Signa.land
Design Onboarding For Automated Crypto Trading Site
Product Designer
Figma, Adobe Suite
Signa.land is an online co-pilot for investing in crypto currencies.
The platform is a web app where users are offered a selection of investment strategies to choose from based on their experience & comfort level. Signa.land then utilizes the strategy you chose to invest the capital you put in the platform back into your currency of choice.
Signa.land loses a large percentage of their user base in sign-up and early stages.
The platform has a steep learning curve to use, as a result users are consistently confused and lack trust in the business model, making them reluctant to invest money.
Signa.land is unhappy with their current graphics & branding.
They seek to establish a more consistent branding across their platform and wish to have a proper design & component system.
We took a lightweight approach to UX design in the planning of our roadmap, prioritizing rapid prototyping and intentional testing to validate assumptions and adapt to evolving user needs.
Before diving into design, we established 3 KPI’s to measure success. By defining clear KPIs early on we set a solid foundation for evaluating the effectiveness of our design and limit potential lost time on less impactful features.
1. Conversion Rate
(Measure the % of visitors who sign up for an account on the platform after visiting the site. Gives insight into how effective the platform is at converting visitors into users.)
2. Task Completion
(Measure the % of users who successfully complete tasks related to their crypto portfolios on the platform, such as buying assets, setting up alerts, or analyzing market data.)
3. User retention Rate
(Measure the % of users who continue to use the platform over time, and would give insight into how well the platform is meeting user needs and providing value.)
A personalized and customizable investing experience is Signa.land’s selling point.
Their target market is low-mid level experience users who seek to invest in crypto but feel overwhelmed by the large knowledge barrier to entry.
Our interviews were designed to assess users’ current experiences with the platform, as well as their preferences for features and functionalities. Surveys sought to uncover more surface level pain points.
Notably, platforms like Coinbase stood out for their intuitive user interface and robust security features, while others like Binance excelled in offering competitive fee structures and a wide array of trading options.
1. Confusing Navigation
There is a need to simplify the user experience for easier navigation and use of the platform. There is a consistent problem with users being able to find the specific task they wish to complete.
2. Complex Jargon
There is a need to provide more educational resources to help users understand the language & platform. Users constantly asked clarifying questions about investment terms in particular.
3. Low Trustworthiness
There is a need to guarantee security and privacy to ensure user trust in the company before investing. Users were uneasy to invest and many stopped before entering money into the system.
It became necessary for our team to contextualize these problems into actionable solutions. We proposed 3 solutions we could incorporate into the designs of our first prototype.
1. Rewire Red Routes
Rework the most critical tasks taken by users and remove friction between sign up and subscription.
2. Promote Learning
Prioritize ease of use with clear language, concise explanations, and promote active educational resources.
3. Add Personalization
Provide personalized investment recommendations which are specifically catered to a users risk and comfort level.
Prior to the update, the existing user flows were confusing and inefficient. We conducted a thorough analysis of the system’s architecture and identified critical areas for improvement. The image above shows a journey map of the updated flow.
Creating a low-fidelity wireframe involved sketching out basic layout and functionality of the user flow and interface. This initial step allowed us to meet with stakeholders and developers and discuss the feasibility and strength of the design before delving further.
Using the low-fidelity wireframe as a foundation, we created a realistic high-fidelity prototype for testing. This allowed us to simulate the final product more accurately, enabling comprehensive user testing to validate design decisions and gather valuable feedback before final implementation.
Prototype 1.0 proved to be wildly successful. The changes had massive increases to the KPI’s we had set at the start of the sprint. This success gave our team the green light to design the rest of the platform accordingly. The final designs can be seen below.
24% INCREASE – Conversion Rate
(Measures the % of visitors who sign up for an account on the platform after visiting the site. Gives insight into how effective the platform is at converting visitors into users.)
80% INCREASE – Task Completion
(Measures the % of users who successfully complete tasks related to their crypto portfolios on the platform, such as buying assets, setting up alerts, or analyzing market data.)
40% INCREASE – User retention Rate
(Measures the % of users who continue to use the platform over time, and would give insight into how well the platform is meeting user needs and providing value.)
Utilizing the high-fidelity prototype, we extracted key design elements such as colors and typography to establish the foundational elements of a cohesive design system.
The redesigned UI features simplified form fields, quality of life features, and a section for copy which should engrain the company values of security and safety early on.
Prioritized clarity and user-friendly visualization. Interactive features were also incorporated, allowing users to zoom in, pan, and access additional information by hovering over specific data points.
This solution sought to improve the clarity and “gamify” the tutorial system. The smart guide included interactive elements, and provided contextual assistance based on user actions.
Prioritized clarity and user-friendly visualization. Interactive features were also incorporated, allowing users to zoom in, pan, and access additional information by hovering over specific data points.
Prioritized clarity and user-friendly visualization. Interactive features were also incorporated, allowing users to zoom in, pan, and access additional information by hovering over specific data points.
The implementation of the redesigned onboarding quiz and accompanying design system received overwhelmingly positive feedback from both Signa.land and its users.
Reflecting on the project, I would have allocated more time for in-depth user testing at various stages of development to uncover potential usability issues earlier. Additionally, I would have actively involved stakeholders in the design process from the outset to ensure alignment with their goals and expectations, fostering a more collaborative and inclusive approach to decision-making.
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