Token.com
About
Token.com is a crypto investment app that makes discovering tokens easy and snackable through social investing.
People are more likely engaged to learn and invest when they have an emotional connection with tokens, it is easy to understand and have a sense of community to learn together.
The thing about crypto...
People have expressed interest in crypto but a lot of people find it intimidating to take the first step. While it's already big in small circles, its mainstream appeal is entirely overshadowed by complexities, lack of trust, and jargon-filled crypto world.
The Approach
token.com's approach to cryptocurrency is to simplify tokens and bring it to life. We wanted people to invest in projects they care about. Through rigorous research and testing, we've simplified the experience of investing in tokens. Basically, we made crypto approachable to anyone who is curious enough to try.
The How
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Simplifying the entire experience of trading tokens from registration to selling tokens.
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Approachable look and feel
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Bringing tokens to life through short videos, through research we've found out that this is the best method of learning considering people's short attention span.
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Grouping tokens into collections so users understand what to invest according to their interests.
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Bite size info of tokens and reveal more information only when needed to avoid cognitive overload
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Social Investing - it's better to invest with peers and talk about it. By creating conversations around tokens, it helps people understand what the token is about rather than going through long series of readings.
The Journey
Brand Identity
We collaborated with 20Something Agency and ON to enhance token.com's visual identity while preserving its essence and building trust. Created a welcoming and fun space, broadening the perception of token.com's potential beyond financial gains.
Embraced soft colors, friendly faces, and a sci-fi-inspired font to differentiate from crypto conventions. Designed the logo mark "Ken" as a guide, and collaborated with illustrator Bertrand Aznar for a vibrant, relatable tokenisation world.
We've achieved a balance between familiarity and aspiration, empowering the audience in a future-focused universe. Developed an app and web experience centered on "Intent," enabling users to learn and decide instantly.
App Reskin
We're a team of 4 in-house designers who were working on the revamping the whole app into the new brand identity of token.com. The first phase strategy of operation reskin was to give the app a new visual appearance without altering its core functionality or underlying code.
Legacy App
New Look and Feel
Design System
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Provided valuable support in the development and implementation of the design system for the company app, actively supporting the achievement of a streamlined UI/UX across diverse components.
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Collaborated effectively with cross-functional teams, including designers and developers, to ensure the design system's consistency and scalability.
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Conducted regular design system audits, identifying and addressing inconsistencies, contributing to continuous improvements and an enhanced user experience.
User Flows
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Led the design of a user-friendly cryptocurrency payment interface, ensuring seamless software integration of wallets while prioritising security and privacy, regulatory compliance, and ease of use.
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Held squad meetings in order to align the engineering needs and software integration limitations.
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Proficient in crafting intuitive and seamless user flows for the payments side and KYC (Know Your Customer) of applications, ensuring ease of use and a positive user experience.
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Capable of personalising user flows based on user preferences and past behaviour, optimising the payment experience for increased conversion rates.
Prototypes
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Developed prototypes to establish proof of concepts and visualise the intended functionality and design of the application.
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Created interactive prototypes to provide engineers with a clearer understanding of the app's visual layout, navigation flow, and user interaction elements.
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Utilized prototypes to demonstrate the look and feel of the app, enabling stakeholders to assess its usability and aesthetics.
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Offered insights into the mobile user experience by simulating app interactions, helping to refine design decisions and optimise user engagement.
Discover, Buy, Collect, Sell Tokens
UX Research and Product Improvement
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Demonstrated proficiency in referencing design inspirations to enhance the creative process and align design solutions with industry best practices.
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Collaborated closely with the Customer Service team and Analytics team to extract valuable insights from users' app pain points.
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Excelled at connecting with users to foster open communication, creating an environment where individuals felt comfortable sharing feedback, improvement suggestions, and requests for additional features like transaction history, market cap, and clarity of fiat conversion.
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Spearheaded the evaluation of an app reskin, creating a comprehensive approach to gauge user reactions. along with orchestrating holistic usability testing, assessing the overall app experience and achieving a 95% success rate in task completion.
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Led research on the feasibility of users investing in token.com's in-house token, drawing inspiration from successful models like Binance and their token.
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Conducted guerrilla testing at industry conferences to gather immediate user feedback and sentiment on the entire app experience.
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Organized and stored research data in Notion for easy accessibility by token.com staff,. Utilized Dovetail for in-depth analysis, providing a link for interested stakeholders to access the complete usability interview.
Unlocking User Perspectives
I attended the Token2049 events in Singapore and Future of Blockchain Summit in Dubai to gauge user sentiment towards our app, conducting interviews with attendees.
Collaborating closely with the marketing team, we transformed these insights into engaging content that highlighted user experiences, concerns, and the positive aspects of our app. This content, ranging from written articles to video testimonials, was strategically distributed across various channels, including social media and our company's website.
By sharing authentic user feedback, we aimed to build credibility, attract new users, and foster a sense of community. The success stories and constructive feedback gathered during these events not only enhanced our app's image but also provided valuable insights for continuous improvement.
The feedback loop established with our user community reinforced our commitment to delivering an app that evolves based on user needs and preferences.
