Part 1: Behind the scenes
The Bitwala Portfolio
This case study describes the addition of a financial portfolio within the Bitwala product. The feature served as the centerpiece for a strategic pivot, and was created using Design Thinking best practices
Jeremy led this project as Head of Design for Bitwala, before founding SlowLettuce
Understanding the problem
Why are we doing this?
The portfolio view would serve as the centrepiece for a new strategic pivot.
The previous UI had reached its limits. A new modular, scalable system was required.
✓ Objectives set
Is this something people want?
A series of strategic surveys were sent to 1000’s of users across different cohorts. In addition, Bitwala leadership personally emailed a cluster of ‘super users’, requesting feedback.
- Quantitative data sets
- Identified averages, norms & recurring user patterns
Carefully selected ‘super users’ were invited into the office for in-person deep-dive interviews. Questions were focused on general feedback and understanding the user's financial aspirations.
- Qualitative data sets
- User insights & unexpected discoveries
✓ Validated demand, documented insights
Has this problem been solved before?
How were other Fintechs solving these high-level problems? How were other companies from any industry solving these fine-grain UX challenges?
- Inspiration for various solutions
- Identified opportunities for brand differentiation
The Blockchain and DeFi spaces can be especially complex at times. Emersive first-hand experience with competitor products and fringe technologies gives us a deeper understanding of our user’s needs, both present and future.
- First hand experience
- Increased empathy
✓ Surveyed the environment
What would matter here?
What did we think could help users achieve their financial aspirations. Especially solutions they couldn’t even envision themselves yet.
Our new vision would incorporate a slightly different target audience. What would this new audience have in common with their predecessors? Which areas would be different?
✓ Defined hypotheses
Combining the pieces
Pulling it all together
✓ A precise, holistic understanding of the problem to be solved
Solving the problem
Casting a wide net
✓ Visual mockups for stakeholders to critique options easily
Raising mockup fidelity
One of the primary insights we derived from our testing is that many of our users view crypto as an asset rather than a currency, and consequently view purchasing as ‘investing’. Providing the user with a strong immediate feedback on the performance of the portfolio is of top prioroty, consequently the graph enjoys prime real estate.
✓ An information hierarchy and visual style has emerged
Portfolio wallets & actions
The portfolio view needs to convey a huge amount of information and action options to the user. A large risk here is cognitive overload. We’ve aimed to show only the essentials, and have secondary options (like wallet actions) hidden at first glance