Ledn / 2023
Ledn Transfer
A peer-to-peer payments service that allows Ledn clients to send funds to each other via a Ledn Handle or by using an email address.
Role
Lead Product Designer
Timeline
January 2023 to March 2023
As the lead designer on the Ledn Transfer project, I spearheaded the development of an innovative peer-to-peer payment service. The mission was to enable Ledn clients to send funds effortlessly using just a Ledn Handle or an email address.
Launching Ledn Transfer was a strategic move to redefine how users engage with the platform. The objective was twofold: to facilitate instant, fee-free global transactions and to increase the number of users on the platform globally.
(1)
Project Alignment & Research
Competitive research phase, analyzing peer-to-peer payment services to identify best-in-class features.
Industry Benchmarking
- Conducted an extensive review of best-in-class peer-to-peer payment services in the crypto industry.
- Identified leading features and practices that set industry standards.
Platform Analysis
- Performed a comprehensive evaluation of the existing Ledn platform.
- Identified current offerings and pinpointed user pain points and areas for improvement.
Competitive Analysis
- Analyzed competitors to understand their strengths and weaknesses.
- Used insights to inform a unique and competitive transfer feature for Ledn.
(2)
Ideation & Brainstorming
Ideation session, organized post-it notes capturing the team's brainstormed ideas.
Core Objectives
- Prioritized understanding the key goals: fee-free global transactions and expanding the user base.
- Focused on creating an accessible service for both current and prospective Ledn clients.
Workshop Dynamics
- Initiated workshops with clear objectives on FigJam for real-time collaboration.
- Analyzed top features from industry leaders to inform the feature set.
- Emphasized a wide-ranging brainstorm to foster innovation and inclusivity.
(3)
Prioritization & MVP Definition
Prioritization workshop, stakeholders evaluate user goals on the left, impact-effort matrix on the right.
In the strategic phase, we conducted a prioritization workshop to refine the feature set for the Ledn Transfer MVP. We collaborated with stakeholders to assess features proposed during ideation, utilized an impact-effort matrix to rank each feature, and divided them into Must Have, Should Have, and Nice to Have categories.
Must Have
- Fee transparency
- Interactive UI with full-screen keyboard
- Enhanced UX, emojis and notes
- Smart user verification (handle, email, phone)
- Global entry point
- Multi-currency transaction visibility
- Contact management
Should Have
- Incentivization / rewards
- Security options, time-lock toggle
- Address book integration
Nice to Have
- Incentivization programs
- Request money functionality
(4)
Prototype & Design
Journey Mapping
I mapped out the entire user flow, carefully considering different user needs. Alongside the team, we refined this map to reflect our collective vision and key features. I then walked leadership and legal teams through the journey, ensuring alignment before moving forward.
Prototyping
Version 1 of the Ledn Transfer prototype, six distinctive flows translating concepts into tangible experiences.
(5)
Testing & Validation
Research plan with five distinct user interface flows used for prototype testing.
- Created five user flow prototypes, each tailored to different user scenarios.
- Partnered with the Customer Service team to identify clients fitting our target user profile.
- Recruited seven clients for one-hour in-depth user testing sessions.
- Led sessions focused on gathering actionable insights from participant interactions.
Main Feedback Themes
- Ease of Use: difficulty with crypto terminology; need for glossary or tooltips.
- Security Concerns: desire for more transaction security assurances and error handling.
- Design & Layout: readability issues in dark mode; suggestions for improved contrast.
- Functionality: requests for transaction notes and detailed histories.
Observed User Behaviours
- Frequent search for guidance, need for accessible educational resources.
- Regular rechecking of recipient information before confirming.
- Trial “test” transactions before actual transfers.
- Post-transfer reviews of transaction history.
Improvement Opportunities
In-app educational resources / tutorials
Two-factor authentication
Email/text transaction confirmations
Dark mode contrast adjustments
Font size options
Payment annotations
Frequent contacts list
Real-time feedback mechanisms
(6)
Build & Deliver
Final Experience
The comprehensive Figma file served as the pivotal resource for the entire development team, containing finalized experience designs, detailed documentation and guidelines, and the definitive copy for a seamless transition from design to development.
Developer Documentation
Detailed documentation with annotated examples explaining when screens should appear and error states should trigger, ensuring the front-end team could display each screen accurately and true to the original designs.
Post-MVP Follow Ups
FAQ Page Development
- Collaborated with customer support team and project manager.
- Created an extensive FAQ page for the Ledn Transfer project.
- Aimed to provide clear, accessible information for users.
Marketing Push
- Supported the marketing team with essential design elements.
- Contributed to the global launch campaign for Ledn Transfer.
- Ensured effective reach and impactful messaging to the target audience.
Project Takeaways
- Streamlined documentation was key, enabling a clear build process for the large team of developers. Detailed notes for each aspect of the interface ensured everyone was on the same page.
- Early stakeholder involvement is crucial. Involving departments like legal early on, especially before workshops, would streamline later stages by preemptively addressing needs such as disclaimers.
- Early engagement of the design system engineer provided time to develop new components for the developers' use, contributing to the front-end team's effective build-out.
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