We had just rebuilt our Netcoins Mobile app from the ground up to prepare for rapid growth from our expansion into the USA.
In order to provide seamless onboarding and money transfers, our primary focus had been on registration and supporting state-compliant fund/withdrawal methods.
It was time to overhaul our main product offering: trade.
Redesigning the trade flow was an initiative I had been pushing since I interviewed for the role.
After conducting thorough research, gathering requirements, aligning key stakeholders, and negotiating resources, I took charge as the principal designer for this initiative.
I spearheaded the entire design process from discovery to delivery.
Trade had served the company well to this point but due to tech debt, revolving outsourcing teams and no internal mobile engineers it was a disjointed frankenstein of a product.
In preparation for the influx of users from our expansion to the states and in preparation for future iterations it became necessary to rebuild the platform alongside the rest of the app.
The scope of the reskin was to achieve consistency and standardization across the platform. By establishing a solid foundation with standardized modular building blocks, the product became more cohesive and user-friendly. Through this exercise, the design system was established, which paved the way for future iterations of the product.
As a result of the short timeline we were given (a couple of months), and the limited resources (one mobile dev) we were limited in the changes we could make to Trade. Our focus was primarily on making frontend changes, and we had to be very strategic in our approach. While we were able to achieve our goal of creating a better starting point, it was by no means the ideal solution. Despite these limitations, we were able to create a more cohesive and user-friendly platform that laid the foundation for future iterations.
For this project I wanted to make sure I was asking the right questions and solving the right problems. These were the three guiding pillars to keep accountability:
Targeted tasks:
The user should be able to complete their tasks easily and efficiently. It should be clear what task is expected of them at any point.
Flexibility:
The user should be able to change their course of action intuitively, without being redirected.
Education:
The user should feel informed and confident about their decisions through every step of their journey.
Main areas for potential improvements:
What changed?
Main areas for potential improvements:
What changed?
The redesigned mobile trading experience also delivered measurable improvements, increasing trade completion rates by 13% and creating a smoother, more intuitive customer journey across the platform.
