Fjord is a Web3 platform for early-stage projects seeking for fund & support, or early-birds who are looking for a good & secure investment asset.
Transitioning a "just working" product to a "Wow, this is nice" one. Fjord was stuck at a situation where everything was working, but out of order, random UX blockers, confusing flows & of course an old gov looking style.
What I did
UI Design
UX Research
Design System
Styleguide
Branding
My Role
Fulltime UI/UX Designer - 2022
Tools Used
Figma
Adobe Illustrator
Midjourney
Notion
G Meet (REC)
ADDRESSING PROBLEMS
A product that just works
I was dealing with a product like Amazon shop, it works, just don't touch it cuz it breaks. But that was just the surface, it was working at first glance, but actually there was a heck of problems in the background. Users getting caught in the middle of most of processes, weird glitches of flows, unrecognizable errors, hard to understand workflows & … .
"
Well I believe in your team & *** project but launching it on Fjord is holding me back to trust and invest, many times I have nearly lost where I am in the Dapp, it's just confusing.
"
ZEROcode Luna - in X
"
… I just completed every step, but at the end, when I want to publish, everything is scattered & I don't know what has happened, did it go live? didn't it? What's next??
"
Nino ETH - Sling Fi
Some people could use it, some couldn't. So the next step was to understand where the problem actually is and how some people are caught in the middle, but others are just using it.
Understanding the User Pain Points
Completing 5 online meetings with active users was a good start to see where the problem lies; selecting 2 users with successful flow & 3 failed ones to see both sides and judge.
Meetings were done & recorded in G Meet, summarized with AI Assistant, data gathered in Notion.
Web3 Experience:
High - Degen
Experience Status:
Failed
Ongoing Usage:
Stopped - Dillusional
Web3 Experience:
High - Degen
Experience Status:
Successful
Ongoing Usage:
Active
It was not just the meetings; me & Fjord team spent some time wandering in twitter (X) & different communities to see if people are reporting issues & bugs. After careful investigation we ended up with a flow tracker state that helped us have a clean state of mind identifying pain points.
So that's the problem(s) …
We found a bag of problems but there were 5 major problems our users were facing, both technical & UX.
Poor scalability
The layout and navigation were not optimized for a rapidly expanding projects & profiles library.
Unintuitive wallet connection flow
The process of contract approval and connecting wallet & correct token hash was not smooth, with hidden errors & biases, causing users to drop the process in early stages of creation wizard.
Hard to discover
Users struggled to find projects that matched their preferences, with limited filtering and personalization options.
Unfriendly to mobile
The layout and navigation were not optimized for most devices, nearly 60% of users were using & visiting the platform with mobile, which was not optimized nor in dev or design.
TIMELINE & ACTION
Patching the wound
80% of problems were found in the LBP creation wizard. Lack of clear guidance and statements, bad visuals, lost steps & unclear navigation of process. Here's a before & after:
From 12 pages to +50
Empowering users with a new discovery page
You can have a good product, but you can't sell it without a good presentation. Lack of search options, unclear & biased information about each project, almost no sorting system, these all led to have a bad storefront of projects. Here's what I did to overhaul the whole vitrine:
A more powerful project page
This was the second-front user area which most of actions happened. The older cluttered look gave the vibes of a governmental old platform, no hierarchy nor visual nor informational, a total mess! Here's a before & after:
VISUALS & BRANDING
More than proud
Easily I can call this role was my most challenging product design ever. Trying to satisfy both sides of stakeholders & users at the same time, in a product that has least number of competitors or even alikes to get inspired by or compared to, I pulled it off!
Designing from scratch, call it Branding, Design System, UX flows - this project was a full mission!
So, this is how Fjord got better!
Let's take the better steps for your company too.
Stuff above is just 🤏🏻 of the 🏔️…
I'd rather surprise you with my works in a call :))
Let's set a time for a 30-min call and discuss design stuff.
ECH Vami
Product Designer
