The challenge

During my graduate studies, I undertook a practical project aimed at enhancing the user experience of the Coinbase app for my MUXD 5103 "Prototyping" class. We were tasked with implementing a new feature within an existing mobile app over the course of an 8 week class via Google Ventures Design Sprint methodologies. This wasn't prompted by a preference for Coinbase but rather a realization during my own trading activities.

Role

Sole Product + UX Designer, Sole User Researcher

Duration

Jan 2024 - Mar 2024

Industry

Web3

Outcomes

↑ User Retention

↑ Customer Satisfaction

The challenge

During my graduate studies, I undertook a practical project aimed at enhancing the user experience of the Coinbase app for my MUXD 5103 "Prototyping" class. We were tasked with implementing a new feature within an existing mobile app over the course of an 8 week class via Google Ventures Design Sprint methodologies. This wasn't prompted by a preference for Coinbase but rather a realization during my own trading activities.

Role

Sole Product + UX Designer, Sole User Researcher

Duration

Jan 2024 - Mar 2024

Industry

Web3

Outcomes

↑ User Retention

↑ Customer Satisfaction

The challenge

During my graduate studies, I undertook a practical project aimed at enhancing the user experience of the Coinbase app for my MUXD 5103 "Prototyping" class. We were tasked with implementing a new feature within an existing mobile app over the course of an 8 week class via Google Ventures Design Sprint methodologies. This wasn't prompted by a preference for Coinbase but rather a realization during my own trading activities.

Role

Sole Product + UX Designer, Sole User Researcher

Duration

Jan 2024 - Mar 2024

Industry

Web3

Outcomes

↑ User Retention

↑ Customer Satisfaction

The challenge

During my graduate studies, I undertook a practical project aimed at enhancing the user experience of the Coinbase app for my MUXD 5103 "Prototyping" class. We were tasked with implementing a new feature within an existing mobile app over the course of an 8 week class via Google Ventures Design Sprint methodologies. This wasn't prompted by a preference for Coinbase but rather a realization during my own trading activities.

Role

Sole Product + UX Designer, Sole User Researcher

Duration

Jan 2024 - Mar 2024

Industry

Web3

Outcomes

↑ User Retention

↑ Customer Satisfaction

Coinbase v. the rest

While I manage crypto investments on Robinhood and trade futures on TradingView, Coinbase caught my attention due to a noticeable usability gap.

The crux of the matter? Constantly searching for asset names felt cumbersome, especially when compared to the seamless experience on other platforms like Robinhood and TradingView, where charts are always at hand.

Coinbase v. the rest

While I manage crypto investments on Robinhood and trade futures on TradingView, Coinbase caught my attention due to a noticeable usability gap.

The crux of the matter? Constantly searching for asset names felt cumbersome, especially when compared to the seamless experience on other platforms like Robinhood and TradingView, where charts are always at hand.

Coinbase v. the rest

While I manage crypto investments on Robinhood and trade futures on TradingView, Coinbase caught my attention due to a noticeable usability gap.

The crux of the matter? Constantly searching for asset names felt cumbersome, especially when compared to the seamless experience on other platforms like Robinhood and TradingView, where charts are always at hand.

Coinbase v. the rest

While I manage crypto investments on Robinhood and trade futures on TradingView, Coinbase caught my attention due to a noticeable usability gap.

The crux of the matter? Constantly searching for asset names felt cumbersome, especially when compared to the seamless experience on other platforms like Robinhood and TradingView, where charts are always at hand.

The process

To ensure that I approached the problem from a holistic standpoint, I utilized a 5 step problem solving process that allowed me to move forward strategically. I repeat steps 3-5 to polish the product.

🤞🏽

Empathize

🔍

Define

🖍️

Ideate

🚂

Prototype

🗣️

Test

The process

To ensure that I approached the problem from a holistic standpoint, I utilized a 5 step problem solving process that allowed me to move forward strategically. I repeat steps 3-5 to polish the product.

🤞🏽

Empathize

🔍

Define

🖍️

Ideate

🚂

Prototype

🗣️

Test

The process

To ensure that I approached the problem from a holistic standpoint, I utilized a 5 step problem solving process that allowed me to move forward strategically. I repeat steps 3-5 to polish the product.

🤞🏽

Empathize

🔍

Define

🖍️

Ideate

🚂

Prototype

🗣️

Test

The process

To ensure that I approached the problem from a holistic standpoint, I utilized a 5 step problem solving process that allowed me to move forward strategically. I repeat steps 3-5 to polish the product.

🤞🏽

Empathize

🔍

Define

🖍️

Ideate

🚂

Prototype

🗣️

Test

Let's get specific

With a gap identified, it was time to begin problem framing by translating the issue to an subjective question that we can ideate upon to ensure that all design decisions are made with an objective in mind because… the details are important!

Let's get specific

With a gap identified, it was time to begin problem framing by translating the issue to an subjective question that we can ideate upon to ensure that all design decisions are made with an objective in mind because… the details are important!

Let's get specific

With a gap identified, it was time to begin problem framing by translating the issue to an subjective question that we can ideate upon to ensure that all design decisions are made with an objective in mind because… the details are important!

Let's get specific

With a gap identified, it was time to begin problem framing by translating the issue to an subjective question that we can ideate upon to ensure that all design decisions are made with an objective in mind because… the details are important!

How might we help traders dynamically and quickly view their markets so that overall productivity & profitability increase?

How might we help traders dynamically and quickly view their markets so that overall productivity & profitability increase?

How might we help traders dynamically and quickly view their markets so that overall productivity & profitability increase?

How might we help traders dynamically and quickly view their markets so that overall productivity/profitability increase?

Additionally, I created 2 user stories. 1 to match each of the proto-personas(2) I built. I would've loved to perform user interviews to ascertain what the user's current experience is, however; the time constraints for this project didn't allow for such research.

  • As a trader, I want to be able to more efficiently and dynamically view the blockchain while on my phone so that I can more comfortably place trades on the go.

  • As an investor, I want to quickly see an overview of my portfolio so that I can spend more time with my family so that my happiness increases and therefore, my productivity (studies show)

Additionally, I created 2 user stories. 1 to match each of the proto-personas(2) I built. I would've loved to perform user interviews to ascertain what the user's current experience is, however; the time constraints for this project didn't allow for such research.

  • As a trader, I want to be able to more efficiently and dynamically view the blockchain while on my phone so that I can more comfortably place trades on the go.

  • As an investor, I want to quickly see an overview of my portfolio so that I can spend more time with my family so that my happiness increases and therefore, my productivity (studies show)

Additionally, I created 2 user stories. 1 to match each of the proto-personas(2) I built. I would've loved to perform user interviews to ascertain what the user's current experience is, however; the time constraints for this project didn't allow for such research.

  • As a trader, I want to be able to more efficiently and dynamically view the blockchain while on my phone so that I can more comfortably place trades on the go.

  • As an investor, I want to quickly see an overview of my portfolio so that I can spend more time with my family so that my happiness increases and therefore, my productivity (studies show)

Additionally, I created 2 user stories. 1 to match each of the proto-personas(2) I built. I would've loved to perform user interviews to ascertain what the user's current experience is, however; the time constraints for this project didn't allow for such research.

  • As a trader, I want to be able to more efficiently and dynamically view the blockchain while on my phone so that I can more comfortably place trades on the go.

  • As an investor, I want to quickly see an overview of my portfolio so that I can spend more time with my family so that my happiness increases and therefore, my productivity (studies show)

Biography

Marco is a 28 year old entrepreneur who makes a living managing his own Web3 SaaS company in Portland, Oregon. He supplements his income by trading & investing in crypto. Eventually, Marco aims to create his own coin & launch a crypto-based clothing line.

Goals

Profitably trade crypto-currencies, create his own coin, launch crypto clothing brand, place profitable trades on the way to meetings.

Motivations

Motivation

Send money to family abroad, move to NYC, build something for his children, connect with other Web3 fanatics.

Pain points

Seeing your positions on the go is time-consuming, often on the go for meetings

Biography

Silas is a 58 year old former wall street financier. Now retired, he spends his time investing/trading crypto, playing local shows in a band made up of his friends from high school, and spending time with his new granddaughter. Silas lives in Las Vegas, Nevada, where he was born and raised.

Goals

Spend as much time with his granddaughter as
possible,
make money off crypto to go to his
granddaughters college fund.

Motivations

Motivation

Providing for his family, pursuing his passions,
exploring what the world has to offer, enjoying
retirement.

Pain points

Viewing the market is tedious, charts aren’t
customizable.

A modern Angus MacGyver

Now that our audience and conflict have been identified, it was time for me to make like MacGyver and figure out an inventive way to solve for our problem. I developed a couple of user flows to address each of our persona's pain points.

A modern Angus MacGyver

Now that our audience and conflict have been identified, it was time for me to make like MacGyver and figure out an inventive way to solve for our problem. I developed a couple of user flows to address each of our persona's pain points.

A modern Angus MacGyver

Now that our audience and conflict have been identified, it was time for me to make like MacGyver and figure out an inventive way to solve for our problem. I developed a couple of user flows to address each of our persona's pain points.

A modern Angus MacGyver

Now that our audience and conflict have been identified, it was time for me to make like MacGyver and figure out an inventive way to solve for our problem. I developed a couple of user flows to address each of our persona's pain points.

Connecting the dots

Finally, our infrastructure is built to begin the latter (my favorite) part of the process: the ideation through testing loop. Due to time constraints, I had to work as agile as possible. I developed a low-fidelity prototype based on the user flows built with POP by Marvel and my own sketches.

Connecting the dots

Finally, our infrastructure is built to begin the latter (my favorite) part of the process: the ideation through testing loop. Due to time constraints, I had to work as agile as possible. I developed a low-fidelity prototype based on the user flows built with POP by Marvel and my own sketches.

Connecting the dots

Finally, our infrastructure is built to begin the latter (my favorite) part of the process: the ideation through testing loop. Due to time constraints, I had to work as agile as possible. I developed a low-fidelity prototype based on the user flows built with POP by Marvel and my own sketches.

Connecting the dots

Finally, our infrastructure is built to begin the latter (my favorite) part of the process: the ideation through testing loop. Due to time constraints, I had to work as agile as possible. I developed a low-fidelity prototype based on the user flows built with POP by Marvel and my own sketches.

Take a look

Take a look

Take a look

Take a look

Survey says…

From February 4th, 2024 - Feb 13th, 2024, 5 remote, moderated, usability tests were conducted to measure the efficacy of the proposed features in allowing users to more efficiently view and interact with the market. All participants had prior experience either investing or trading.

🛑

5/5

hesitated when looking for the settings

😶‍🌫️

2/5

expressed confusion when choosing their layout

5/5

said they would use the new features for themselves

Survey says…

From February 4th, 2024 - Feb 13th, 2024, 5 remote, moderated, usability tests were conducted to measure the efficacy of the proposed features in allowing users to more efficiently view and interact with the market. All participants had prior experience either investing or trading.

🛑

5/5

hesitated when looking for the settings

😶‍🌫️

2/5

expressed confusion when choosing their layout

5/5

said they would use the new features for themselves

Survey says…

From February 4th, 2024 - Feb 13th, 2024, 5 remote, moderated, usability tests were conducted to measure the efficacy of the proposed features in allowing users to more efficiently view and interact with the market. All participants had prior experience either investing or trading.

🛑

5/5

hesitated when looking for the settings

😶‍🌫️

2/5

expressed confusion when choosing their layout

5/5

said they would use the new features for themselves

Survey says…

From February 4th, 2024 - Feb 13th, 2024, 5 remote, moderated, usability tests were conducted to measure the efficacy of the proposed features in allowing users to more efficiently view and interact with the market. All participants had prior experience either investing or trading.

🛑

5/5

hesitated when looking for the settings

😶‍🌫️

2/5

expressed confusion when choosing their layout

5/5

said they would use the new features for themselves

"I would've expected a gear or something, but since it was the only other icon, I figured it out pretty quick."

"I would've expected a gear or something, but since it was the only other icon, I figured it out pretty quick."

"I would've expected a gear or something, but since it was the only other icon, I figured it out pretty quick."

"I couldn't tell if the right one (layout) was selected at first, but I saw the checkmark and just assumed."

"I couldn't tell if the right one (layout) was selected at first, but I saw the checkmark and just assumed."

"I couldn't tell if the right one (layout) was selected at first, but I saw the checkmark and just assumed."

Round 2 🥊

Insights from the previous round in hand, I was ready to jump back into the ring for a second round of ideating/testing.

What was tested

It was clear that participants struggled when navigating to the settings with some noting that the placement was intuitive but the iconography was not. Last round, 60% of participants commented on their confusion. Since, the assignment was to adhere to Coinbase's existing design language, I decided to test the existing iconography again in a higher fidelity.

40% of participants also expressed confusion in system clarity when choosing their layouts. As such, I emphasized clarity of selection with a primary blue border to denote an active state and a radio checkbox for visual confirmation.

What was tested

It was clear that participants struggled when navigating to the settings with some noting that the placement was intuitive but the iconography was not. Last round, 60% of participants commented on their confusion. Since, the assignment was to adhere to Coinbase's existing design language, I decided to test the existing iconography again in a higher fidelity.

40% of participants also expressed confusion in system clarity when choosing their layouts. As such, I emphasized clarity of selection with a primary blue border to denote an active state and a radio checkbox for visual confirmation.

What was tested

It was clear that participants struggled when navigating to the settings with some noting that the placement was intuitive but the iconography was not. Last round, 60% of participants commented on their confusion. Since, the assignment was to adhere to Coinbase's existing design language, I decided to test the existing iconography again in a higher fidelity.

40% of participants also expressed confusion in system clarity when choosing their layouts. As such, I emphasized clarity of selection with a primary blue border to denote an active state and a radio checkbox for visual confirmation.

What was tested

It was clear that participants struggled when navigating to the settings with some noting that the placement was intuitive but the iconography was not. Last round, 60% of participants commented on their confusion. Since, the assignment was to adhere to Coinbase's existing design language, I decided to test the existing iconography again in a higher fidelity.

40% of participants also expressed confusion in system clarity when choosing their layouts. As such, I emphasized clarity of selection with a primary blue border to denote an active state and a radio checkbox for visual confirmation.

Take another look

Take another look

Take another look

Take another look

The results are in…

From March 1st, 2024 - March 6th, 2024, 5 usability tests were conducted once again to measure any change of efficacy of the proposed features.

1/5

hesitated when looking for the settings (80% decrease)

0/5

commented on any confusion when choosing their layout (40% decrease)

🙃

2/5

expressed confusion in regards to graph relationship

🫠

3/5

attempted to utilize non-functional components

😕

3/5

expressed confusion regarding task completion

The results are in…

From March 1st, 2024 - March 6th, 2024, 5 usability tests were conducted once again to measure any change of efficacy of the proposed features.

1/5

hesitated when looking for the settings (80% decrease)

0/5

commented on any confusion when choosing their layout (40% decrease)

🙃

2/5

expressed confusion in regards to graph relationship

🫠

3/5

attempted to utilize non-functional components

😕

3/5

expressed confusion regarding task completion

The results are in…

From March 1st, 2024 - March 6th, 2024, 5 usability tests were conducted once again to measure any change of efficacy of the proposed features.

1/5

hesitated when looking for the settings (80% decrease)

0/5

commented on any confusion when choosing their layout (40% decrease)

🙃

2/5

expressed confusion in regards to graph relationship

🫠

3/5

attempted to utilize non-functional components

😕

3/5

expressed confusion regarding task completion

The results are in…

From March 1st, 2024 - March 6th, 2024, 5 usability tests were conducted once again to measure any change of efficacy of the proposed features.

1/5

hesitated when looking for the settings (80% decrease)

0/5

commented on any confusion when choosing their layout (40% decrease)

🙃

2/5

expressed confusion in regards to graph relationship

🫠

3/5

attempted to utilize non-functional components

😕

3/5

expressed confusion regarding task completion

"Confirmation screens would've helped. I can see the change on the screen but it took me a minute to realize that I'd done what you asked."

"Confirmation screens would've helped. I can see the change on the screen but it took me a minute to realize that I'd done what you asked."

"Confirmation screens would've helped. I can see the change on the screen but it took me a minute to realize that I'd done what you asked."

"I'm not sure what each graph represents. Is this the asset I just added?"

"I'm not sure what each graph represents. Is this the asset I just added?"

"I'm not sure what each graph represents. Is this the asset I just added?"

3rd time's the charm 🍀

3rd time's the charm 🍀

Now fully equipped with user-feedback, I'm ready to ideate and test once more.

Let's try this one more time

Our audience expressed frustrations in graph readability and association. As our goal is to make viewing the markets as dynamic and efficient as possible, it's important that the user always understands what they're looking at. To combat this, I increased the fidelity of the graphs by better color coordinating them and I've also included the respective blockchain's logo beneath each graph.

Additionally, concerns were raised regarding the user's ability to determine if a system system task has been completed, such as: placing a buy order. In response, a respective confirmation screen has been added to each internal task and prototype functionality was improved as to always keep the user abreast of the system's status and to encourage exploration of all the app's capabilities.

Let's try this one more time

Our audience expressed frustrations in graph readability and association. As our goal is to make viewing the markets as dynamic and efficient as possible, it's important that the user always understands what they're looking at. To combat this, I increased the fidelity of the graphs by better color coordinating them and I've also included the respective blockchain's logo beneath each graph.

Additionally, concerns were raised regarding the user's ability to determine if a system system task has been completed, such as: placing a buy order. In response, a respective confirmation screen has been added to each internal task and prototype functionality was improved as to always keep the user abreast of the system's status and to encourage exploration of all the app's capabilities.

Let's try this one more time

Our audience expressed frustrations in graph readability and association. As our goal is to make viewing the markets as dynamic and efficient as possible, it's important that the user always understands what they're looking at. To combat this, I increased the fidelity of the graphs by better color coordinating them and I've also included the respective blockchain's logo beneath each graph.

Additionally, concerns were raised regarding the user's ability to determine if a system system task has been completed, such as: placing a buy order. In response, a respective confirmation screen has been to each internal task and prototype functionality was improved as to always keep the user abreast of the system's status and to encourage exploration of all the app's capabilities.

Let's try this one more time

Our audience expressed frustrations in graph readability and association. As our goal is to make viewing the markets as dynamic and efficient as possible, it's important that the user always understands what they're looking at. To combat this, I increased the fidelity of the graphs by better color coordinating them and I've also included the respective blockchain's logo beneath each graph.

Additionally, concerns were raised regarding the user's ability to determine if a system system task has been completed, such as: placing a buy order. In response, a respective confirmation screen has been to each internal task and prototype functionality was improved as to always keep the user abreast of the system's status and to encourage exploration of all the app's capabilities.

These changed

These changed

These changed

These changed

The design language

Unfortunately, Coinbase's design system isn't public and their font is paid. I substituted their system font with "Public Sans" as it's easily scannable as paragraph text as well as a title. Additionally, it remains readable across font weights.

Public Sans

Public Sans

Public Sans

Public Sans

The design language

Unfortunately, Coinbase's design system isn't public and their font is paid. I substituted their system font with "Public Sans" as it's easily scannable as paragraph text as well as a title. Additionally, it remains readable across font weights.

Public Sans

Public Sans

Public Sans

Public Sans

The design language

Unfortunately, Coinbase's design system isn't public and their font is paid. I substituted their system font with "Public Sans" as it's easily scannable as paragraph text as well as a title. Additionally, it remains readable across font weights.

Public Sans

Public Sans

Public Sans

Public Sans

The design language

Unfortunately, Coinbase's design system isn't public and their font is paid. I substituted their system font with "Public Sans" as it's easily scannable as paragraph text as well as a title. Additionally, it remains readable across font weights.

Public Sans

Public Sans

Public Sans

Public Sans

It's lookin' good!

From March 1st, 2024 - March 6th, 2024, 5 usability tests were conducted once again to measure any change of efficacy of the proposed features.

0/5

commented on any confusion regarding the graphs (40% decrease)

0/5

attempted to utilize non-functional components (60% decrease)

0/5

expressed uncertainty in regards to task completion (60% decrease)

🔐

1/5

expressed security concerns when viewing from lock screen

It's lookin' good!

From March 1st, 2024 - March 6th, 2024, 5 usability tests were conducted once again to measure any change of efficacy of the proposed features.

0/5

commented on any confusion regarding the graphs (40% decrease)

0/5

attempted to utilize non-functional components (60% decrease)

0/5

expressed uncertainty in regards to task completion (60% decrease)

🔐

1/5

expressed security concerns when viewing from lock screen

It's lookin' good!

From March 1st, 2024 - March 6th, 2024, 5 usability tests were conducted once again to measure any change of efficacy of the proposed features.

0/5

commented on any confusion regarding the graphs (40% decrease)

0/5

attempted to utilize non-functional components (60% decrease)

0/5

expressed uncertainty in regards to task completion (60% decrease)

🔐

1/5

expressed security concerns when viewing from lock screen

It's lookin' good!

From March 1st, 2024 - March 6th, 2024, 5 usability tests were conducted once again to measure any change of efficacy of the proposed features.

0/5

commented on any confusion regarding the graphs (40% decrease)

0/5

attempted to utilize non-functional components (60% decrease)

0/5

expressed uncertainty in regards to task completion (60% decrease)

🔐

1/5

expressed security concerns when viewing from lock screen

"My one concern would be how easily people can see my portfolio information. I'd be more comfortable if I had to unlock my phone first."

"My one concern would be how easily people can see my portfolio information. I'd be more comfortable if I had to unlock my phone first."

"My one concern would be how easily people can see my portfolio information. I'd be more comfortable if I had to unlock my phone first."

Final thoughts

Final thoughts

Testing for the class complete, I'm proud to say that the original goal of enabling traders to both view and interact with their markets quickly and dynamically is a massive success!

Future Roadmap

Perform User Interviews

As mentioned previously, I'd like to perform user interviews to inform UX deliverables such as a journey map. This will allow me to truly understand the user's pain points and objectives and therefore; a more user-centered design.

Implement Quantitative Research

Collecting quantitative research data is crucial for optimizing the design further. This can be achieved by using analytics tools to track user behavior and interactions within the app. This data can be used to identify pain points and areas of improvement that were not apparent during the design/testing process.

Evaluate App Performance

Regularly evaluating app performance can help identify any technical issues that may arise. This can be done by monitoring app crashes, response times, and other performance metrics. Addressing these issues promptly can help maintain user satisfaction and prevent any negative impact on the app's reputation.

Continuously Iterate

Finally, it is important to remember that the design process is never truly finished. Continuously iterating and refining the app can help keep it relevant and competitive in the market. This can be done by using feedback, conducting research, and staying up to date with the latest design trends and technologies.

More works.

More works.

© 2024 Grayam Church

Back up