LET STATISTICS DRIVE JUDGEMENT — NOT YOUR GUT

PROJECT SUMMARY

How can we use language and tone to build trust with people who are interested in trading cryptocurrencies, given the market’s reputation?

WHAT I DID

  • User Research
  • UX Writing
  • UX/UI Design

TIMELINE

4 weeks start to finish including 1 week testing of language, tone, and statements.

INTERESTING FACT

80% of survey respondents check the price of their cryptocurrencies 3 times a day or more.

Coin Follower app
 

TRADE CRYPTOCURRENCIES WITH CONFIDENCE

Coin Follower’s initial target audience has some investing experience and understanding of the stock market, but they feel they lack the knowledge to trade cryptocurrencies with confidence. They want to catch the next trend using trustworthy reliable information.

WHAT I DID

I conducted user research, wrote a quantitative survey with over 80 respondents, and conducted qualitative interviews with users across the globe.

I also planned, wrote, and tested the content and copy in an online preference test.

I then designed and prototyped the app for further user testing.
 
Preference Test
Coinfollower Preference Test
Research Plan
Coinfollower Research
 

THE PROCESS

My goal was to make it simple for new users to understand potentially complex financial data like charts and investment strategy performance. Coin Follower should provide value right from the start.



USER RESEARCH


I planned and designed a quantitative survey with over 80 respondents and interviewed 6 people in USA, Canada, and Europe.


CONTENT STRATEGY


I analyzed the audience, keywords, and terminology to determine the tone of voice, type of content, and scope of content.


DESIGN & TESTING


I collected and made sense of surveys and interview data to make an experience that matched the intent of the users.

 

USER RESEARCH

80 SURVEY RESPONDENTS
6 USER INTERVIEWS

The user research took place over two weeks. I found and recruited the respondents and interview subjects in online forums.

KEY TAKEAWAYS

  • Finding trustworthy information about cryptocurrencies is hard.
  • Information overload from forums and chats often lead to decision-fatigue and is time-consuming.
  • Verifying data or claims provided from services is difficult.
  • It takes time to win a user’s trust, so it should be easy to cancel a service at any time.

Quantitative Survey
Coinfollower Survey
Research Findings
Coinfollower Research
 

UX WRITING & DESIGN

I ran a competitive keyword analysis and researched online cryptocurrency forums to establish the terminology list.

THE CONTENT-FIRST APPROACH

I mapped out the the main interaction flows for users on Coin Follower in a copy table before drawing sketches and creating the design.
Every brand should have a unique voice. I went through a tone table exercise to create the guidelines and rationale for Coin Follower.

Tone Style Guide
 

THE VALUE PROPOSITIONS

I user-tested five versions of each value proposition with in-person interviews and online preference tests.

Each value proposition answers one of the unmet user needs that were uncovered during the research phase.

Copy Doc
 
Here's a snapshot of the value propositions that got the most positive responses.

Value Props
 

INTERACTIVE PROTOTYPE

I continued the design process by creating a hierarchy for all the content (copy, error messages, onboarding flow)  that would go into the Coin Follower app. This content-first approach allowed me to iteratively test new concepts with users and stakeholders before establishing the visual direction.

PAPER AND PENCIL

I created pencil sketches with call-outs to help me work with stakeholders to set expectations. That way I was able to adapt quickly and makes changes to the user experience according to the feedback.
Annotated Sketches
Coinfollower Sketches
High-Fidelity Design
Coinfollower Design
 

TRY THE INTERACTIVE PROTOTYPE

Click anywhere in the image below to try the Coin Follower prototype

 

FULL CASE STUDY

I wrote a full case study on this project on UX Planet to show the entire process and share more about my approach to Content Strategy.

READ ON MEDIUM