blockfolio portfolio tracker overview
Created in 2014, Blockfolio was the premiere portfolio tracking app for retail investors in crypto. Its no-frills design initially satisfied the needs of its users but after the bull run in 2017, the savviness of its users required a more robust platform.
OPPORTUNITY
How might we be an easy-to-use resource for novice traders while still providing a robust feature set for experienced traders?
TASKS
user research, testing, copywriting, visual design
bts
To gain insight into our current user base, I gathered findings through in-person user interviews and popular forums.
key insights
Mind the gap
Experienced investors are finding gaps in our product offering so they’re either switching to another app or supplementing with another tool. How do we become the mainstay while also maintaining app retention?
Digest it for me
Novice users rely heavily on people they trust or influencers they know because it’s easier than reading tech-heavy online resources and whitepapers. How do we become the top resource for crypto experts?
Safety first
There are misconceptions and security concerns about Blockfolio and user data. How do we further instill trust in current and potential users?
Based on stats provided by coin.dance and my user research, I was able to come up with the personas that best represented our user base and the crypto community.
Based on stats provided by coin.dance and my user research, I was able to come up with the personas that best represented our user base and the crypto community.
user personas
the goods
At a minimum, we needed to overhaul the look of the app to appeal to new entrants in crypto. To retain our more experienced traders, however, we needed to fill in the gaps with features that would round out the portfolio tracking experience.
By issuing preference tests to our users, we were able to better identify the direction to take Blockfolio 2.0.
Some tests are displayed here.
By issuing preference tests to our users, we were able to better identify the direction to take Blockfolio 2.0. Some tests are displayed here.
After redesigning the interface of the app, our next step was to come up with ways to capture more-experienced investors and figuring out what functionality was needed to retain these users.
Through user interviews and gathering details from customer service, the following features were implemented:
Multiple portfolios
Exchange connections
Technical digest
Markets overview
IMPACT
Blockfolio 2.0 Takes Crypto App Usability to New Levels
The beta app proves that the team has been working hard on the interface. Everything has been made cleaner, more efficient, and easier to read than the app’s predecessors, from the font choice to the shades used for candlesticks.
— Jon Rice from Crypto Briefing
Wow 2.0 is
Fantastic! I love this app and use it daily! They even asked the community over the past few months what we wanted for changes!
— B-S-G_JUD from App Store
Fantastic app
User interface is excellent. Super fast and with a lot of very interesting features. Just love it and recommend to anyone.
— LFCOHEN from App Store
NEW USERS
The initial rollout of Blockfolio 2.0 saw a surge in new users and as expected, the numbers leveled out as we continued to iterate.
DAU
With our existing user base, engagement held fairly steady which is a testament to strong brand recognition which drove retention as a result.
