Roles
User Experience Designer
User Interface Designer
User Experience Researcher
Design System Lead
Deliverables
Competitive analysis
Task flows
Journey maps
Site maps
High fidelity prototype
Usability tests and findings
Tools
Figma
Miro
Invision
Illustrator
What is this project?
Ledn, a trailblazer in the financial services sector for Bitcoin and digital assets, envisioned a groundbreaking product - the B2X Loan. This unique amalgamation of a Bitcoin-backed loan and BTC purchase aimed to provide users with an easy, accessible, and flexible means to grow their BTC holdings.
While Bitcoinx2 Loan is the most profitable product for the company, there was a big room for user experience improvement. Users require various data and info for each individual loan, while the original design does not fulfill the request.
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Led the direction and conversations, involved stakeholders, and guide the project through a design-driven process to improve the end-to-end experience.
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Facilitated 20+ rounds of interviews and testing for qualitative data from direct users.
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Prioritized tasks and information; gathering backend data; grouping and visualizing the overwhelming information and numbers into delighted and self-explained graphics so the experience would be accessible and user-friendly.
Project Overview
The mission was clear: redefine the B2X Loan experience to seamlessly align with user expectations. The goal? Streamline qualification, instant execution, and unparalleled flexibility through an intuitively designed interface.
My Role
As the orchestrator of this transformation, my role as a senior UX designer involved leading a meticulous design-driven process. This included conducting extensive interviews, collaborating with stakeholders, and steering the project through prioritization and backend data synthesis.
Business Objective:
Make the product sticky and reliable - Improve customers loyalty and retention rate
Measure of success:
Data - The percentage of increase of a new loan opened after the previous loan
- The percentage of decreased customer requests to the customer support team.
Quotes - Direct customer feedback and comments about the new experience.
Understanding the Product and Problems:
The B2X Loan product, while promising, faced usability challenges. Users craved more data than the initial design offered. The solution? Crafting a self-service platform independent of third-party apps.
Our design had to work fine independently for our customers. Optimizing the website and mobile app from being dependent on other third party apps, to a complete form of self-service platform is the key in order to increase the customer retention rate and customer loyalty. We knew that we needed to get put ourselves into our clients shoes, to truly understand their needs and pain points when managing their digital properties.
By interviewing key stakeholders to gather insights about business goals.
Value proposition mapping: what it is, who will use it, and why they will use it - how to match user and business needs.
And as an user experience designer, I opened an account to go through the experience from onboarding to opening the first loan of myself. To share the experience of the same excitement, anxious, and struggles as our clients
Stakeholder interviews provided insights to align business and user needs.
Value proposition mapping set the stage for a holistic understanding.
Personally navigating the user experience from account creation to the first loan deepened empathy.
Qualitative Research:
Individual user feedback became the cornerstone for insights.
Problem-scoping and ideation sessions paved the way for creative solutions.
Understanding
how does it work? How does it interact with all users? Brainstorming to capture ideas that the team will later use to make decisions and narrow down functionality ideas to nice-to-haves.
define specific priority directions of work and plan the activities before the next phase.
User Flow Mapping
Collaboration with cross-functional teams using LucidChart and Figma.
Focused attention on pivotal UX use cases, painting a clear picture of user journeys.
Involved project discussion, business needs evaluation, project goals walkthrough, high-level Q&A sessions, determining stakeholders, their goals and needs, defining main user roles and user workflows.
Involved parties
Product team (designers, managers, VP), Customer success; Front-end and Back-end Tech lead.
Duration
1 week
Tool
LucidChart, Figma
Current design feasibility analysing
Current information architecture
Vision of future Information architecture
User flow map:
Focus on the pivotal UX use cases, set up user journeys to assess whether this product or feature is well-thought and sufficient and document the main flows.
Involved parties
Customer success team, Myself
Duration
2 weeks
Task Mapping
Time optimization and prioritization of must-have features were pivotal.
Dividing and Concur
Design.
After
before
The key to the success
To display all the datas users need to manage their money without overwhelming. Rounds of design research, Low-fidelity wireframes, concept testing, alignment with Engineers and again.
Balancing the display of essential data without overwhelming users.
Iterative design research, low-fidelity wireframes, and meticulous concept testing.
All for the best practice of user experience and data visualization.
The metamorphosis of Ledn's B2X Loan product brought about significant achievements:
Elevated user satisfaction and a streamlined experience.
A noticeable surge in B2X loan openings.
A commendable reduction in customer support requests.
The Ledn B2X Loan project epitomizes the transformative power of a meticulous design-driven process. The journey, lessons learned, and the project's undeniable success underscore the unwavering commitment to excellence in user experience.
make it solit
Usability testing - to find all loose ends and confirm it is the right solution for our goals and problems.
Make it stand out.
Interactable prototype for usability testing and demo.
Tool: Figma