Quadency: Developing the onboarding experience for crypto trading

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The problem

What can we do to help users get started with 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.

Metrics

Understanding user behavior

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.

User types

Segmenting the different users

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.

• Beginner: Unfamiliar with trading and first-time usage. User needs full guidance as well as explanation of trading concepts and features.
• Amateur: Some familiarity with trading and exchanges. User may need some guidance on how to get started.
• Advanced: Trades on other exchanges and uses advanced tools. User doesn't need any guidance and wants to begin trading directly.

Research

Competitor analysis

I identified Quadency competitors and explored their onboarding flows. I documented factors including the format, length, strengths, and weaknesses. Key insights:

• Step-by-step format guides users
• Length can deter users from completion
• Safety and verification reinforces confidence in the platform
• Incentives drive users to complete the flow
• Content should be minimal and drive the intended action

Design process

Creating a user flow

Based on Quadency's different user levels, I wanted to create an accessible and natural user flow to introduce users to the mobile platform. This flow prioritizes the main steps to get started and begin trading with Quadency. The proposed flow: Sign up > Email verification > Security guidelines > Select exchange > Connect exchange account > Return to dashboard

Building lo-fi wireframes

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.

• App Entry: After opening the app, the user can sign up or log in now.
• Sign Up: User enters details including their name, email, password, and agrees to the terms.
• Email Verification: User is prompted to verify their email to activate the account.

• Email Verification: After the email is verified, the user is presented a confirmation.
• Getting Started: User is redirected to onboarding entry where they are walked through steps. They can also skip.
• Security Guidelines: Security guidelines are presented to the user.

• Selecting an Exchange: User is prompted to select a cryptocurrency exchange from the global list.
• Connect Account: User can enter the API key, secret key, and account nickname.
• Setup Complete: After successfully connecting, user can return to the dashboard to begin trading.

Final Prototype

What does the final solution look like?

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.

Screens

Interactive prototype

Previewing the overall experience

Conclusion

Future iterations

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.

Takeaways

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.