Sommelier finance
As the lead UX designer at Sommelier Finance, I oversaw the user experience and direction of the platform through extensive research. I played a vital role in planning and executing the launch of the MVP, collaborating with stakeholders and other departments to deliver a user-friendly and optimized product.
My Role
UX Design Director
Led UX Design
Competitor Audit/UR
Type
Supervillain (agency/consultancy)
Duration
5 months
ChallengeMake a user-friendly defi financial platform despite decentralized finance complexity.
Understanding decentralized finance (DeFi) can be overwhelming, especially when it comes to comprehending the various terminologies like liquidity pools, impermanent loss, and staking assets. DeFi is a complex subject, particularly in finance, and to make sense of it, we often need to delve into data such as 24-hour volume, total value locked (TVL), liquidity pools, slippage, gas fees, and more. Unfortunately, many platforms make it challenging to understand DeFi's concept.
We aimed to simplify DeFi and provide accurate real-time information based on the user's context. We wanted to empower users to make informed financial decisions.
My rolesI spearheaded the UX and product design processes, prioritizing extensive research and fostering a culture of close collaboration.
COMPETITIVE RESEARCH
In close collaboration with our strategists and industry peers, we conducted an in-depth analysis of the essential features necessary for an MVP and those that users typically seek in a DeFi platform. This comprehensive evaluation culminated in a detailed list of features and a strategic roadmap that we will present to the Sommelier Finance team. Our aim is to work cohesively with them to establish practical expectations and ensure a successful launch.
DESIGN UX & DIRECTION
My primary focus was on enhancing the fundamental user experience and product design of a DeFi platform. Our ultimate aim was to create a platform that was both straightforward and intuitive, as many of our competitors in the market are often convoluted and cumbersome to use. To achieve this objective, I worked on developing key user flows for functionalities such as deposits, withdrawals, navigating between overview and detail pages, and toast notifications.
PRODUCT ROADMAP
I collaborated closely with my colleagues to identify the optimal product roadmap and critical features that required development. We understood that the platform's expansion hinged on its ability to form strategic partnerships with other entities, and we brainstormed various scenarios involving varying numbers of cellars, including one or two. Following this, I worked hand in hand with the product management team to bring these concepts to fruition.
CUSTOMER PERSONAS
NEW TO CRYPTO & DEFI
This person is new to the world of cryptocurrency and has recently discovered decentralized finance (DeFi) platforms. They want to explore the potential of DeFi, which includes earning passive income, trading assets, and accessing financial services without intermediaries. The opportunities for financial empowerment, their curiosity about technology, and the desire to engage with a community of like-minded individuals motivate them. However, since they are new to the space, they face challenges related to their lack of experience, risk assessment, and security concerns. They prefer online forums, educational resources, and webinars as channels for learning and interaction. Overall, this persona represents someone eager to embark on a DeFi journey and seeks guidance and knowledge to navigate this exciting industry.
TRADITIONAL CRYPTO INVESTOR
The Traditional Crypto Investor is an experienced cryptocurrency enthusiast focused on traditional cryptocurrencies but has not yet explored decentralized finance (DeFi). Their goals include preserving and growing their wealth, minimizing risk, and exploring alternative crypto investment avenues. They face challenges related to their lack of familiarity with DeFi, risk assessment, and security concerns. Their motivations include portfolio diversification and staying ahead in the crypto market. They prefer established crypto news sources, traditional social media platforms, and webinars or conferences focused on traditional crypto investments.
DEFI ENTHUSIAST
They are highly knowledgeable individuals deeply immersed in decentralized finance (DeFi) and cryptocurrencies. They are driven by generating passive income, exploring new opportunities, contributing to the community, and enhancing their skills. They navigate risk management, security considerations, and market volatility challenges. Motivated by financial independence, technological curiosity, and community engagement, they prefer specialized DeFi platforms, crypto-focused social media, and DeFi newsletters/podcasts to stay connected and informed. Understanding their motivations and preferences can help businesses provide tailored resources and platforms for this dedicated segment of the crypto market.
Overview page
cellar/vault page
web3 wallet
toast notification
In the context of Web3, clear UX with toast notifications is vital for keeping users informed about the status of their transactions. These unobtrusive pop-up messages provide real-time updates, allowing users to know if their transactions have been successful or not. Toast notifications enhance the user experience by providing instant feedback and minimizing confusion. They eliminate manual refreshing or continuous monitoring, ensuring transparency and enabling users to proceed confidently. Well-designed notifications with concise messaging contribute to a smoother and more transparent Web3 ecosystem
