A Beginner-First
DeFi Experience
Identified user pain points in the existing flow through interviews and proposed a simplified three-step investment process.
This overhaul resulted in a 100%+ improvement in user conversion rates, playing a key role in achieving nearly $1B in total value locked across investment assets.
01 · Research
Identifying
friction points
Conducted interviews with eight novice users to understand their experience with the existing investment flow, uncovering four key friction points.
01
Users found the "Earn on Your Own" entry point unengaging, citing limited motivation to proceed.
02
Users were unsure which protocols to select for investment, indicating a lack of clarity and guidance during the decision-making process.
03
The flow lacks clear separation between pre-investment and post-investment activities.
04
The journey is step-heavy, requiring users to complete seven separate steps before successfully making an investment.
01
Users found the "Earn on Your Own" entry point unengaging, citing limited motivation to proceed.
02
Users were unsure which protocols to select for investment, indicating a lack of clarity and guidance during the decision-making process.
03
The flow lacks clear separation between pre-investment and post-investment activities.
04
The journey is step-heavy, requiring users to complete seven separate steps before successfully making an investment.
02 · Concept
Building the
beginner-first
experience
Inspired by competitor best practices for addressing user friction, we crafted a three-step investment process and tested it with users.
03 · Solution
Our proposed
solution
01
Highlight key information, including available assets, to create stronger incentives for users to continue.
02
Simplify protocol selection by pre-selecting a trusted option based on TVL and security, reducing user uncertainty.
03
Simplify the process by reducing the number of steps from seven to three.
04
Design separate detail pages for pre-investment and post-investment to better reflect users' stage in the journey.
Pre-invest
Post-invest
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Where AI Gets Things Done.
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Send. Pay. Receive. Effortlessly.
Where AI Gets Things Done.
Designed to Click
Send. Pay. Receive. Effortlessly.
Where AI Gets Things Done.