Pintu Onboarding

This is my design test case in Pintu. Tackled amidst tight deadlines, freelance projects, mentoring, and a full-time job. Yet, this improvements yielded a remarkable 80% improvement in conversion from First-Open to First-Trade. 🚀

PROBLEM

Finding the Right Problem

Problem-finding is as, if not more important, than problem-solving. After all, solving the wrong problem is just a waste of time. To ensure I'm on the right track, I'm diving into UX research first. I then identify and select a problem worth solving from three test case topics: Newbie users, Retention and Motivations, and Additional Use Cases.

By conducting in-depth interviews and think-aloud sessions, I gathered insights to identify high-impact problems. Mapping them onto an action-priority matrix enables us to focus on the most crucial issues.

So, here are the problems I'm going to solve:

• Prevent New User Churning
  New users often feel overwhelmed after going through the draining process of creating an account and completing the KYC (Know Your Customer) process. They find themselves lost in a sea of information, unsure of where to begin. This lack of direction, coupled with low motivation, poses a risk of conversion problems and user churn. Addressing this challenge is crucial to retain and engage new users effectively.

• Gain/Loss Information
  During the research, all of the respondents expressed their needs of having access to gain/loss information. In fact, one respondent even went to the extent of manually calculating it 🥶, highlighting the lack of availability and ease.

  
  

FIRST IDEA

Guiding and Motivating New Users

After completing the KYC process, users should ideally feel a sense of accomplishment and happiness. However, the reality is that they are already exhausted, with their cognitive resources drained from prior tasks. As a result, when they encounter the Home screen, they lack the mental energy to figure out what to do next.

B = MAT

In line with behavioral scientist BJ Fogg's concept of B = MAT (Behavior = Motivation, Ability, Trigger), it becomes evident why one respondent almost gave up on their quest to buy their first crypto.

While Pintu's Home Screen is visually appealing, it can be further enhanced by incorporating these crucial elements to improve user experience: motivation, ease of use, and clear triggers for desired actions. With that said, here is some of the improvements that I did to help solve these problems:

1. Emotional Motivation
   The aim is to inspire and empower new users, taking them on a thrilling cryptocurrency journey. A gender-neutral character gazing up at the crypto planet serves as a compelling visual cue, encouraging users to join them on this exciting adventure.

2. Social Motivation
   Leveraging the power of social proof, I tap into the desire to be part of a community. By showcasing the size and engagement of our user base, I create a sense of belonging and entice users to become part of this vibrant community of crypto enthusiasts.

3. Trigger
   A prominent, eye-catching CTA button in a Pintu’s iconic blue serves as the key trigger for action. When users tap this button, they are instantly directed to the Market tab, where they can begin their cryptocurrency buying journey without any unnecessary friction or confusion.

SECOND IDEA

Hugging Existing Users

For existing users, I made several improvements:

1. Total Balance + Gain/Loss Info
   Based on the research findings, it became evident that both newbies and advanced participants greatly value having access to their total balance and gain/loss information. By prominently displaying this information, we cater to the needs of users across different proficiency levels.

2. Increased Button Hierarchy
   To enhance usability and prevent users, especially newbies, from getting lost, I adjusted the hierarchy of buttons. The "See All Assets" button is now positioned as a secondary button, ensuring it doesn't overshadow other essential elements on the screen.

3. Card-Sorted Layout
   To optimize the user experience, information is now presented in a sorted layout based on its importance to the users. Additionally, the FAQ (Getting Started) section is designed to auto-hide once users have explored all the features mentioned, streamlining the interface and reducing unnecessary clutter.

These enhancements aim to improve user engagement and facilitate a seamless experience for existing users of the platform.

FINAL IMPLEMENTATION

80% Improvement in Conversion

After joining Pintu, I had the opportunity to implement and conduct A/B testing on my own test case, taking into account success metrics, business goals, constraints, and the rationale behind each design decision. Following the one-month experiment, it was found that my improvements led to an impressive 80% increase in conversion from first-open to first-trade. LFG!