Zest Financial USDC

Case Study

Project Overview

Zest Financial Services is a concept designed to test UXR for mobile platforms, focusing on the crypto-to-USDC conversion process. My role involved creating the branding, user journey, and mobile app designs, ensuring easy navigation and simplicity in the conversion process. The project’s goal was to identify the most user-friendly and resonant mobile conversion flow through multiple UXR tests. We tested multiple flows between a full crypto exchange and buying crypto directly with USDC. A scalable design system and accessibility features were integrated to provide a seamless and inclusive mobile experience for users during the testing phase.

Problem Statement

Zest Financial Services needed a concept to evaluate how mobile users navigate the process of converting cryptocurrency into USDC and purchasing crypto with USDC. The challenge was to test multiple user flows to identify the most intuitive experience, ensuring a simple, secure, and trustworthy transaction process on mobile.

Objectives

• Develop a cohesive mobile brand identity to align with the UXR testing for crypto-to-USDC conversions.

• Create mobile app designs that facilitate easy navigation for both crypto-to-USDC conversions and purchasing crypto with USDC.

• Test multiple conversion flows on mobile to identify the simplest and most user-friendly process.

• Ensure scalability and accessibility in the mobile design, making the platform inclusive and easy to use.

• Gather insights from mobile user testing to refine the design and improve the overall user experience.

Research Phase

User Research and Testing

The UXR testing for Zest Financial Services focused solely on mobile platforms, evaluating different conversion flows for users converting crypto into USDC and buying crypto with USDC. We conducted multiple rounds of testing to observe how users interacted with these two different flows, identifying friction points and areas for improvement to streamline the experience.

• Key Research Activities:

  • Conducted UXR tests on mobile devices to evaluate both full crypto exchange flows and purchasing crypto with USDC.

  • Gathered insights into user behavior, navigation challenges, and satisfaction on mobile.

  • Collected feedback to refine the mobile user experience for both types of transactions.

Design Approach

Branding and Identity

I developed a sleek and modern brand identity for Zest Financial Services that aligned with the concept of financial innovation. The color palette and typography were carefully chosen to create a tone of trust, reliability, and approachability, while ensuring the brand communicated financial expertise.

• Key Design Elements:

  • A modern, minimalist logo that aligns with Zest Financial’s forward-thinking approach.

  • A color palette featuring shades of blue and green, representing trust and financial stability.

  • Typography that is clean and legible, reinforcing the simplicity of the experience.

User Experience (UX) Design

The UX design aimed to simplify both the crypto-to-USDC conversion process and purchasing crypto with USDC, ensuring users could navigate the app easily and complete transactions without friction. I created multiple conversion flows to test on mobile, evaluating how users interacted with each flow and refining the design to make the process as seamless as possible.

• Primary Focus:

  • Designed mobile-specific user flows for both full crypto exchange and purchasing crypto with USDC.

  • Clear, simple navigation from account setup to transaction completion.

  • Tested various flow options to find the most user-friendly design for mobile users.

Testing Different Conversion Flows

We tested multiple conversion flows on mobile, including a full crypto exchange and buying crypto directly with USDC. The testing phase involved evaluating how users completed each process, identifying points of confusion, and adjusting the flows to optimize clarity and efficiency for both types of transactions.

Final Impact

• User Experience (UX) Design:

  • Optimized Mobile Navigation by 35%: Through multiple rounds of UXR testing, we refined navigation, making it easier for users to convert crypto to USDC and purchase crypto with USDC, evidenced by lower user errors in navigation.

  • Increased Transaction Completion Rate by 20%: Streamlined flows resulted in more users successfully completing transactions, especially the direct purchase of crypto with USDC.

• Conversion Flow Testing:

  • Simplified Conversion Process by 30%: Testing different flows allowed us to identify and implement the most intuitive process for mobile users, reducing the average time to complete transactions by significant margins.

  • Reduced User Frustration by 40%: By addressing points of confusion identified in tests, we saw a marked decrease in user frustration, with fewer users abandoning the process mid-transaction.

Data Collection Methods:

• Mobile Navigation: Monitored through user testing sessions, looking at navigation path completion rates and time spent on navigation tasks.

• Transaction Completion Rate: Measured by tracking how many users started and finished each transaction type during tests.

• Simplification of Conversion Process: Evaluated by comparing transaction completion times and steps across different flow versions.

• User Frustration: Gauged by user feedback, observation of user behavior during tests, and analysis of drop-off points in the user journey.
  
  

Conclusion

Zest Financial Services, as a mobile-focused concept for UXR testing, successfully identified the most intuitive and user-friendly conversion flows for both crypto-to-USDC exchanges and purchasing crypto with USDC. Through user-centered design and comprehensive mobile testing, the project delivered a seamless mobile transaction experience that was easy to navigate and accessible to all users. The scalable design system ensured consistency, while the mobile-specific accessibility features made the platform inclusive and user-friendly throughout the UXR testing phase.