Our design ethos hinged on three pillars:
Simplicity: Enabling those new to Web3 to navigate and participate in token sales without confusion.
Security: Mitigating risks associated with crypto transactions.
Engagement: Building a platform that not only supports transactions but also cultivates a vibrant community.
The research phase was extensive and involved various methodologies. We conducted user surveys to gather quantitative data and integrated qualitative insights from the community team and project ambassadors. This multi-faceted approach provided a well-rounded understanding of our users' behaviors and preferences.
Our ideation process was collaborative, involving team members from diverse backgrounds, including myself (the designer), the CPO, CTO, data analyst, and community lead. We brainstormed and created hypotheses, prioritizing features for the immediate launch and future enhancements. This approach allowed us to align our design decisions closely with user needs and business goals.
A critical aspect of my work involved collaborating with other product stakeholders to devise a strategy for collecting and processing user feedback. This approach was twofold: focusing on both qualitative and quantitative data to gain a comprehensive understanding of the user journey.
For qualitative feedback, we employed surveys and engaged our community manager to gather insights from the most active members of our community. This direct line of communication with our users was invaluable in understanding their experiences and expectations.
A significant insight from our research was the users' confusion regarding the token sale mechanics and the tier system for allocations. This identified a key opportunity for improvement: using design to simplify and clarify these core mechanics. Additionally, we recognized that users often felt lost during crucial processes like token sale registration and lacked information post-investment, highlighting the need for better education and guidance.
The redesign was instrumental in enhancing user satisfaction, as evidenced by the positive reception from the community and a decrease in support tickets. The intuitive and trustworthy user experience contributed significantly to the smooth launch of over ten tokens.
Detailing user journeys was a meticulous task, particularly considering the unique challenges of Web3 interactions. The development of a UI kit, in line with the brand's new direction, was a foundational step in our design process. Adhering to agile methodology, we ensured that all designs were thoroughly prepared and quality-assured alongside development, a critical approach given the lack of an in-house front-end developer.
In a significant development this year, Vent Crypto Launchpad merged with another prominent brand in the Web3 space. This union marked a pivotal moment for the platform, opening doors to new challenges and opportunities for growth and innovation. As part of this major transition, I spearheaded a comprehensive redesign and rebranding effort, aiming to refine our platform in preparation for a potential upcoming bull market.
Removing Barriers
Initially, one of the primary UX challenges we identified was the registration paywall. While this had been a significant hurdle in our initial research phase, due to backend limitations and the pressing timeline of upcoming token sales, addressing it wasn't feasible at the time. However, with the major overhaul, I advocated for the removal of this paywall to significantly enhance user accessibility.
Streamlining Core Flows: Another critical aspect of the redesign was simplifying the user journey. My goal was to minimize bounce rates during key actions by reducing the number of steps required to complete essential tasks. A standout example of this streamlined approach was the introduction of one-click registration for token sales, a feature designed to enhance user convenience and improve overall platform engagement.
Introducing Staking and a Token Claim Station: Recognizing the importance of user retention and clarity in investment processes, I led the development of a new staking feature and a token claim station. The staking feature was designed to be straightforward and user-friendly, encouraging longer-term engagement with the platform. Simultaneously, the token claim station was introduced to alleviate user confusion post-investment, granting users more control over the management and retrieval of their vested tokens.
Developing an Updated Design System and Marketing Toolkit: As I prepared to transition out of the project, it was crucial to ensure that the platform's design legacy could be effectively carried forward. To this end, I developed a comprehensive design system and a marketing design toolkit. These resources were meticulously crafted to facilitate ease of use for future design hires and the technical team, ensuring that the platform's aesthetic and functional integrity would be maintained.
