Overview
Company
NFTee.ai: A startup in Fintech, AI/ML, Web3, Blockchain, Crypto
Role
Senior Product Designer
Team
6 Developers, 1 Product Manager, 1 Legal, 2 Marketing
Platforms
Mobile (Android & iOS)
Duration
NFTee.ai, a blockchain-as-a-service startup, was designing a voice-enabled AI crypto wallet. While the concept was well-received, users struggled with the design during testing, resulting in low user trust and negative reviews. Our founder tasked me with identifying the pain points, leading the redesign, and ensuring future products avoided similar setbacks.
Responsibilities
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) mentoring 3 other designers, and 3) creating a design system to ensure consistency and scalability.
User Research
We conducted 150+ surveys and secondary research to identify pain points. We also had 11 interviews and 6 user testers. Some key findings were:
Demographics: 71% of users were under 35 years old, influencing modern design updates after many users called the design outdated
Security Concerns: Over 80% were concerned about the voice-only signup and login process
Accessibility Gaps: 47% liked voice functionality for convenience and accessibility but preferred touch interactions, shaping accessibility decisions
Usability Issues: Over 45% struggled with completing tasks on the app, citing the screens looked overwhelming yet missed features like buying crypto.
Problems
Using our key findings from surveys, interviews, and secondary research, we discovered three primary pain points.
Insecure
Many people felt the wallet could easily be compromised and were ready to bounce to another competitor.
Cluttered
People felt that the app was cluttered and overwhelming, especially when compared to other competitors like MetaMask and Venmo.
Outdated
People found the wallet outdated and did not convey innovation, modernity, and growth. They also said the color scheme made it hard to see.
From Pain Points to Actionable Goals
We converted our key problems into opportunities to solve for during the redesign.
Insecure -> Secure
How might we optimize user flows to be intuitive and reliable, minimizing friction while prioritizing user needs like security and ease of use?
Cluttered -> Relevant
How might we ensure the right content is easily accessible, improve the discoverability of key features, and eliminate underperforming ones?
Outdated -> Modern
How might we modernize the user interface to align with our goals and user base, integrating the new design system and prioritizing accessibility?
User Flow Optimization: Secure Log-in
User Flow and Wireframes for Signing up and Onboarding
Problem: The initial user flow required voice-only login, which many users found unsafe, untrustworthy, and inaccessible. To address this, I did:
Cross-Functional Collaboration: Worked with key stakeholders to ensure alignment on goals and technical feasibility
User Research and Competitor Analysis: Analyzed research and other payment apps to identify key features and flows
User Flows Design: Ideated and presented optimized user flows to stakeholders for alignment and approval
Solution: I proposed a multi-option phased rollout to address these concerns. Voice ID would be an optional 2FA in the first phase to gather more data and enhance our system.
Prioritization and Strategy: Relevant Layout
Prioritization: Used a weighted system to rank pain points and solutions based on impact and constraints, balancing the need for intuitive and useful features with the project’s deadlines and limitations.
Phased Rollout Strategy: Proposed a phased approach for new features, balancing constraints with the opportunity for user feedback and iterative improvements.
Phase 1: Homepage Sitemap Redesign
Design System: Modern Interface
Noticing the lack of a design system for SpeakWallet, I built a design system from scratch by analyzing NFTee's current applications and SpeakWallet design.
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
Stakeholder Management and Collaboration
Securing Stakeholder Buy-In for Name Change: Boosting Trust and SEO Performance
I led weekly design meetings, mentored three junior designers, and aligned cross-functional stakeholders. Through user research, I uncovered distrust in the wallet’s name "SpeakEase" due to historical ties. I tested my hypothesis through more desk research. Closely collaborating with the product manager, we influenced key stakeholders to change the name, ultimately strengthening user trust.
Iterations
The app underwent multiple iterations before reaching a final design ready for development and launch.
Quick Log-In Method: Before vs. After Engineering and User Feedback
Security: Login Method
Working with Engineers:
I initially proposed email recovery for forgotten accounts, but engineers raised privacy concerns with non-custodial wallets, where users must have complete control their funds. Time constraints also made this solution unfeasible. I pivoted to direct password creation.
Usability Testing Insight:
The initial plan was to use passwords gave users more control over their security, testing revealed challenges with password recall and UI readability. We switched to a passcode system, enhancing both security and overall user experience.
Layout: Homepage
Usability Testing Insight:
Users felt overwhelmed by choice overload, so I simplified the interface by refining key CTAs, such as merging the Pay and Request buttons. To improve icon clarity, I also replaced the person icon—often mistaken for a profile—with an icon of two people to better represent contacts.
Homepage Layout: Reducing Choice Overload and Icon Confusion
'Send Money' Page Iterations: Enhancing Accessibility, Usability, and Design through Continuous Feedback
Modern: Design & Style Experimentation
Design Sprints and Review Insights:
Throughout the design process, I conducted regular design sprints and critique sessions to refine our designs.
For example, we iterated on the "Send Money" page, applying design principles, accessibility guidelines, and research guidelines to achieve a modern, accessible, and user-friendly solution.
The final design was shaped through cross-functional collaboration, including with engineers and product managers. Using an agile, iterative approach, we refined the design based on user feedback. Driven by solving users' pain points, every decision prioritized usability, usefulness, and accessibility while delivering a secure, relevant, and modern experience.
Impact
Overall
10,000+
Early Customer Sign-Ups
Secure
+42%
User Trust Ratings
Relevant
+25%
Customer Satisfaction Score
Modern
+7
Net Promoter Score
What I Learned
Leadership for Design Growth: Mentoring other designers taught me how to better prioritize my mentee'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.
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.
Scalability Through Design Systems and Knowledge Sharing: I learned to create documents and design systems that ensured scalability and consistency while enhancing 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.
Next Steps
Collaborating with Engineers for Development: I worked closely with engineers throughout the design process to ensure a smooth handoff. I’ll stay proactive as development begins, addressing any clarifications or design refinements. Moving forward, I plan to work more closely with the product manager to strategically structure phases, enabling engineers to develop approved key components while I continue designing.
Planning for Testing and Launch of SpeakWallet: I will collaborate with the product manager to further define success metrics, measure performance during testing, and ensure the product meets user needs. Additionally, I’ll help to develop a plan for the launch phase.
Continuing Design, Usability Testing, and Improving Collaboration: I will continue designing, conduct usability testing with users, and collaborate with engineers on documentation. I’ll also address gaps in the design system, gather feedback from the team, and define actionable steps during the sprint retro.