Redesigning the SpeakWallet app

Product Designer

Redesigning SpeakWallet app

Product Designer

Impact

32%

Boost in

Signup Growth Rate

27%

Uptick in

Task Success Rate

18%

Improvement in

Customer Satisfaction Score

+14

Increase in

Net Promoter Score

32%

Boost in

Signup Growth Rate


27%

Uptick in

Task Success Rate


18%

Improvement in

Customer Satisfaction Score

Improvement in

Customer Satisfaction Score


+14

Increase in

Net Promoter Score

Overview

Company

NFTee.ai: A startup in Fintech, AI/ML, Web3, Blockchain, Crypto

Role

Product Designer

Platforms

Android
iOS

Duration

9 months (2022-2023)

Tools

Background

NFTee.ai, a blockchain-as-a-service startup, developed a voice-enabled AI crypto wallet. While the concept was well-received, users struggled with the app during testing, resulting in low task success rate and negative reviews. Our founder tasked me with identifying the pain points, leading the redesign, and ensuring future products avoided similar setbacks.


Under A Non-disclosure Agreement

Some of the details in this case study may be vague to protect intellectual property.

My Role

As a Product Designer at NFTee.ai, I led the redesign of a voice-enabled AI crypto wallet. I addressed critical adoption barriers by 1) aligning the product with user needs and business objectives through data-driven decisions, prioritization, and an iterative process 2) leading 3 other designers, and 3) creating a design system to ensure consistency and scalability.

Problem

Using our key findings from surveys, interviews, and secondary research, we discovered three primary pain points.

Cluttered Layout

Cluttered Layout

People felt that the app was cluttered and overwhelming, especially when compared to other competitors like MetaMask and Venmo.

Confusing User Flow

The user flows had low task success rates and low user trust. Many people felt frustrated and ready to bounce to another competitor.

Outdated Interface

People found the wallet outdated and did not convey innovation, modernity, and growth. They also said the color scheme made it hard to see.

Cluttered Layout

People felt that the app was cluttered and overwhelming, especially when compared to other competitors like MetaMask and Venmo.

Outdated Interface

Confusing User Flow

Opportunities

How might we make our crypto wallet relevant, reliable, and modern?

How might we make our crypto wallet relevant, reliable, and modern?

Goals

We converted our key problems into opportunities to solve for during the redesign.

Cluttered -> Relevant Layout

Cluttered -> Relevant Layout

The redesign should ensure the right content is readily accessible, improve the discoverability of key features, and remove underperforming ones.

Confusing -> Reliable User Flow

Confusing -> Reliable User Flow

The user flows should be intuitive, minimizing friction while prioritizing user needs like security and ease of use.

Outdated -> Modern Interface

Outdated ->
Modern Interface

The website's user interface should be modernized to align with our goals and user base, integrating the new design system and prioritizing accessibility.

Prioritization and Strategy: Relevant Layout

  1. Prioritization: Ranked pain points and solutions with a weighted system, balancing impact and constraints. Collaborated cross-functionally to align on goals and feasibility, resulting in actionable recommendations.

  2. Competitor Analysis: Analyzed non-custodial wallets and competitor payment apps to identify key features and flows, helping to inform the information architecture and sitemap

  3. Phased Rollout Strategy: Proposed a phased approach for new features, balancing prioritization with the opportunity for user feedback and iterative improvements


  1. Prioritization: Ranked pain points and solutions with a weighted system, balancing impact and constraints. Collaborated cross-functionally to align on goals and feasibility, resulting in actionable recommendations.

  2. Competitor Analysis: Analyzed non-custodial wallets and competitor payment apps to identify key features and flows, helping to inform the information architecture and sitemap

  3. Phased Rollout Strategy: Proposed a phased approach for new features, balancing prioritization with the opportunity for user feedback and iterative improvements


  1. Prioritization: Ranked pain points and solutions with a weighted system, balancing impact and constraints. Collaborated cross-functionally to align on goals and feasibility, resulting in actionable recommendations.

  2. Competitor Analysis: Analyzed non-custodial wallets and competitor payment apps to identify key features and flows, helping to inform the information architecture and sitemap

  3. Phased Rollout Strategy: Proposed a phased approach for new features, balancing prioritization with the opportunity for user feedback and iterative improvements

Phase 1: Homepage Sitemap Redesign

User Flow Optimization: Reliable User Flows

User Flow and Wireframes for Signing up and Onboarding

  • User Flows Design: Ideated and presented optimized user flows to stakeholders for alignment and approval

  • Phased Feature Rollout: Proposed phased feature rollout, balancing constraints with the opportunity for user feedback and iterative design improvements.

    • For example, with the Voice ID authentication feature, testing revealed accessibility challenges and security concerns from users. I proposed a phased, multi-option rollout to build trust while solving accessibility issues.

  • Cross-Functional Collaboration: Worked closely with product managers, designers, users, and engineers to ensure alignment on design goals and technical feasibility


  • User Flows Design: Ideated and presented optimized user flows to stakeholders for alignment and approval

  • Phased Feature Rollout: Proposed phased feature rollout, balancing constraints with the opportunity for user feedback and iterative design improvements.

    • For example, with the Voice ID authentication feature, testing revealed accessibility challenges and security concerns from users. I proposed a phased, multi-option rollout to build trust while solving accessibility issues.

  • Cross-Functional Collaboration: Worked closely with product managers, designers, users, and engineers to ensure alignment on design goals and technical feasibility


  • User Flows Design: Ideated and presented optimized user flows to stakeholders for alignment and approval

  • Phased Feature Rollout: Proposed phased feature rollout, balancing constraints with the opportunity for user feedback and iterative design improvements


Design System: Modern Interface

Noticing the lack of a design system for SpeakWallet, I built one from scratch by analyzing NFTee's current applications.


The scalable design system unified colors, typography, and UI components, improving usability and brand identity while simplifying future design and development.


Noticing the lack of a design system for SpeakWallet, I built one from scratch by analyzing NFTee's current applications.


The scalable design system unified colors, typography, and UI components, improving usability and brand identity while simplifying future design and development.


Noticing the lack of a design system for SpeakWallet, I built one from scratch by analyzing NFTee's current applications.


The scalable design system unified colors, typography, and UI components, improving usability and brand identity while simplifying future design and development.

Design System Snippet with Color, Typography, UI components

Iterations

Different Iterations of Screens

The app underwent multiple iterations before reaching a final design ready for development and launch.


Through weekly design meetings, Agile practices, user testing, and a focus on continuous, iterative improvement, we refined the app. This approach helped us make the best design decisions, resulting in a relevant, reliable, modern, and user-friendly product.


The app underwent multiple iterations before reaching a final design ready for development and launch.


Through weekly design meetings, Agile practices, and a focus on continuous, iterative improvement, we refined the app. This approach helped us make the best design decisions, resulting in a relevant, reliable, modern, and user-friendly product.


The app underwent multiple iterations before reaching a final design ready for development and launch.


Through weekly design meetings, Agile practices, and a focus on continuous, iterative improvement, we refined the app. This approach helped us make the best design decisions, resulting in a relevant, reliable, modern, and user-friendly product.

Final Designs

Previous vs Current Voice ID

Previous vs Current Homepage Design

Outcome

Overall

32%

Boost in

Signup Growth Rate

Reliable User Flow

27%

Uptick in

Task Success Rate

Relevant Layout

18%

Improvement in

Customer Satisfaction Score

Modern Interface

+14

Increase in

Net Promoter Score

Outcome

Overall

32%

Boost in

Signup Growth Rate

Boost in

Signup Growth Rate


Boost in

Signup Growth Rate


Reliable User Flow

27%

Uptick in

Task Success Rate

Uptick in

Task Success Rate


Reliable User Flow

27%

Uptick in

Task Success Rate


Relevant Layout


Relevant Layout

18%

Improvement in

Customer Satisfaction Score

Modern Interface


Modern Interface

+14

Increase in

Net Promoter Score

What I Learned

  1. Leadership for Design Growth: Leading a design team taught me how to better prioritize my team’s growth, which fosters both individual and product success. I learned the value of empathetic mentoring, challenging assumptions, and empowering designers to make decisions that balance user needs with business goals. This approach fostered a collaborative, growth-focused culture that aimed for continious improvement.

  2. Balancing Innovation and User Trust: I learned how to introduce new technologies, like voice-ID authentication while maintaining security and user trust. A phased rollout strategy helped balance innovation with security, which was crucial for building trust in sensitive products like a crypto wallet.

  3. Scalability Through Design Systems and Knowledge Sharing: I learned to create scalable design systems that ensured consistency and reinforced company branding. By building the design system, leading cross-functional meetings, and establishing a shared knowledge hub, I learned how to iterate quicker, collaborate more effectively, and maintain higher-quality designs.