Company
Duration
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Product Design
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Strategy
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UX
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Research
Home Redesign & Account Abstraction
Key project to modernise and simplify the home and wallet experience. Cleaning up design and product debt accumulated over time. Resulted in a +100% improvement in 30-day retention.
Role: Principal IC, working across product, engineering, and leadership on core platform foundations, including home architecture and account abstraction.
Insights
How can we simplify and enhance the experience for new users?
What are the biggest barriers to onboarding? Why is churn so high?
The home screen was very complex, with organic features having been added over time without proper UX or IA considerations.
Asset screens were complex and data was hard to find.
Search and findability UX was very poor.
The experience was tailored to expert users over newbies
The app did a poor job of education and progressive onboarding for users.
Approach
Apply abstraction as a principle to simplify the experience.
Overall, our idea was to simplify the experience to make it less daunting for new users. We also wanted to combat competitors in the web2 space and start providing a comparably simple experience.
Optimise the home screen content and items
Improve asset display
Fix the confusing mix of market and wallet content
Fix search lists for assets
Apply abstraction as a principle
Outcomes
+100% improvement in 30-day retention, from 20% to 40%
Positive customer feedback on the home-screen improvements
Customer feedback used to further refine the designs
Overall swap volumes improved following launch
Positive design community feedback on the updated designs
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