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2022
GSG Pathfinder
Cryptoasset trading platform
A mobile application designed for advanced investors seeking a high-level solution for managing digital assets.
I delivered a Proof of Concept (POC) for a crypto platform from the ground up, focused on enhancing the crypto trading experience and optimising internal workflows. I also established a Storybook-based component library to ensure design and functionality consistency for future development.
Product
Online platform
Skills
User research
UI design
DesignOps
Third-party collaboration
Role
UX Designer
Duration
Q2 2022
Project overview
As a greenfield project for a crypto asset trading platform, the design focuses on delivering key MVP features through a 0-1 product development process to help GSG establish a strong market presence.
The primary focus is on implementing the 'Click & Trade' feature, ensuring a smooth and user-friendly trading experience. Scalability is integrated into the design to accommodate future growth, and strong security protocols are implemented in line with industry standards.
Challenge
The main UX challenge was positioning GSG's Cryptoasset Trading Platform in a competitive market by developing an MVP that stood out, despite working within a limited scope, to drive customer retention.
As a UX designer, navigating the complexities of cryptoasset trading was a new experience. The key challenge was to design an intuitive and secure platform, ensuring ease of use for seasoned traders while building trust.
Process
One-day kick-off workshop
I facilitated a one-day kick-off workshop with key stakeholders to establish the MVP features and determine GSG’s market position. The workshop was divided into several sessions, including persona development, user journey mapping, and MoSCoW method exercises.
Developing personas was crucial in aligning GSG’s product strategy with market needs. We identified key characteristics such as investment habits, financial goals, and platform preferences, which provided insight into how different segments approach crypto trading. This process helped pinpoint GSG’s unique selling proposition—exclusive, personalized services and a premium experience.
Comprehensive User Journey Mapping
A detailed user journey mapping session focused on the entire process—from learning to use the app, logging in, and viewing the dashboard and portfolio, to executing trades. This exercise helped us identify key touchpoints across the platform, such as portfolio balances, live asset prices, transaction updates, and 24/7 live chat. We prioritized features using the MoSCoW method, aligning core functionalities like asset management and transaction visibility to enhance user experience and retention.
Competitor analysis
Before developing the wireframes and prototype, we conducted a comprehensive competitor analysis to study the features, user flows, and UI designs of other crypto trading platforms like Coinbase and Binance. This analysis compared key functionalities, including trading options and asset management. It also examined screen flows, observing what information and data should be displayed to ensure users can easily track the portfolio and market trends.
Additionally, insights on how digital assets and policy terms are presented helped guide discussions with the client's legal team, ensuring compliance and user clarity.
MVP prototype development
After identifying the ‘must-have’ and ‘should-have’ features during the workshop, I began by developing the Information Architecture (IA) to ensure clear navigation and a seamless user flow. I also established the art direction, defining the tone and feel to match GSG's premium positioning.
Once the foundation was set, I delivered the prototype and interaction design for both the customer-facing application and the internal management dashboard, ensuring the designs aligned with user needs and the platform’s business goals.
Solution
Real-time 'click & trade' functionality
A feature allows users to execute trades quickly, offering real-time buy and sell functionalities. Although one-click trading was not feasible due to scope limitations, the design ensures a smooth experience by enabling users to initiate trades and seamlessly connect with brokers through a personal chat, providing a user-friendly approach.
Comprehensive asset management
With an asset portfolio as a foundational feature, users can track and manage their crypto assets with ease. It provides comprehensive buy and sell records, allowing users to maintain full control of their assets.
Exclusive 24-hour chat (white-glove service)
As part of the platform’s unique features, offering 24/7 real-time support from the Pathfinder team delivers personalised guidance and addresses questions instantly. This exclusive service enhances customer retention and loyalty, helping Pathfinder stand out in the existing market despite its limited scope. It is key to positioning the platform competitively, ensuring users feel supported and valued.
User and Asset Management Dashboard
A dedicated dashboard was developed to allow GSG staff to efficiently manage client profiles, including their assets, transaction history, and overall account details.
Additionally, the dashboard enables the verification and management of internal users, such as traders, ensuring trust and reliability in the platform. It ensures compliance and reinforces GSG’s reputation as a secure and trusted trading platform.
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