Shrimpy Pro

Sophisticated trading tools for the crypto enthusiast.

My Role

Lead Product Designer

Services

UI / UX
Application Redesign
Brand Strategy & Voice

Crypto investing for the little guys.

About this project

Shrimpy is a portfolio management platform for the everyman.

We’re not focused on the “whales”; the big corporations only out for themselves. We’re here for the “shrimps”, the little guys and individual investors looking to improve their financial situation, set themselves up for retirement, and manage their portfolios over the long haul while reducing the fear that’s associated with crypto’s volatility.

Unfortunately, many crypto companies prey on the instant-gratification side of crypto, focusing on the latest “flash in the pan” strategies, such as high-frequency trading, pump and dumps, or NFTs.

Shrimpy is aligned with users who aren’t focused solely on short-term performance, and our partnerships and collaborations are highly scrutinized internally to ensure that our customers’ assets are secure.

Background

Sophisticated, trustworthy tools for the crypto enthusiast.

When I came on board, Shrimpy was gearing towards an app-wide redesign. I quickly became the lead designer and headed most of the app's user experience and user interface efforts, with a small team of stakeholders.

Shrimpy started only a few years ago and exploded in growth in the past two years. In the past, they piecemealed features together extraordinarily quickly at the cost of user experience and app organization. Their new goal was to refine the app to become user friendly, easy to use, and update the ui significantly.

Who are we serving?

With the executive team, I worked to develop every aspect of our target demographic. During this phase, I did a a plethora of UX Research. I studied our target user to make sure we understood who our customers were. I performed competitive analysis and market research to determine how our product could stand out from competitors. Armed with this information, we were able to clearly define the brand's tone and positioning.

Click here to view the findings.🔗

Demographic analytics at a glance

User Persona

Our target user likes Shrimpy's platform because he can spend less time trading on exchanges, watching charts, and looking for alerts and have an automated way to implement his long-term investing strategy. He can easily monitor his portfolio across all of his different exchanges and make changes on the fly without breaking a sweat.

Nick's Journey.

Nick is a crypto enthusiast, and he is looking for a long term solution to managing his assets. Here is how he finds our platform.

Just go with the flow.

With a strong purpose and direction in place, I went to work organizing content in the most efficient way for shrimpy's users. Below is the information architecture for Shrimpy.

Aesthetic choices.

Design System

Shrimpy works fast, and to keep up with the redesign demands, I developed a tight design system to keep consistency between different the tabs and functionality across the application. To go with this, I created a fully prototyped UI Kit for easy prototyping in the future.

Shrimpy Design System

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Current assignment: Onboarding Redesign

Working with our business intelligence analyst to define the steps of our funnel, we discovered a huge problem. Our target demographic seems to be interested in our product, but aren't converting to paid customers. Approximately 93% of users that sign up for a free account do not end up subscribing to our platform.

Users that sign up for a free account vs. free users that convert to paid subscribers

Remote Usability Testing

What's the problem?

The flow seems to go fine in between the steps of signing up and making it to the first onboarding screen. However, when users have to link their exchange account, there is a HUGE drop off. This has been occurring because a) users have to possess an external exchange account to use our product and b) users have to link API keys within their exchange to their Shrimpy account for management.

During remote user testing of new users in our target demographic, I was able to observe the confusion firsthand. In pretty much all cases, users immediately click "skip", exiting the api flow, and proceed to explore the app aimlessly. Without linking API keys, there is no experience with the product, causing intense drop off.

Analytics

Our users are tech savy, but api keys are a developer's domain. We should not expect our users to have any knowledge on how to do this, and such confusion adds immense friction in our process.
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When users DO end up completing it, it takes them almost 4 and a half hours to complete this step. Fixing this issue will fix conversion rates dramatically. Armed with this information, we were able to develop requirements for this iteration.

Requirements for this redesign

Wireframes

Where we are vs. Where we are going

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Next Steps:

The high fidelity design will go through stakeholder / developer reviews and edits before implementation. The next step in improving our onboarding process will be a digital product tour for our users to get to know our product more easily.

Shrimpy Pro: My other contributions.

Here are some more of the initiatives that I’ve headed as the lead designer at my time at Shrimpy. I have quite a few, and they're definitely too much to put on one page. Feel free to have a look at them individually 😊