Trading Redesign
Project Background
Context
The popular cryptocurrency exchange, BlockFi, previously had a dated and cumbersome Trading experience that only supported a limited range of crypto assets. Additionally, BlockFi aimed to introduce the ability for users to place limit orders, allowing them to schedule trades based on their desired cryptocurrency asset price. These new features and enhancements became BlockFi’s top priority and profit driver for 2022.
My Role
As the lead product designer, I collaborated with a cross-functional team comprising product management, content design, user research, legal, and engineering.
Approach
The project began by gathering customer input from support tickets related to the existing Trading feature, which informed the initial set of goals and requirements. A competitive analysis of other crypto exchanges’ Trading experiences further clarified user needs and expectations.
Once the final set of requirements was defined, I embarked on creating initial design explorations that underwent frequent testing and continuous iteration. The fidelity of the designs progressively increased from sketches to wireframes and, ultimately, to pixel-perfect designs. Upon reaching the final design, I collaborated with the development team to ensure the implementation aligned with the intended design through explanations, support, and performing design QA.
Introducing new features & functionality
An Updated Flow
It was crucial to ensure that the introduction of additional cryptocurrency assets and limit order functionality did not compromise the ease of use of the BlockFi Trading feature. We thoroughly analyzed the existing trading flow and brainstormed strategies for integrating the new functionality. Through multiple usability sessions and iterative design processes, we arrived at a flow that proved to be the most optimal.
Early Explorations
The design process often entails striking a delicate balance between the diverse needs and priorities of different stakeholder audiences, including the user, the business, and legal considerations, among others. To ensure that the right balance is achieved, it is crucial to actively seek and incorporate stakeholder feedback into subsequent design iterations. Some of the earlier iterations included:
An Updated Design
In addition to incorporating new functionality, it was essential to introduce a redesigned interface that would enhance the usability of the trading experience and increase the success rate of user transactions, all while maintaining consistency within the BlockFi design system.
By actively gathering user feedback, conducting rigorous testing, and engaging in continuous iteration, we achieved a design that was sleek, elegant, and incredibly user-friendly. These enhancements also enabled us to educate users about the more intricate aspects of crypto trading, further enhancing the overall trading experience.
The Outcome
The outcome of the redesign of BlockFi’s Trading UI was an exciting new design that showcased elegant, intuitive trading functionality. The feature was very well-received by users and led to dramatic increases in trading volume. A success by all accounts.
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If you have a product to design please don’t hesitate to reach out. I have helped some of the world’s best known brands achieve big successes and I would be delighted to do the same for yours.
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