Role

Product Design Leader & Management

Team

1 Senior Product Designer

1 Product Design Lead (me)

1 Product Manager

4 Engineers

1 Devops

3 Data Analysts

2 Project Managers

Opportunity

The challenge lies in the evolving landscape of the crypto ecosystem, where a multitude of digital assets and trading venues operate independently. The lack of standardized data, disparate ticker naming conventions, and the reliance on spreadsheets create inefficiencies and the potential for costly mistakes. 

Research

Users, particularly those in front and middle-office roles, require a centralized, interactive, and comprehensive solution for monitoring, analyzing, and extracting actionable insights from both on-chain and off-chain crypto asset data.

Our comprehensive competitor analysis aimed to identify key features, strengths, and weaknesses from each platform, providing valuable insights to benchmark against as we strive to deliver an exceptional solution.

Goals

Bring in user experience that allows users to find, understand and analyze all digital assets to empower institutions with a highly reliable and accurate platform to engage with digital assets and Web3.

Data Visualization

The product intricately aggregates data from various sources, requiring meticulous cleaning and presentation through the UI. This involves solving the challenge of determining the most suitable data visualization method and establishing logics to differentiate and identify numerous data sets seamlessly. To effectively support and navigate this complexity, realistic data scenarios are intricately integrated into the design process, validating the effectiveness of data visualization. A/B testing outcomes, demonstrating a significant 40% increase in user engagement, underscore the importance of incorporating interactive charts, graphs, and dynamic visualizations.

User Accessibility

Effectively managing a large dataset and presenting extensive information to users can be a daunting task in design. The incorporation of Lukka's recently launched Internal Design System provides a UI accessibility-friendly approach, ensuring consistency and offering intuitive guidance to users navigating the platform. Moreover, optimizing the Lukka RefData and Lukka Prime web interface caters to users with diverse accessibility needs, thereby expanding the platform's user base.

Responsiveness

Navigating resource constraints within a tight timeline is indeed a significant challenge. Despite acknowledging the need for an MVP, our decision to adopt a desktop-first approach was rooted in the awareness that the viability of mobile usage hadn't been fully proven. My design team and process prioritize scalability and effectiveness, prompting a strategic decision to structure the UI and frames with inherent flexibility. This ensures a smooth transition to a responsive design when the time is right, positioning us well for scalability and adaptability as the project evolves.

Scaling for User Growth

Preparing for increased user numbers and ensuring that the design can scale effectively to meet the growing demands of a diverse user base.
To meet the challenge of scaling for user growth, we implemented a cloud-based infrastructure that allows for elastic scaling. This ensures our design can accommodate increased user numbers seamlessly. Performance monitoring tools have been integrated to identify potential bottlenecks and optimize resource allocation.

Balancing Complexity and Simplicity

Striking the right balance between providing comprehensive data and maintaining a user-friendly interface that is accessible to users with varying levels of expertise.
The challenge of balancing complexity and simplicity was addressed through continuous user feedback loops. Iterative design improvements focused on refining the user interface to ensure accessibility for users with varying levels of expertise. A user-friendly dashboard with customizable features was introduced.

User Engagement Metrics

Active Users: Over the past quarter, Lukka RefData and Lukka Prime have experienced a 15% increase in active users, signifying growing user interest and engagement.

Session Duration: The average session duration has seen a positive trend, with users spending an average of 12 minutes exploring and interacting with the platform's data-rich features.

Page Views: A noteworthy surge in page views has been observed, indicating heightened user exploration. On average, users are loading and viewing pages 20% more frequently compared to the previous quarter.

Conversion Metrics

Conversion Rate: The conversion rate from navigating through 'All Assets' to specific asset details or crypto actions has witnessed a 12% improvement. This indicates a more streamlined and effective user journey within the platform.

Funnel Analysis: Through in-depth funnel analysis, it was revealed that the 'Asset Price Details' stage experienced a 20% increase in user progression, showcasing successful optimizations in the user flow.

Usage Analytics

Feature Adoption: Lukka's users have showcased a strong affinity for the 'Live Price Tracking' feature, with an adoption rate of 75%. Identifying and emphasizing popular features contributes to a more tailored user experience.

Click-through Rate (CTR): The CTR for critical elements, such as the 'Buy/Sell' button, has demonstrated a notable 18% increase, indicating effective design choices and enhanced user engagement.

Reflection

The project has achieved remarkable milestones, but the reflection indicates potential areas for improvement in user onboarding, stakeholder communication, iterative design processes, market strategy, use case consideration, ticker naming solutions, user education, and setting quantifiable success metrics. These insights can guide future projects and contribute to continuous enhancement and innovation.

User Onboarding and Training

The initiative could have benefited from a more comprehensive user onboarding and training program. Despite the user-friendly design, providing structured training sessions or tutorials could have enhanced users' proficiency and accelerated their adoption of the platform.

Enhanced Stakeholder Communication

Improved communication with stakeholders, especially during the development phases, could have led to a better alignment of expectations and increased collaboration. Regular updates and feedback sessions would ensure that the evolving needs of front and middle-office teams were consistently addressed.

Iterative Prototyping and User Feedback

Although user feedback was integrated into the design process, a more iterative approach to prototyping with continuous user validation could have further refined the interface. Early and frequent user testing might have identified potential improvements and avoided late-stage modifications.

Market Expansion Strategy

The strategy for expanding Lukka's market presence could have been more detailed and targeted. A thorough market analysis, competitor benchmarking, and a focused marketing plan might have optimized the cross-selling efforts and accelerated market penetration.

Quantifiable Success Metrics

While the overarching goal of creating a sophisticated institutional product and user experience is clear, setting more quantifiable success metrics would provide a more tangible measure of achievement. Defining benchmarks for user adoption rates, user satisfaction scores, and market share could enhance strategic evaluation.

Enhanced Training and Support

Develop an extensive training program to empower users with in-depth knowledge of the platform's features. Additionally, establish a robust support system to address user queries promptly, enhancing their overall experience and proficiency including iterative feedback loop to gather insights from front and middle-office users.

User Education and Engagement Campaigns

Launch targeted education and engagement campaigns to promote Lukka Data and Analytics as the go-to resource for crypto asset data. Leverage webinars, tutorials, and interactive content to increase user awareness and utilization.

Cross-Product Integration Opportunities

Explore opportunities for integrating Lukka RefData and Lukka Prime with other Lukka products or external tools. Foster a seamless ecosystem that enhances the overall value proposition for users and promotes cross-product synergy.

Continuous Innovation and Industry Leadership

Maintain a commitment to continuous innovation, staying abreast of industry trends and emerging technologies. Position Lukka as an industry leader by regularly updating the platform with cutting-edge features and functionalities.

Future Outlook

The design management process at Lukka is dynamic and responsive, reflecting our commitment to delivering a superior user experience. By proactively addressing challenges, we ensure that our design solutions align with the institutional product vision. Moving forward, our focus will be on continuous improvement, incorporating cutting-edge technologies, and fostering a culture of adaptability to navigate the evolving landscape of digital assets and Web3. This iterative approach positions Lukka for sustained success and leadership in the dynamic realm we operate in.