Simplifying cryptocurrency trading in Africa - Yellowcard

Yellow Card is a African cryptocurrency exchange startup headquartered in Nigeria, with a growing presence in 15 countries across Africa, the startup is backed by investment from names like Binance, Square and Coinbase. The company’s main value proposition is making crypto more accessible in developing countries, allowing its users buy crypto online and physically.

Project Details

My Role

Visual design, User research, Information Architecture, Competitive Analysis, and Interaction design

Year

2020

Team

Myself, 3 Product designers, One Product Manager, Customer Success team.

Goal

Majority of the people who access crypto trading process do it from their mobile devices, design an experience that allows even beginners buy and sell crypto seamlessly

Research and Competitive analysis

The team did a competitive analysis of similar products, we tasked ourselves with performing specific tasks across these products, they ranged from account creation, funding your account, buying, selling, receiving, and sending crypto, the goal was to see what was available and how we could improve on the existing trading experiences. Some of the products we looked at were Roqqu, Bundle, Busha, Buycoins and the web app of the product. This helped us note specific places/ things we wanted to improve while designing this emobile experience, some of them were

Account creation

At this stage, we made sure to collect only information that was absolutely necessary so we could reduce churn and drop-offs. In crypto trading, security is very important, to ensure safe trading it was important that all the information provided by users are verified. Also, because we were designing for five other countries, we had to take into consideration the methods of verifying in these other countries as it wasn't a one size fits all.

User flow

In order to avoid overwhelming the users, the account creation was broken down into steps

Home screen

Having it at the back of our minds that this product should make crypto trading simple, we went ahead to design the home screen to show what actions a user can take and show all of the available currencies on the platform.

Trading

Clicking on each currency shows you all of the actions a user is able to take per currency, the buy/sell flow was designed so that users are able to know what action to take per screen.

Conclusion

After designs were completed, we did thorough internal testing where we got a lot of helpful feedback, this helped us improve on what we had done. The new design helped us reduce drop off during onboarding and help make the process of trading less clunky. It also made the product experience easy to use for crypto newbies. After launch, the product expanded into seven new markets which helped grow its user base.

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