Kickstarting a new cryptocurrency platform

project type
Web
roles
UI Design
A/b testing
tool(s)
framer X
UserTesting
duration
Dec 2021

Overview

To rival leading trading platforms, OANDA has proactively geared up for the introduction of its cryptocurrency platform. The primary target audience for this launch is the existing base of Forex clients, many of whom have been dedicated users of OANDA's platform for an extended period. Acknowledging that we entered the cryptocurrency space later than some competitors who have been offering these services for years, our strategic approach involved capitalizing on the interest and enthusiasm of our established client base to generate momentum.

Discovery

ideation

Mockups were created with a "quick and dirty" mindset. Before testing the interactions or user flow, the initial goal was to figure out where the CTA would live. Iterations were created in rounds, each with a similar placement/layout.
round 1
‍The idea: The first batch of designs placed cards somewhere on the main dashboard of OANDA's trading hub with details and actions to take. Keywords used were "Create" and "Continue".

The assumption(s): Users will expect a straightforward and hassle-free process if we use keywords like "Create" and "Continue" as opposed to "Register"
‍
The feedback: The hub was already too busy and the card was drowned out. Existing actions on the page, like adding funds or managing accounts seemed far more enticing.
round 2
‍The idea: A separate page would exist in the trading hub. Because of the additional real estate on the page, the terms & conditions were added in the card.

The assumption(s): The terms & conditions is typically the last piece of information given when creating an account. By including the T&C on this additional page, users will expect the account will be created as soon as they select the CTA.
‍
The feedback: The key word "Create" felt counterproductive to our goal, as it yielded an expectation that the user would have to endure a full registration process to make a separate crypto account.
round 3
‍The idea: Verbiage was collectively reviewed by the UX team, and we settled on replacing "Create" with "Activate". Iterations were narrowed down to two options- one presenting thorough information and graphics in a vertical layout, and the other with condensed information in a cleaner horizontal layout.

The assumption(s): "Activate" implies that the crypto account already exists and users simply need to select a button that will bring it to life. This will appeal to clients and they will understand that onboarding won't require extensive personal information, verification documents, and knowledge assessments (which is generally what is required to create a forex account).
‍
The feedback: The vertical layout provides enough information to convince users without overwhelming them, but there's likely to be a lower conversion rate of users who follow through with the activation since there's a lot to skim through. The horizontal layout has a much nicer interface, but is really wordy with very few visuals.
The feedback received during round 3 prompted the decision to conduct a usability testing session. Both layouts demonstrated distinct advantages and drawbacks, suggesting that the optimal landing page might entail a combination of elements from both. Further testing was deemed necessary to validate these assumptions and determine the actual preferences of the target audience.

Testing goals focused on the following features:
TESTING
A/B testing sessions were performed on usertesting.com. This process involved two key components. Initially, I conducted a thorough vetting of potential testers to ensure their proficiency in the industry, with a focus on their understanding of trading and cryptocurrency. Subsequently, I presented the designs. Using the testing platform, participants had the capability to share their screens and audio, enabling us to closely observe their cognitive patterns as they articulated their thoughts aloud.
testing synthesis
The results have been analyzed comprehensively. Through a meticulous review of audio and video feedback, examination of text responses, and analytic review of UserTesting results, a discernible pattern emerged. Predominantly, testers exhibited a preference for option #2 (horizontal layout) due to its simplicity, but many expressed concerns regarding its visual appeal. Notably, testers found the page text somewhat monotonous and lacking emphasis on essential details like the offered coins. Conversely, option #1 garnered favour for its compelling graphics and use of icons, effectively guiding users to key information—a quality absent in the second option. In response to this valuable feedback, the design team unanimously agreed on the significant value of incorporating illustrations to effectively convey information about cryptocurrency offerings.