Crypto Staking Dashboard
Market Context
With the impending Token Generation Event, we had none of the promised utility. This presented the potential risk of thousands of users dumping our crypto coin on Day 1, which would tank the price of the coin.
& Emerging Business Needs
In response to the market shift, we wanted to provide additional utility to avoid a dump..
Bringing Utility To Customers
As the lead designer, in conjunction w/ cross-functional peers, I started to explore ways we could provide that value to our customers to avoid a coin dump.
Included concepts like: staking, interactive graphs on earnings, and claiming of airdrops.
To house capabilities, I started exploring a consolidated dashboard that allows users to reap the benefits of holding our coin.
From our UXR, we learned that customers were primarily looking for Loyalty rewards.
Competitive Audit
I looked at many competitors but these were the top 3. I had many discussions with the team about what these companies did well and what they didn't.
Success Metrics
These metrics were chosen based on conversations with the data team on what would be beneficial for the coins different economic pressures.
10%
Increase in Crypto deposits
10%
Increase in time spent on platform
Influence
A dashboard that consolidates a bunch of different needs and capabilities intrinsically requires partnership from other teams. This - even at a small company - can be a challenge and an opportunity to figure out how we best work together.
Design Forward Leadership
Mobile first approach.
Used lo-fi designs and prototypes to get alignment with other teams, validate ideas & understand our requirements more quickly.
Adapting With Feedback
Moved quickly into adapting feedback internally and getting a prototype ready for testing. I wrote the UXR Plan for this testing.
Making It Real
Worked w/ PM & Eng to identify incremental milestones that would provide increasing customer impact.
Milestone 1: Staking
Giving Users A Reason To Hold
Crypto staking was a key feature we led with.
UXR showed users wanted more ways to earn Loyalty ranking.
Opportunity to connect Crypto to Loyalty.
+6%
Increase in Crypto deposits
+8%
Increase in time spent on platform
Learnings From Milestone 1
It’s a good thing we moved to shipping something small and fast first. Here’s what we learned:
Show Rank Milestones: Users need a way to see how far the next rank was.
Visualizing Rewards: Users need to see what is waiting for them at the next rank.
Synthesizing Layout: Users need a clear path forward to the next rank.
Evolving Milestone 1
& Starting Milestone 2
Repeatedly outlined how close the user was to rank progression.
Gave users a clear path forward.
Created better “Show don’t tell” visuals. Got rid of pixel ranking characters and moved to traditional medal rankings.
+12%
Increase in Crypto deposits
+5%
Increase in time spent on platform
Quality Of Craft
Eng needed help to do some of the interaction work that I felt was critical to the experience. I took ownership by partnering with engineering in a really hands on way.
Custom Animations: Step by step spec.
Common Transitions: Find transitions on Codepen or Code Sandbox, collaborate with Eng on editing the code to find what feels good.
Responsive Design
We don't have a mobile app in all regions. In some regions we only have web. Meaning I needed to make sure we supported all screen sizes. To do this I made the page fully responsive.
Results
We far outreached our goals.
+18%
Increase in Crypto deposits
+13%
Increase in time spent on platform
Learnings & Reflections
Contributing To The Whitepaper
My PM and I worked directly with C-suite and external advisors to accomplish the Whitepaper this. We came up with the mechanics, and worked with data team to validate the math.
What would I do differently next time?
Target different user groups more specifically, by offering different reward pathways based on their behavioural patterns.
Update the design system slightly. I worked within the constraints of the system. I would’ve loved to improve the colour palette & areas of the type scale.
Create a bigger moment visually when the user ranks up.
