are the people that are customers and who they are not?
are the obstacles to use Braziliex Exchange. (Is it a credibility brand issue or is it the Plataform?)
they buy Cryptocurrencies? Why they are not choosing Braziliex?
customers buy Cryptocurrencies? (Peer to peer? They trade Croptocoins often or they hold?)
they used the Exchanges? Where they don’t?
After I breakdown the questions to make them more answerable.
On Reclame Aqui, a Brazilian website that shares customer feedback on companies, Braziliex Exchange is the fourth highest ranked in client satisfaction. Given this impressive position, I found it essential to focus on their web platform to stay competitive.
After analyzing Braziliex’s top competitors, I included analogous businesses in order to obtain different perspectives on ways to address their platform’s areas of improvement. I followed the Nielsen Norman Group’s best practices by using competitive analysis to generate fresh ideas. Some of the types of companies I analyzed were: Crowdfunding websites, stock market websites, other cryptocurrencies exchanges, and money transfer websites.
My user persona consolidation consisted of three different archetypes which I used to help me guide the development process. After combining the analysis in the Discovery phase, I identified enough behavioral variables to segment the user audience. These variables were categorized based on data such as age, investment profile, profession, and scale of how they are connected with the cryptocurrency market. With this I was able to understand (and hypothesize) motivations, frustrations, and goals. I also chose brands that influence the users to further help to define them.
Seeing that my challenge was to deliver better solutions, I focused on the experience after the users’ first contact. The map allowed me see their pain-points and where I needed to focus my energy. During this process I gained deep insights into the users’ negative feelings about their experience with the exchange. I created a graph with frustration and anxiety curves which became invaluable during the ideation and prototyping phases and kept me on track.
Before starting any design, I spent a time making sense of userflows and existing and new content. This involved back to competitive analysis and card sorting work. I realized deliver earlier trial and low commitment for the user can be a bit messy for the userflow. But in this phase it as clear the benefit of an Dashboard for all personas.
Trade test Instead of asking users to sign up immediately, they are invited to first perform a trade simulation. This solution provided users an understanding of how easy investing in cryptocurrency can be.
An humanized and smart concept showing credibility.
Reinforcing the sense of community engagement.
One the most common frustrations found in the experience map analysis was the difficulty in doing simple deposits and withdrawals. It took more than five clicks to find this section when it should have been more accessible. The boxes for deposits and withdrawals were redesigned and they now follow the material design guidelines, are elevated from other elements, have different colors for easy differentiation, and a UX writing best practices. Now it’s an easy to find feature!
The exchange area was created simple and clear. Offers list and repetition of the cryptocurrency logo also included a title on the top and left bottom of the screen indicating what market they are in: will they buy using Bitcoins or Brazilian Reais (BRL).
Keeping consistent, was used the same color scheme for the funding options – “Buy” has the same style as “Deposit” and “Sell” the same as “Withdraw." Was also created easy steps to follow with a friendly confirmation notification.