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From Data to User Needs
Through leading in-depth interviews with real users, I uncovered the underlying needs and behaviors hidden behind the data — insights that had previously been overlooked. I synthesized these findings into three representative personas, which I used to align the team and influence key decisions with a clearer, user-centered perspective.
Crypto Explorer
Values simplicity and low-risk entry points.
Enjoys browsing opportunities without immediate commitment
Risk Tolerance
Knowledge
Cautious Wealth Builder
Focuses on stability and long-term gains.
Monitor and manage their portfolio frequently.
Risk Tolerance
Knowledge
Opportunistic Risk-Taker
Seeks high returns with quick, strategic moves.
Fast subscription and redemption experiences.
Risk Tolerance
Knowledge
Turning Research into Strategy
I led the team to go beyond the initial homepage revamp, expanding our scope to address deeper user pain points across the wallet experience and the auto-subscribe activation flow — ensuring our solutions were grounded in genuine user needs, not assumptions.
Homepage Segmentation
We tailored the landing experience based on user profiles to create a more personalized journey.
New users see a simplified view with Auto-Subscribe prominently featured as the easiest way to start. Once activated, the banner disappears to reveal more features.
Existing users have quick access to recently used products, while holders can easily view their previous day’s earnings.
Smarter Wallet Actions
Replaced icon buttons with clear text buttons and improved hierarchy for better usability.
Streamlined profit display for easier comprehension.
Added Auto-Subscribe status and direct access for easier management.
Enhanced Auto-Subscribe Flow
Auto-Subscribe helps new users easily participate in low-risk products with a simple, one-time setup.
As the new homepage shifted focus to assets, we optimized the trigger and activation flow to maintain strong performance. The activation process was streamlined from 6 steps to 2, with management now accessible directly from the wallet.
