Identified customer needs to design user-centric product and versatile UI across platforms, enhancing satisfaction. Led compliant email receipt launches and UX strategies, driving engagement. Contributed to Bitmama’s $2.35M funding success through impactful redesigns.

Role

Lead Product Designer - CX

People Involved

Product Manager
Engineers
CEO
Problem
Bitmama has become an integral system for storing and performing cryptocurrency transaction through blockchain technology, however with the quantity of information and less functionalities, users had less flexibility in functionality thereby achieving less and there low transaction performance
Audience
Younger Generations (between ages of 19 - 35) and Older Generations (between ages of 36 - 48) Individuals who perform crypto transactions Individuals who trade crypto Individuals who invest in crypto Individuals who are interested in crypto
  • Individuals who perform crypto transactions
  • Individuals who trade crypto
  • Individuals who invest in crypto
  • Individuals who are interested in crypto
Objective
Research, strategize and design an end-to-end mobile and web app experience to help crypto users buy, sell, exchange, store and invest cryptos, with a focus on increasing app usage by 35%, Increase transactions by 35% and new users by 25%.
1. EMPATHISE
2. CONCEPTUALISE
3. DESIGN
Empathize
Lacked understanding in customer wants, needs and expectations.
The purpose of the Bendent Dental Website redesign is to create a more engaging and user-friendly online experience. By updating the design and functionality, we aim to reflect the professionalism and high-quality care Bendent Dental provides.
Research Method
Lacked understanding in customer wants, needs and expectations.
  • Investigated forums and crypto groups
  • Read reviews on playstore and app store for the past 3 months
  • Conducted Usability testing with up to 15 users
  • Mixed Method (Qualitative and Usability Testing)
Current State
Research Method & Categories
Conducted Usability Test and Qualitative research
Usability test was conducted to identify painpoints, needs, pleasure points of the users and what they’re trying to achieve while navigating the old design.
  • Investigated forums and crypto groups
  • Read reviews on playstore and app store for the past 3 months
  • Conducted Usability testing with up to 15 users
  • Mixed Method (Qualitative and Usability Testing)
User Categories
  • Previous users - To understand why they left bitmama, what was their reason for moving into another app and why? (Qualitative Research)
  • Existing users - To understand why users are still using bitmama and to discover what they enjoy about the product(Qualitative Research)
  • New users (Familiar with crypto but haven’t used bitmama previously) - To understand how user who have never used bitmama use it (Usability Testing)
  • New Users (Interested in crypto and have never used bitmama) - To understand how users who are not familiar with crypto interact with the bitmama app (Usability Testing)
Result from research
Pain Points
  • The availability of crypto assets is limited.
  • There is no integration with third-party services.
  • The Ethereum chart is reported to be inaccurate.
  • Users find the overall experience to be unsatisfactory.
  • USDT (Tether) is not available.
Pleasure Points
  • Users value the ability to store their cryptocurrencies securely.
  • There is positive feedback regarding the support for two major cryptocurrencies, Bitcoin and Ethereum.
  • The convenience offered by the QR code feature is well-received by users.
  • Users appreciate the inclusion of a portfolio management feature.
Needs
  • Users require the ability to manage multiple cryptocurrencies.
  • Integration with third-party purchasing options is essential.
  • There is a demand for the availability of USDT (Tether).
  • Users seek a user-friendly experience when using the Bitmama app.
  • Bitcoin card
  • Increased flexibility in cryptocurrency exchanges, including options for fiat currencies, is desired by users.

Design system

Achievements

$350k

Seed funding raised

45%

Increase in app usage after 2 months

400%

Increase in the number of users

3.8

Increase in app store rating from 2.9 overtime

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