Quadency is a trading platform for investors of all levels. Users can use the web and mobile platform to manage their portfolios, trade crypto, and use advanced trading tools like bots. After signing up, users are directed to onboard or get set up for Quadency.
Quadency's mobile app only allows users to log in as account creation is only available on the desktop version. Upon logging in, the user is directed to the trading dashboard without guidance. The lack of an introduction confuses and deters users from further performing other actions. This factor results in high dropoff from users who can't set up an account or get started.
This project aims at better understanding the users’ end goals and experience with Quadency. Based on these findings, I develop a mobile onboarding flow and associated product requirements to address existing shortcomings. I lead a product team of UX designers, writers, and engineers to launch this onboarding flow.
To understand user behavior on the platform, I ran a funnel analysis on Heap to figure out where users dropped off after account creation. This contained metrics on steps including selecting an exchange, connecting an exchange account, and making a trade. Out of 12.8k monthly users that created an account, only (23.8%) 3.1k users completed all these steps. These insights allowed me to understand the necessity of creating an onboarding flow that would drive more conversion.
Quadency is a leading crypto trading platform that serves users of all different types. The platform consists of users with different backgrounds, including experience and risk levels. We categorize these users as beginner, amateur, and advanced.
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I identified Quadency competitors and explored their onboarding flows. I documented factors including the format, length, strengths, and weaknesses. This analysis allowed me to understand the different motivations for onboarding and develop the inspiration for Quadency's flow. Key insights from this analysis include:
Based on Quadency's different user levels, I wanted to create an accessible and natural user flow to introduce users to the mobile platform. Therefore, this flow prioritizes the main steps to get started and begin trading with Quadency. This proposed flow follows the entire path a user takes from account creation until they can trade.
Following the user flow creation, I strategized how to align the app UI with the product requirements. I designed low-fidelity wireframes and drafted content for each screen for the designer's reference.
Working with the UX design team, I finalized the app design. After finalizing on the design, the team developed the mobile app. I collaborated with the engineering team to lead the QA and testing process. This process helps with catching bugs, errors, and inconsistencies with the build.
When I get more user feedback through interviews and surveys, I want to use these insights to examine how the onboarding flow can continue to be refined and improved. Quadency's diverse userbase results in varied use cases and goals for the app. By better understanding users' needs and pain points, I can prioritize product changes for the next phase of onboarding. One idea is a guided platform tour to introduce the app features.
The new onboarding flow has created a way for users to be introduced to Quadency and get started. Factors including the step-by-step guidance, minimal content, and UI design intend to familiarize the users with the platform.
As a product manager, this experience taught me the importance of understanding and addressing user pain points. There was a lot of ambiguity on how to get started with this project. I utilized research to prioritize a list of actionable requirements for the team to build. Also, I learned the necessity of an efficient design to engineering handoff. This emphasis minimized the number of errors and inconsistencies later on. I hope to apply this to my future roles leading a cross-functional team.
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