizes, such as mobile and tablet so users have the smoothest experience possible.
Results &
Conclusion
Our target users shared that the design was intuitive to navigate through, more engaging with the images, and demonstrated a clear visual hierarchy.
What I learned
I learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always keep the real needs of the user in mind when coming up with design ideas and solutions.
Next steps
1
Conduct follow-up usability testing on the new website
2
Add recurring transaction feature that was identified within the usability study
3
Identify any additional areas of need and ideate on new features