Eidoo — Blockchain Wallet

In May 2018, I joined Poseidon to lead the product design of Eidoo’s app (iOS, Android, Desktop).
This case study gives an overview of my journey. As the Swiss crypto industry must follow strict rules, I’ve left out some details and specifics.
Designing to build trust
Everything was recorded using real devices
Early 2018 was the time where late adopters started approaching the crypto space, and I had a clear mission in mind:
designing to spread awareness about our product (a blockchain Swiss army knife) and building trust in a confusing industry.

Helping vulnerable customers has been a challenging yet gratifying journey and achieving 60k happy MAU would not have been possible without focusing on a curated onboarding flow supported by integrated and targeted education pills.

When it comes to designing experiences, leveraging industry standard patterns is always a good starting point, yet the crypto space often lacked familiar terms and was overcrowded of jargon words that didn’t help. (e.g. “Backup”, “Backup Phrase”, “Seed”, “Backup Seed”, “Passphrase”, “Backup Passphrase”, and “12 words” indicate the same thing).

Focusing users attention with a dedicated walkthrough

Verifying users backup with a guided process

Setting industry standards is not something that happens overnight and by definition, it can’t be done by a single project, so I focused on making sure that for each new paradigm and feature that we planned to launch we had done enough research of what competitors and adopters considered familiar.
For this purpose, having an extremely active community on Telegram and Twitter helped me getting quick survey responses and essential qualitative feedback.

From the very beginning of my experience as a designer, easing customers anxieties have been the number one priority. It wasn’t hard to find out that the main anxiety of blockchain users was a persistent (yet understandable) fear of losing assets.

There’s not a magic wand to translate “Your assets are fine” into design, yet many micro features to be carefully considered and designed. Giving users instant feedback when they interact with their assets was critical, as well as setting the right expectations on wait times and outcomes.

With accessibility in mind and the goal of favouring common interaction design patterns to facilitate the experience, I decided to harness the power of Material Design and extend it only when required.

The Exchange Order Book was created extending Material components

Custom keyboard to provide the best experience on every device

Each new component and interaction was built by using progressive disclosure to make Blockchain simple for new adopters while also enabling the required flexibility for our advanced users.
Designing with engineers, community managers, and marketers
Involving the team in many ways was vital to the success of most of the initiatives.
I conducted various workshops, from quick improvised Card Sorting sessions to more structured Design Sprints.

💡Here’s a Crazy 8s session that was actually a Crazy 6s since the scope was quite narrow.
Meeting Business goals by making the most of Development constraints
Working in a fast paced industry where Business goals can regularly change meant compromising on many aspects except from one: Speed of execution.
Eidoo was built as a hybrid app to run on iOS, Android, and Desktop with a shared codebase.

I had little experience in designing for non-native mobile technologies, and I soon became aware of the limitations when it comes to complex interactions, yet there was plenty of space to provide an accessible and optimized experience.

We opted for an Atomic approach using React as I previously brought to life and maintained the Cloud Academy Design System with Alberto, who joined Eidoo to lead the Frontend team.

Designing, collaborating and iterating in Figma

Using React Storybook to ensure our React components were ready and polished

After an initial period of frustration followed by tons of hours spent on refining basic Atoms, Molecules, and Organisms, the app started to feel more natural and we were finally able to bring order to chaos with reusable components.

Optimising transitions and interactions with performance constraints

Delighting and Educating users with Empty States

Designed to measure and iterate in a privacy oriented ecosystem
The Iterative approach is the only way I see digital product design.

From the very beginning, I played an active role in setting up the tools required to collect usage data and analyse our customers behaviour.

How can you gather enough insights and data when the industry requires high standards of privacy?

The truth is — you can not — or at least you can’t dig as deep as in other contexts. However, being transparent and focusing on preserving the integrity of sensitive data was a successful way to involve our most committed customers, who enabled behavioural analytics sharing from their app settings.
The blockchain ecosystem is still in a discovery phase, yet the exponential progress made by the whole industry is absolutely thrilling.

Designing for Eidoo in the past 18 months has been an exciting journey, and while working on an extremely challenging product, I also had the chance to master Scrum methodologies and to get my hands dirty with analytics tools (mainly GTM, Google Analytics, and Google Data Studio) other than designing with beautiful people.