Impact
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.
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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.
Opportunities
Goals
We converted our key problems into opportunities to solve for during the redesign.
Prioritization and Strategy: Relevant Layout
Phase 1: Homepage Sitemap Redesign
User Flow Optimization: Reliable User Flows
User Flow and Wireframes for Signing up and Onboarding
Design System: Modern Interface
Design System Snippet with Color, Typography, UI components
Iterations
Different Iterations of Screens
Final Designs
Previous vs Current Voice ID
Previous vs Current Homepage Design
What I Learned
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.
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 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.