EVIDENT Capital
PROJECT SUMMARY
EVIDENT Capital, a pioneering start-up, spearheads the web3 investment landscape with fundraising and asset tokenization. The responsive web platform, crafted from scratch, facilitates innovative crypto-based investments. My involvement started from designing and launching an MVP to continually enhancing the design, shaping the future of digital investments.
SCOPE
MY ROLE
My responsibilities as the Lead Designer included shaping the entire platform from the ground up, emphasizing user-centric experiences, iterative prototyping and leading the design team. I collaborated closely with CEO, ensuring alignment with business goals and user needs.
The project's most exciting aspect lies in its potential for business innovation. Operating within a relatively new domain, it offers ample opportunities for creative solutions. However, the absence of live data necessitates an initial focus on ideation. As the project progresses, it continually generates new opportunities for exploration and innovation, keeping it at the forefront of its industry.
PROCESS
As the product is based on a new idea that is visualised to create its' own position in the investment market, the approach was somewhat experimental and more ideation driven rather than research driven. The design process for these sections is outlined below-
01 STAKEHOLDER INTERVIEW
Given the complexity of the domain, extensive meetings and discussions were conducted to ensure a comprehensive understanding of the project's nuances. After initial discussions with the founding members, we gathered insights into both short-term and long-term plans for the project.
02 COMPETITORS
In a domain with no direct competitors, we sought inspiration from analogous platforms like Republic.com and Openseas.io. This approach allowed us to grasp market standards and generate innovative user journey ideas.
03 PERSONAS
Personas are created based on diversity of interest.
Problem Statement: How can we create a user-friendly investment platform for alternative assets, ensuring easy accessibility, informed decision-making, and a seamless investment journey akin to regular transactions?
04 USER JOURNEY
The investment journey was transformed from a purely 'business and technical process' into an empathetic journey, prioritizing users' needs and emotions during their interaction with the platform. We began by ideating empathy maps for each tasks and gradually developed the overall journey.
05 USER FLOW
Below are the user flows for each of the critical red routes-
Onboarding
Register email > Self and ID verification using third party services* > Quick profile set up* > Wealth info* > Wallet set up*
*Availability of escape route for exploration
Trading
Take or make offer > Pay from wallet* > Get transaction confirmation > Receive tokens in wallet > See investment gains in portfolio
*Wallet services
Wallet
Set up bank/card/crypto transfers > Deposit/withdraw balance* > Save and maintain details > Convert currency > Track transactions
*Thrid party wallet services
06 PROTOTYPING
The solution ideation followed an iterative process, with Figma serving as the primary tool for prototyping. Through multiple rounds of discussion and feedback, we arrived at the final version.
KEY CHALLENGES
01 ORDERBOOK DESIGN
Project's primary objective was to empower users to make trade decisions and execute orders for trading. Unlike the traditional stock market, trading here occurs through offers created by other users. This posed a challenge in terms of interactions, visual language and UX writing, as there exists a possibility of confusion when differentiating between orders and offers. To address this issue, I iteratively designed multiple versions and conducted user testing to arrive at the final solution.
02 ADD FUND TASK FLOW
A fundamental feature of the platform was seamless wallet funding. The initial task flow was devised after analyzing competitors' products like Binance, Metamask etc. However, the initial solution proved unworkable from a backend perspective. To address this challenge, I engaged in multiple discussions with the developers to comprehend the technical constraints. Subsequently, I created a complex task flow that effectively met the end users' needs while remaining technically feasible.
