Role: Senior Product Designer
Team: 1 Product Manager, 4 Engineers
Scope: End-to-end design of a mobile wallet for storing cash and crypto assets; allowing users send, request assets
Impact: Over 50,000 monthly active users, growing to 350,000; processing over $56m monthly; achieved profitability and exited to Binance in 2021
Visualization of Illustrative onboarding that carries you along with connecting lines
Bundle was founded to make crypto access more approachable (elegant, simple, fun and intuitive) for everyday people who want to buy and own several assets. Looking at other apps in the space, there was a rigid, technical approach they had, which confused an audience eager to start buying and owning assets
I joined as the first hire and sole designer to lead design for a new product from conception to launch in partnership with the founder, 1 product manager, four engineers; designing end-to-end flows and experiences that are simple and elegant to raise our bar for quality, by making crypto UX more approachable for everyday people. I also actively contributed to strategic decisions around the future direction of the Bundle wallet
I reviewed 40+ apps (both custodial and non-custodial apps); had coffee chats and interviews. We learnt a few things:
Most apps were rigid and assumed an experience about how buying and investing in stablecoin assets work.
They had technical concepts around their apps, “key phrases, seed phrases, backups”
It left some users feeling intimidated about using the product.
Initial iteration of Wallet dashboard with stacked cards from left to right
Ideation & Wireframes
I ideated a wireframe introducing an educational UX pattern inspired by social media Stories, aimed at improving engagement, retention, leading to more purchases
The Stories module was a decision based on some exploratory prototypes around socially informing people on how to use the app
Popups to drive purchases of "hot" assets
Growth design for increasing user acquisition
Ideation & Wireframes
After launch, I led another round of interviews and usability tests with a cohort of users, leading us to ideate badges to reward transaction activity; and it improved retention
Badges are triggered in the next app visit, after a successful purchase, and allow the user to discover more badges
All badges are neatly tucked in the profile navigation
Usability tests
We launched a student ambassador program across several university campuses to improve steady growth. We encountered a problem: Our referral feature was experiencing a low adoption rate among new users, indicating a potential feature discovery gap and value communication issue, which is contributing to stagnated growth. I reviewed our data on feature adoption percentage, referral conversion rate, and time to first referral. After interviews with three cohorts of users, I gathered sufficient insights for ideation
Hypothesis we needed to test:
Users don’t understand the benefit of referring.
The reward isn’t attractive enough to motivate sharing.
The process of referring wasn’t intuitive.
Ideation & Wireframes
I created prototypes to test these three cohorts to validate and refine some of my earlier hypotheses; I gathered enough feedback to iterate on the prototypes and ship the new 'Refer and Earn' feature, which had a 60% higher adoption rate and improved our retention rate
Outcomes
Monthly transaction volume
Transaction volumes
Average over a 12month period across both app and play store
Ugo Ifezue
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