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Futures Exchange Launching Stretegy Design

23.01

Member

3 Developer, 1 Desigenr, 5 stake holders

Responsibility

Research & Planning & Design

Period

2024.06 - 2024.10

Member

3 Developer, 1 Desigenr, 5 stake holders

Responsibility

Research & Planning & Design

Period

2024.06 - 2024.10

Member

3 Developer, 1 Desigenr, 5 stake holders

Responsibility

Research & Planning & Design

Period

2024.06 - 2024.10

Design Process

My responsibilities cover not only research and design, but also issue management after QA and communication with stakeholders.

Background

Unifying Swap and Exchange

for Conversion Rate

Unifying Swap and Exchange

for Conversion Rate

Unifying Swap and Exchange

for Conversion Rate

Unifying Swap and Exchange

for CVR

I joined the project after it was decided to integrate the separate Swap and Exchange features to increase conversion rates.

Obesevation

Swap and Exchange deliver the same value to users, differing only in their logic, leading to frequent VOCs due to confusion

Issue

Swap CVR, 10% lower than the exchange

Goal

Unify the two actions into one swap to match the exchange's conversion rate

Obesevation

Swap and Exchange deliver the same value to users, differing only in their logic, leading to frequent VOCs due to confusion

Issue

Swap CVR, 10% lower than the exchange

Goal

Unify the two actions into one swap to match the exchange's conversion rate

Catch-up

Identifying the Key Users

Before officially starting the project, I identified the characteristics

of the two features and the core users.

Before officially starting the project, I identified the characteristics

of the two features and the core users.

Hypothesis

Why is the conversion rate lower for app wallet users?

Considering only the wallet usage experience, despite the simplicity of app UX like loading and signing, the lower conversion rate can likely be attributed to the following reasons.

Biometric

wallet-centric UX

Biometric

wallet-centric UX

Despite differences in flow and required information, the same UX as biometric wallets is provided for app wallets

Outdated app UX/UI

The app wallet market is changing faster than the hard wallet market, but our last update was 6 years ago

Outdated app UX/UI

The app wallet market is changing faster than the hard wallet market, but our last update was 6 years ago

Biometric

wallet-centric UX

Despite differences in flow and required information, the same UX as biometric wallets is provided for app wallets

Let's pinpoint

the differences

and check

the dropout rate

Let's pinpoint

the differences

and check

the dropout rate

Let's pinpoint the differences and check

the dropout rate

Let's pinpoint

the differences

and check

the dropout rate

I sintended to identify points with different flows from other services, check the dropout rates at those points, and verify if they align with the major dropout points.

Catch-up

Identifying the Key Users

Before officially starting the project, I identified the characteristics

of the two features and the core users.

93%

Among card, app, and biometric wallets, app and biometric wallets make up 93% of the total

The proportion of swap users using the app wallet

58%

Conversion rate of app users is more than 25% lower compared to biometric wallets

25%

Research & Problem seeking

3 Problems

First, as another trader managing personal assets on the blockchain,

I documented any pain points after using our service.

First, as another trader managing personal assets on the blockchain,

I documented any pain points after using our service.

First, as another trader managing personal assets on the blockchain,

I documented any pain points after using our service.

First, as another trader managing personal assets on the blockchain,

I documented any pain points after using our service.

Later, when comparing the differences and dropout rates with other services,

I found that they align with the 3 primary pain points, which are as follows.

Later, when comparing the differences and dropout rates with other services,

I found that they align with the 3 primary pain points, which are as follows.

Later, when comparing the differences and dropout rates with other services,

I found that they align with the 3 primary pain points, which are as follows.

Later, when comparing the differences and dropout rates with other services,

I found that they align with the 3 primary pain points, which are as follows.

Drop Rate 92%

Swap

6 Steps for selecting

what to swap

6 Steps for selecting what to swap

Our biometric wallet allows users to create multiple accounts for the same network and coin within a single wallet, distinguished by address.

As a result, there are more options to choose from compared to other platforms.

Our biometric wallet allows users to create multiple accounts for the same network and coin within a single wallet, distinguished by address.

As a result, there are more options to choose from compared to other platforms.

Drop Rate 17%

Exchange

Suggesting too many

provider options

Suggesting too many provider options

Generally, other platforms either provide fixed options or display pre-set optimal options, while our platform lists all options and emphasizes allowing users to set their preferred ones.

Drop Rate 33%

Exchange

Send flow entry after pressing the Confirm

In exchange transactions, tokens need to be sent to the exchange agency, which leads to the 'send' flow during Exchange. However, most wallets either don't support this or provide the same UX as a regular swap.

1st Solution

Nickname, which includes

coin and network information

Nickname, which includes

coin and network information

Nickname, which includes coin and network information

Nickname, which includes

coin and network information

Our service assigns a unique nickname to each account, which includes coin, network, and address information for multi-account management.

As a result, I have updated the system so that instead of selecting coin, network, and address information seperately, users can now set them all at once picking the nickname.

Coin Name

Network Name

Address

Account Nickname

Coin Name, Network Name, Address

2nd Solution

Showing only the best option

AS IS

Provider information

usage rate: 0%

Previously, the provider list was prominently displayed

taking up a large portion of the space.

However, according to interview results, 0% of users were aware of what information was being displayed in that section.

TO BE

Transaction details

confirmed only when needed

Among the transaction details, only the exchange rate and the 'Best' badge are displayed, while the rest of the information is nested and can be accessed only when needed.

Transaction details

confirmed only when needed

TO BE

Among the transaction details, only the exchange rate and the 'Best' badge are displayed, while the rest of the information is nested and can be accessed only when needed.

Provider Information

Usage Rate : 0%

AS IS

Previously, the provider list was prominently displayed taking up a large portion of the space.

However, according to interview results, 0% of users were aware of what information was being displayed in that section.

Provider Information

Usage Rate : 0%

TO BE

Previously, the provider list was prominently displayed taking up a large portion of the space.

However, according to interview results, 0% of users were aware of what information was being displayed in that section.

Transaction details

confirmed only when needed

TO BE

Among the transaction details, only the exchange rate and the 'Best' badge are displayed, while the rest of the information is nested and can be accessed only when needed.

Provider Information

Usage Rate : 0%

TO BE

Previously, the provider list was prominently displayed taking up a large portion of the space.

However, according to interview results, 0% of users were aware of what information was being displayed in that section.

Transaction details

confirmed only when needed

TO BE

Among the transaction details, only the exchange rate and the 'Best' badge are displayed, while the rest of the information is nested and can be accessed only when needed.

3rd Solution

A message

that hint the next action

A message

that hint the next action

A message

that hint the next action

After discussing with the development team, we concluded that due to current development resources, we couldn't change the structure that leads users to the 'send' action.

As a result, the update was made to indicate entry into 'send' within the button itself.

Total Flow

Only 6 Steps

For SWAP

Only 6 Steps

For SWAP

Only 6 Steps

For SWAP

Total Flow

Only 6 Steps

For SWAP

Result

CVR increased by ~21%

Exceeding the KPI of 64.7%

CVR increased by ~21%

Exceeding the KPI of 64.7%

CVR increased by ~21%

Exceeding the KPI of 64.7%

CVR increased by ~21%

Exceeding the KPI of 64.7%

Exchange CVR increase

9.1%

Swap CVR increase

21.2%

Soution 01 Impact

Asset selection dropout rate

9.4%

AS IS : 92%

Soution 02 Impact

Provider selection dropout rate

0.0%

AS IS : 17%

Soution 03 Impact

Send conversion dropout rate

8.3%

AS IS : 33%

Soution 02 Impact

Provider selection dropout rate

0.0%

AS IS : 17%

Soution 03 Impact

Send conversion dropout rate

8.3%

AS IS : 33%

Futures Exchange Launching Stretegy Design

23.01

Member

3 Developer, 1 Desigenr, 5 stake holders

Responsibility

Research & Planning & Design

Period

2024.06 - 2024.10