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2019

Making cryptocurrency use a breeze for everyone!

Noozzle

Client

Product Designer

Role

Background

At the end of 2018, I worked at Wello Digital agency which specialized in developing solutions for startups and companies, primarily from the crypto sphere. An enthusiast from Switzerland contacted us with a very ambitious goal: to create a series of products to make the use of cryptocurrencies accessible to a wide range of users. The crypto market was indeed experiencing a rapid growth at that time. But at the same time, it had a quite high psychological barrier to entry.

The first product that we needed to develop was a web-based wallet. And yes, it was needed yesterday.

Project team:

PM - 1

UX - 1

FE - 3

BE - 4

QA - 1

Discovery

The ambitious goal of the owner and an innovative environment with the possibility of significant influence required me to delve deeply into studying user expectations. And I was only happy to have a unique opportunity to use the design thinking approach to solve this task.

We began by gathering available information on forums, community platforms to determine the general range of problems and needs that users face. And at that time, the number one topic was security. Several loud scandals related to the loss of control over assets by users led to the expectation of new innovative solutions.

Based on the collected information, we grouped the audience into three proto-personas: professionals, enthusiasts, interested ones. We managed to conduct 3 in-depth interviews with the first and second group of users and confirm the initial hypotheses.

One of the main insights was the desire to control their assets in real time and be able to respond to changes as quickly as possible. In other words, people wanted to keep their money in their pocket.

Solution

Based on the insights we proposed to change the goal of development from a web platform to a mobile application. It was a steep turn, which after the results of the discovery was approved by the client.

After analyzing the competitive environment, we decided to use 2FA with a seed-phrase and distributed key storage in the blockchain. To evaluate solution, I turned to competitors - I went to read comments in application markets. There were already several successful examples on the market. Based on their experience and customer feedback, we defined the backlog of our future product.

The strategy became an MVP approach. We decided to launch an MVP for iOS with the necessary functionality and start collecting feedback as early as possible. We also decided to start attracting an audience even before the product was released, announcing the functionality of the product. We tried to collect information from users at all stages from low-fidelity to high-fidelity prototypes.

Definition

To define the solution and collect initial user feedback, I compiled a user flow using wareframe screens.

Special attention was paid to registration and account creation - we wanted to maintain a balance that would meet security requirements and on the other hand, would not complicate the access of owners to their assets.

The asset management flow was also significantly improved, and a system notifying the user about changes in asset rates was developed.

Visual Direction

Users predominantly perceived the crypto market as technologically complex and associated it with something cosmic. We understood these stereotypes, but at the same time wanted to create a sense of positivity, lightness, and accessibility.

Thus was born the idea of a cartoonish, game-like direction where planets symbolized the diversity of cryptocurrencies. Their hovering and distribution in space added a sense of lightness and airiness. This became the basis both for the brand's style and for the product itself.

In addition to the brand's style, a mascot was invented - a cryptonaut. Its visual simplicity allowed us to easily and quickly provide design support to the marketing team, especially when it came to illustrations for articles or posts on social networks.

Launch

During the project, two stages of testing high-fidelity prototypes were conducted. The unmoderated test of the first version of the solution required minor visual simplification of the main screen. After eliminating the shortcomings, the application was launched with limited functionality: only 6 crypto assets were available.

Despite these restrictions, the product received about 1000 downloads in the first two weeks.

Happy End?

As a result, we managed in less than half a year not only to create an MVP but also to attract the attention of the audience to a yet non-existent product. This once again confirmed the correctness of the chosen direction and strategy. For me personally, this was the first practical confirmation of the possibilities inherent in the design thinking approach. By focusing on the goals and needs of users, it is possible to find unique business solutions.

If everything is so good, why then is there a question mark in the title? A shocking surprise was the product owner's decision to close the project. Despite the prospects for growth and attention to the product not only from crypto-specialists but also from the general audience, noozzle was sold to another company as code and essentially ceased to exist. Despite this, I prefer to perceive the experience with noozzle as positive and extremely valuable.

All works

2021

The seamless evolution of the sportswear brand's web store

Odlo

Client

Lead UI Designer

Role

Background

Odlo, a Swiss brand with Norwegian roots, produces sportswear for outdoor enthusiasts. Odlo introduced multiplies award-winning innovations for three-layers principe of wearing, allowing active people to train all year.

Odlo is a regular client of Astound Commerce. This time there was a second iteration with significant changes that was initiated after a comprehensive audit by McKinsey agency.

Project team:

BA - 1

UX - 2

UI - 2

FE - 3

BE - 3

QA - 3

PM - 1

Challenges

01

Ideate solutions based on comprehensive UX audit report.

02

Refresh web site look and feel with updated brand visual direction

03

Streamline informational content and create additional templates for various use cases.

04

Improve usability and accessibility. Increase site performance especially on mobile devices.

The visual style refreshing should be designed not for the whole site but just for a specified set of pages that excludes cart, checkout and account components. This means that the transition should take place carefully and smoothly...

Process

After analyzing the UX report, initial requirements, and approving the scope of work for this iteration, we have determined the workflow strategy. We have divided the project tasks into packages, taking into account the relationship of functional groups.

From my side, firstly, I suggested creating an initial version of the UI Kit based on the new visual identity of Odlo. We planned to test it on pages that potentially could contain the maximum number of reusable standard components, and get feedback on the initial package of work as soon as possible. The same approach was planned for subsequent development packages.

Thus, we were able to build an iterative process, which ensures the smooth operation of the subsequent teams and minimizes the risk of erroneous decisions.

The Basis

For a deeper immersion into the client's visual identity, we conducted a collaborative session where detailed requirements were collected, key points necessary for display in the design of the new interface were defined. The new Craftsman approach required a focus on details, a more effective grid, and adaptation to the digital environment.

We proposed a new grid that was effective on both mobile devices and wider screens, which were also statistically significant. As a result, we obtained an adaptive hybrid page structure that not only changed the size of components, but also regulated the number of displayed elements.

The typography and colors of the brand were adapted for the digital environment. Color combinations were identified that provide a high level of readability and meet contrast requirements. We also improved the hierarchy of typography and defined usage rules.

The asset management flow was also significantly improved, and a system notifying the user about changes in asset rates was developed.

All initial solutions were presented in the form of a style guide and were approved by the client after 2 iterations. The front-end team could start their work. We moved on to assembling the final designs based on wireframes from UX colleagues.

The asset management flow was also significantly improved, and a system notifying the user about changes in asset rates was developed.

Shift The Focus

One of the conceptual decisions was to shift the user's focus from the interface to the product, which is primary for the customer. We wanted to show large product images, give buyers more information about the product and its value. For this, the product details page has been significantly revamped.

The new grid allowed for the structured presentation of a large volume of information. For ease of navigation on the page, together with UX colleagues, we developed a special navigation panel that both displayed the user's location and allowed quick transitions from point to point.

For testing, I prepared an interactive prototype that realistically depicted the future behavior of the component.

Play Prototype

Content

The task of generating additional content for the product was a significant undertaking that demanded considerable effort and dedication from the content team. In striving for excellence and quality, the team placed a special emphasis on improving the banner component.

In the initial design, the readability of the text over the images was somewhat compromised, presenting a challenge that needed to be overcome. To bring about a solution to this issue, it was proposed to employ special blocks. These blocks would contain text and a call-to-action (CTA), and they would be placed on specific color backgrounds to enhance visibility and readability. This strategy would not only resolve the existing issue but also add an aesthetic touch to the overall design, thereby improving the user experience.

Results

01

The project was successfully completed and promptly delivered, meeting the challenging tight deadlines that had been set. Furthermore, the project was executed with financial efficiency, ensuring that all budget requirements were meticulously adhered to.

02

The new style met the requirements of the brand's new visual language. The improved website grid enhanced the perception of the site, added relevance to the design solution, and efficiency in content placement.

03

Working in close and effective collaboration with the Front-End development team, we managed to double the performance of the site.

04

All interface components were assembled into a single library, which greatly simplified iterative changes. Two years later, Odlo initiated another stage of improvements and the component library was very useful.

All works

2022 - 2024

The two-year journey of collaborating with a globally recognized brand

Puma

Client

UI Designer

Role

Overview

Puma is a company among the top 3 global sportswear manufacturer brands. Many years of history, a global audience and its influence, iconic sneaker models, and uncompromising competition.

Participating in such a project is a unique opportunity. I am glad to share with you the details of our two-year collaboration, as far as the non-disclosure restrictions will allow me to do so.

Japan Headless

I joined the team as the second UI designer at the beginning of 2022. We were tasked with providing support to the development team which was translating the company's Japanese website to a headless approach. This was a pilot version of transitioning to a new technology and essentially our task was to adapt the existing experience taking into account the peculiarities of headless.

As a result, the Japanese website was successfully launched, the headless approach significantly sped up the site perfomance. The product itself and the mockups we made became an example and source of truth for subsequent local transitions.

Design System

Simultaneously with us, a design system team began their work and in fact, we became the first users of the new system. We used the existing elements of the system and gave our feedback, determined which components needed to be added to the library, and suggested our ideas on how the system could be improved from the user interface components perspective. In combination with the headless approach and the creation of a unified design system, Puma achieved centralized ecommerce user experience.

Puma Way

The global audience of the brand demanded personal attention from region to region. The decentralized approach in meeting user needs led to significant discrepancies in user experience in different regions. Puma needed its own center of excelence and such a team was created. By this time, some members of our team already had significant experience working with Puma and therefore we were invited to expand the emerging new team.

After a coordinating meeting at the Puma headquarters in September 2022, we participated in several major and countless minor projects aimed at creating a centralized source of truth. Designs for Account, Preference center, Size guide, Loyalty program, Users Feedback, Search Subsystem were completely redesigned.

All changes were made using the UDS design system actively. This has provided us with the opportunity not only to apply it in our work but also to actively participate in its development, providing our feedback and suggestions for improvement. This bilateral collaboration became a key element of our work process and continues to this day.

Puma App

It's worth noting the work done on the mobile application separately. A lot of improvements were made which showed high results in testing. The Account has been completely redesigned, Stoires have been added, and significant work has been done to unify Elevated Content on PDP.

As a result, the application has received more than 1 million downloads from the App Store in just over a year, while maintaining a high rating.

Afterword

Thanks to the unique opportunity to work with a well-known brand, I participated in challenging projects not only as a UI designer, but also gained valuable experience in organizing the collaboration process with a large number of dependencies and interested parties.

In the end, my participation in collaboration with Puma was 2 years. I am sure that we managed to help the Puma team start the transformation and achieve high results in the near future.

P.S .: And now my entire family has a significant stock of sneakers )

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Making cryptocurrency use a breeze for everyone!

Background

Discovery

Solution

Definition

Visual Direction

Launch

Happy End?

All works

The seamless evolution of the sportswear brand's web store

Background

Challenges

01

02

03

04

Process

The Basis

Shift The Focus

Content

Results

01

02

03

04

All works

The two-year journey of collaborating with a globally recognized brand

Overview

Japan Headless

Design System

Puma Way

Puma App

Afterword

All works

FeaturedWorks

Puma

Read Story

Noozzle

Case Study

Odlo

Case Study

Cybex

Coming Soon

Zermatt

Coming Soon

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