Project Brief
Our main goal was to bridge the gap between investors and profitable opportunities found in digital assets.
In concrete: Build a skilled and unified founding team. Build an MVP the market wants. Validate the app with early adopters. Iterate to meet product-market fit. Generate funding and scale team.
The Team
The team started with 10 people: The CEO, the CTO, the CMO, 2 Principal Architects, 4 Developers and me as the Head of Product Design & Strategy.
My Role
I was responsible for creating the product strategy for Blocksavy. Design the brand identity. Design and execute the user research effort. Define the Product Design Strategy for the company and drive the overall design solution based on business goals, product requirements, user testing, and design thinking. Lead all aspects of the design process (analysis, ideation, prototyping design and user testing). Architect and implement a Design System that can help the company solve problems and bring sharp consistency across multiple products in the organization. Manage the UX team. Implement culture and principles within the group by inspiring, motivating, and coaching designers. Recruit new designers and actively participate in the hiring process. Help the development team define Features, Epics, Stories and Acceptance criteria. Own the creation and management of high-level design timelines. Define the digital marketing strategy. Design and structure of user interfaces, interactions, and architecture. Responsible for transforming user feedback into wireframes, journey maps and visual design models that can be digested into sprints and integrated into our product.
Research
I planned and conducted the research strategy. Qualitative and quantitave data was gathered through surveys and interviews to potentials users around the world.
Through our research we identified the key aspects that were most valued by the users. This way we were able to deprioritize functionality that represented a high cost but added minimum value to the users.
Fundamentals
Based on the user research we came to the conclusion that the product should have the following characteristics:
Assisted
A myriad of tools to gain insight about the market & my own performance. TA/FA, news and social trading functions will always be at hand to support smart investing decision.
Inclusive
A blend of raw & synthetic instruments to fit the needs and interests of each individual investor / investing groups.
Compliant
Digital assets are not unsafe in nature. Safety comes with strict compliance to financial industry best practices & local regulations.
Automated
Order creation and liquidation can be configured by each investor according to a variety of automation scenarios and variables.
Mockups & Prototypes
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Smart Tools
A set of smart tools were design to give the users the data they needed in order to take strategic investment decisions without the need to leave the platform.
Customizable
We enabled the users to customize their experience depending on their trading patterns and needs.
Key Results
Reduced 60% of the initial planned development cost by prioritizing functionality in alignment with impact and outcome metrics.
Increased the number of weekly active users within early adopters group by 10 until the end of the year after MVP release.
Average Time on Task reduced by 50% in comparison to other trading platforms in the market. According to the user feedback, users found the information they required fir their analysis without the need to leave the platform and consult other sources. They felt confident with the information that was provided which helped them take decisions quicker. The average length of task completion on repeat attempts was reduced significantly compared with the average length of task completion on first attempt once the user got familiar with the platform.
Error Occurence Rate reduced by 20% from the initial version to the latest version.